Customers of an organization fall into three basic categories:

• Consumers: External end-users and any enabling brokers or intermediaries (care takers, agents, etc.) who interact with the organization to co-create value.

• Producers: Employees and partners of the organization who enable co-creation and delivery of value.

• Approvers: External and internal investors, appropriators, and oversight organizations.

Good service design understands and balances the needs and perspectives of these different customer roles.

I created this template to help teams first define their customers by roles prior to user research and persona development.