What is a customer? A customer is someone who has a choice of what to buy and a choice of where to buy it. As it relates to your company, a customer pays you with money to help you stay in business by purchasing your product. Because of these simple facts, engaging the customer is of utmost importance. Customers are external to the company and it is their feedback that matters most. While you can find value in what an internal person says, it is an opinion and that person cannot provide your company with money.