If satisfying customers is a key strategic objective, it seems obvious that customers should also be used as subject matter experts. In actuality, this is seldom done. Collecting information from customers has been considered to be a marketing activity rather than an HR activity. But consider the following facts: in most convenience stores, 25 inches’ separate a cashier and customer, 80 inches separate two cashier, and managers are far from the work floor. Furthermore, cashier spend 78 percent of their time interacting with managers. For jobs like these, it seems obvious that using customers as job analysis SME is likely to become more common as organizations increasingly incorporate the perspective of customers when designing jobs and assessing employee performance