The Arizona Management System (AMS) is based in part on principles of Lean management. Fundamental to understanding Lean is knowing who our customer is.
If we’re not careful about correctly defining who the customer is, we can accidentally design waste into our processes because different roles lead to different values and different outcomes.
It’s possible to have more than one type of customer, and they can be both internal and external to your agency, and they may have competing interests. For this reason, it is best to think of our “customer” as the ultimate external end user of our product or service. This way we can distinguish our customer from, say, a colleague who depends on our widget as part of a shared value stream, or a “broker” who does not personally use our product but transfers it to someone who does.