Another problem, due to lack of management knowledge, identified by Lind (2005) is the lack of communication between the supplier and the customer in many developing countries. Lind highlights the importance of listening to the customer requirements in order to understand their expected and perceived benefit of the product. The goal of the customer’s customer concept is to comprehend how a firm´s products and services can contribute to improving the customer's business with his customers (Lind, 2005).