Customer Awareness
Before going outside, any organisation needs to look internally. Customer awareness starts from understanding the 'internal customer'. Each of your units or departments needs to profile the remainder of the organisation in the light of "what service do we provide for them and them for us?" Once this review is completed, each unit or department should be able to more effectively service individual units and the organisation as a whole.
When we look "externally" we find both customer and non-customers of our organisation. It is true to say that we can learn more from our non-customers than we can from our customers. Investigating the reasons why people are not our customers can help to sharpen our marketing efforts to produce effective results.