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Customer Focus in Process Improvement
A process is a series of steps completed to achieve a particular result. It is hard to imagine a process improvement effort that doesn’t start with a focus on that result with a question like “What is the purpose of this process?” - whether the customer is actually engaged or not. Sometimes we have a strong sense that our product or service is good. Sometimes we choose to “get our own house in order” before we step outside the organization. Sometimes we base the result on a prescription provided by the customer. However, sometimes, our focus may be misdirected to how we do the work without considering why it is done in the first place...particularly where slick new technologies are involved. But, without actually engaging the customer, we can’t really know how well the process is working to provide the customer what they need or want.

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Lead Generation
From a marketing standpoint a good lead generation process can help a business better refine their demographic and enable them to better their marketing and sales strategy. Oddly enough there's a concept known as the rendezvous dilemma in which there are two parties- meaning the business and the prospective customer, seeking each other, but just can't seem to find one another. For instance, a customer in one region might be looking for a better product than the one they are able to get locally. A product or service might be exactly what the prospect is looking for, but because the business does not do any advertising in that specific area or have a marketing and distribution plan in place there, the customers are unaware of the product.
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