The end users are the stakeholders who will be using the business solution that is being implemented. This could include a new business process and/or a specific product or system solution.
An example of an end user is a call center operator who uses the call center software package to perform their role.
Make sure you understand the difference between a customer and an end user. The customer can also be an end user when they are the end user of the system and the customer for a particular solution. For example, an online banking customer is a customer and an end user of online banking software. However, in a call center scenario, the end user of the call center software is the call center agent and the customer is the person who is being served by the call center agent who is using the software.