The short answer is everyone that has an impact on the customer. In most organizations this is everyone, it may be a direct interaction or it may be an indirect interaction, but at some level everyone is connected to the customer of the organization. In special circumstances a section of the company can be targeted to survey.
MarketCulture Strategies uses a specific methodology to ensure the target audience selected meets the standards necessary to ensure validity.
Short Story. Telstra, Australia’s largest telecommunications company believes everyone has an impact on the customer at some level. They recently ran a program in the Finance and Administration function to better understand their internal customers and the value they are creating or not creating for them. It went right down to the 15 people that work solely on delivering internal mail, they took on initiatives to improve the way in which mail was delivered and presented to sales, marketing, finance and HR. This included observing how their internal customers currently used their internal mail boxes, where they were positioned, how mail was redirected for employee building and level moves etc.