From users to customers?

This article uses the language of marketing to provide a framework for thinking about users as customers. First we explore the nature of customers, and in particular identify the various stakeholder groups in a public sector context. Next we look at ways of segmenting customers into groups and targeting services to meet the needs of those groups. We explore the concept of relationship marketing and the associated ideas of loyalty, and reflect on aspects of customer relationship management. Finally, customer compatibility management offers a new perspective on the role of customers in contributing to the experience of other customers.