Customer Orientation
Term from the CRM Lexicon
Definition
Customer orientation refers to the strategic alignment of a company, where the needs, expectations, and wishes of customers are at the center of all decisions and actions. It's about not just selling products or services, but offering the customer a positive overall experience – across all touchpoints.
Goal
The main goal is the establishment of long-term, stable, and economically successful customer relationships. This includes:
- Increase customer satisfaction:Not just meet, but exceed expectations.
- Promote customer loyalty:Customers should remain loyal to the company and recommend it.
- Create competitive advantages: In markets with interchangeable products, service and relationships become a distinguishing feature.
- Ensure economic success: Satisfied customers buy more frequently, are less price-sensitive, and incur lower acquisition costs.
Characteristics
| Empathy & Active Listening | Customer-oriented employees identify needs through targeted questions and genuine interest. | |
| Reliability & Professionalism | Agreements are kept, problems are approached in a solution-oriented manner – this builds trust. | |
| Individualization & Flexibility | Offers and communication are tailored to the respective customer. | |
| Consistency Across All Channels | Whether in person, by phone, or digitally – the customer experiences a consistent, positive image of the company. | |
| Readiness for Feedback & Improvement | Customer opinions are actively gathered and incorporated into the further development of products and processes. |
Conclusion
Customer orientation is not a one-time act, but a lived attitude throughout the entire company. It is the key to sustainable success because it builds trust, strengthens relationships, and makes the customer an active partner.