I think in UX design, sometimes you have to think about the end-users as being the person who we are ultimately solving the problem for. So if you deliver a product that the company likes but their customer doesn't like, then the company is going to think that you didn't design the right product. It is important to understand where the usability issues lie, especially in a more complex interaction network.
I am wondering if it is standard practice to incorporate the primary users as well as the secondary (the company's customers/clients) or even tertiary relationships that exist, which might also provide some critical insight into how the product/service should be designed. It this common practice to include these details in things like personas or other UX assets/deliverables?
The question is, do we need to consider what the clients' clients (and their clients) in the design, or do we assume that they also know what's best for their client? Consider the situation of designing a software interface for a call centre. The client is the call centre and they also have their own clients.