Another key point in keeping a customer focus is that we all are part of a cyclical supplier/customer chain.
No customer in this chain willingly pays for something they don't receive or don't want.
It is the supplier's responsibility to eliminate those features from the product or activities from the production process that add no significant direct or indirect value for the customer. They do this by making "measurement of customer satisfaction and consideration of what the customers want/expect" the start of the production process.