It is important you provide an understanding of who is your organization's customer!
Is the customer internal or external?
Is your organisation B2B, B2C, Government, non profit, or education.
In your communication to respondents, you should clearly define “who” is the customer eg. consumer, buyer, distributor. Different industries use different names for their customers eg. clients; guests; patients; members; partners; consumers. Use the name your organization commonly uses for the customer so that it is clear to all respondents the focus on the assessment questions.