In the National Basketball Association, the players have it (the ball).
And this year the League has introduced a new ball - it is constructed differently and is made of a synthetic substance rather than leather (is nothing sacred?!?)
The ball was developed and introduced to have more consistency in the way it handles and bounces. According to the experts (the players) it hasn't achieved those goals. In fact some players are actually getting small cuts on their fingers from the balls.
The Players Union has filed a grievance over the new ball and concurrently (perhaps because of the grievance?) the League has sent the balls back for further testing.
According to the New York Times in this article, (free registration maybe required) David Stern, the League's Commissioner has said, "I won't make a spirited defense with respect to the ball. In hindsight, we could have done a better job. I take responsibility for that."
He added: "If our players are unhappy with it, we have to analyze to the nth degree the cause of their unhappiness. Everything is on the table. I'm not pleased, but I'm realistic. We've got to do the right thing here. And of course the right thing is to listen to our players. Whether it's a day late or not, we're dealing with this."
Duh.
Who is the Customer here?
The NBA I'm sure thinks about the paying fan, the media and more as their paying Customers. However like any other business they have internal customers and stakeholders - all of whom are critical to meeting the external (paying customer's needs).
Who is the Customer of the ball?
The players of course.
The NBA made the same error that many of us make. We don't think about, and meet the needs of our internal customers.
I don't know if the new ball is better or not - but I do know that part of the definition of better must come from the customers of the product - in this case the players.
How clear are you on the expectations and needs of your internal customers?
How will meeting those needs more completely improve your results with your paying customers?
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That’s true that customers are very important for any business or need and we need to keep their importance and angriness for any change or effect of our business or need. Same as NBA Players for the ball which stopped the game which was watching by many viewers and it’s a lesson for us.
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