Therapists assume, in many cases, that a person who comes to treatment, and declares that he has a problem, would do anything to solve the problem he states it. Often, it turns out that the applicant is not willing to invest efforts in solving the problem. He comes to the therapist because he was under duress to do so. For example in case of criminal court that directs an offender to correctional services; or teachers, counselors and parents that refer the child to the psychological treatment; or a husband that comes to treatment because his wife threatened divorce. In all these cases there is no certainty that a person who comes through the referral of another, is willing to commit to the therapeutic process.
Therapists work, in most cases, with patients or clients and  not with customers. For example, judges, counselors, teachers, parents, friends and other are consumers of therapeutic services. But, in most situations, they do not assign themselves for the problem for which they refer someone to treatment. They are not committed to the treatment itself. In fact, they are not customers.