It is the person who buys or [[experience]]s the product or [[service]] for a price. While managing the [[customer experience]], the question of who the customers are should be thoroughly examined and actions should be planned according to the customer [[persona]]. The customer who purchases the product/service and the consumer may not be the same. For example, when purchasing a flight ticket to another person, both the person who bought the ticket and the one who uses the service of the airline can be qualified as a customer.

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