We should understand that customer are the people who ultimate judge the process, therefore a better understand of customer requirement is crucial in guiding our process towards improvement. Therefore, understanding what customers is the first step while we are setting the process. The problem is how we could know what they want. This require strong commitment among all of the company members, particularly many activities could be promoted such as:
Questionnaires capturing their feedback
But the most important thing at this step is to be proactive rather than only listen them without any interest.