A customer-driven service organisation is based on the premise that customers define ‘quality’ of service. Using data from customers (what matters to them), how they use the product/service), the purpose of management is to design and improve the services that customers want and value.

Getting closer to customers often means seeing how they use your services.

How does the service help them do what they want to do? Does it need to be changed to make it more useful (from the customers’ point of view)?