Every company exists because of its customers. The question that every company should always ask itself is: How can we create most value for our customer? Value is a process or service (or parts of it) that the customer wants to pay for or wait for. In order to know what value is for our customer, we first need to know who our customer is (this can also be internal departments or colleagues) and where the customer derive value from.
Keep in mind that customer value is different from customer demand. Successful companies understand so well what valuable is for their (potential) customers, that they surprise their customers with a product or service that they have not yet asked for, but which proves to be of great value.