To understand how to manage your customers effectively, first, we need to establish who your customers really are. Software is omnipresent and can be found almost everywhere these days. So, clearly, there are many potential touchpoints between your customers and your products. Hopefully, these are all opportunities for your products to add value to your customers' processes or everyday lives!
One of the simplest and most useful ways to characterize and group your customers is to distinguish between the end users, and the buyers, of your software. Depending on the nature of your product, and whether, for example, your product is for mass consumption by the public, the same person could be both the end user and the buyer. However, in most commercial scenarios, end users and buyers are almost certain to be separate and quite different people.
The most...
