Who's your customer?

I believe that your customer should be the person you have direct contact with.  To illustrate, here are a few examples...

Business -> Management (customer)

Management -> Employees (customer)

Employees -> Customers (customer)

School District -> Teachers (customer)

Teachers -> Students (customer)

If the Business would focus on making sure the management team "bought" into what it stood for, wouldn't it be more likely that the employees would also "buy" into it?  And wouldn't having employees who believed in what the Business stood for, make the experience for the paying customer, a better one?

What would happen to our society if every organization would switch to this new way of thinking?