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Customer Centricity


Customer centricity is a business strategy that places the customer at the center of all company activities. The aim is to develop a deep understanding of the needs and wishes of customers and to orient the entire company to meet or exceed them.


The term has gained in importance in recent decades, particularly in connection with the increasing intensity of competition and increased customer expectations in many industries. Companies recognize that a strong focus on customers and their experience is a decisive factor for long-term business success.

Areas of application

Customer orientation is practiced in almost all areas of the company, from product development to marketing to customer service. In industrial companies, this includes, for example, the design of user interfaces, customer support processes, and individualized products.


Companies that pursue a customer-oriented strategy often benefit from increased customer satisfaction and loyalty, which in turn can lead to repeated business transactions and positive recommendations. In the long term, this can lead to a stronger market position and improved financial results.


One challenge when implementing customer centricity is the necessary corporate culture that supports a consistent focus on the customer across all departments. It also requires continuous investment in technologies and training to understand and respond to changing customer needs.


An example of customer orientation in industry could be the introduction of a B2B retailer portals, which simplifies and personalizes the purchasing process for business customers. This could include features tailored to the specific needs and preferences of customers, such as automated ordering processes and individual product customizations.


Customer centricity is a key strategy for being successful in today's highly competitive markets. It requires a deep understanding of customer needs and a company-wide focus to effectively meet these needs.