Direct, indirect, internal, external, regulatory, people who think they’re customers because they have authority, and ironically, customers who don’t even know that they’re customers.  Identifying the true customer(s) of a process from amongst an array of possibilities is key to the effective use of this tool for uncovering improvement opportunities. Join PMI Director Consultant Sean Buckland as he explores this challenge and shares fascinating examples of using Voice of the Customer to reveal what a customer truly values, even when they may not know it themselves.  Don’t miss his explanation of the difference between satisfaction and value, and his radical advice for what to do when you can’t identify the customer of a process. Want to know more about Voice of the Customer?  Here are more helpful resources: On Demand Webinar: Improving Through the Voice of the Customer  Video:  Using the Kano Model to Listen to Your Customer Infographic:  Assessing the ‘Value Added’ by the Work We Do  Blog:  Link Measures to the Voice of Your Customer  More from PMI: Dive into our Knowledge Hub for more tools, videos, and infographics Join us for a PMI LIVE Webinar Follow us on LinkedIn Take your improvement career to the next level with PMI's Lean Six Sigma Certifications - now available in two new and accessible formats, built around you. Explore On Demand >> Explore Distance Learning >>