How did you become a customer-focused company?

High quality of service and great attention to customer needs contribute to an increase in the number of customers and, as a result, the turnover of the company. Knowing this, many companies have completely changed their attitude towards building a business and, in addition, are starting to use tools to improve customer orientation.

What is customer orientation?

From the definition of “customer-oriented”, if one analyzes the word into two semantic parts, then the expression “customer-oriented” implies, or rather, its needs. That is the basic idea of ​​the concept.

Customer centricity has several concepts centered on the marketing concept. However, they all concluded that the company could manage a high level of customer service and increase sales through customer attitude and satisfaction.

You can tell if a company is customer-centric or not after the user contacts technical support, complaints department, or service. That is, customer ratings help to understand how the organization is paying attention to and meeting the needs of its visitors.

To improve indicators, the company must constantly modernize its internal processes: recruit qualified personnel and provide high-quality training, acquire and use tools for working with customers, develop and design offline and online touchpoints. Every little thing in an organization is the building block of customer satisfaction.

Customer orientation principle

Companies must follow and apply basic principles that can increase the number of new repeat customers and profits.

User information

Working on customer orientation requires a serious and long-term strategy, which includes analyzing target groups, dividing them into separate segments, shaping results between the organization and customers, and delivering individual offerings. All the tools help to understand deeply those who apply to the company. As a result, analytics determine what products, websites, venues, technical support, advertising, and more look like.

Most leaders need to know that focusing on the customer is not just about smiling, and nothing needs to be created after that without understanding the customer’s needs.

Customer service

Before you start working on this principle, which implies being open to your audience’s needs and concerns, it’s worth thinking about what customer service is like and what the consequences are.

  • The external and internal display of the point of contact (including the online platform) is convenient, simple, and understandable to the customer.
  • Employees recognize visitors, know who they are, what company products they use, and what they last talked about with a consultant.
  • The staff has flexible skills that allow you to feel the visitor and are happy to help.
  • After purchasing a product or service, communication with the customer does not end. He is offered individual offers, additional services, loyalty systems, and additional information on social networks or the company’s website.
  • Managers pay attention to feedback, not fakes. The negative comments of your customers promote the improvement of the company, the elimination of the negativity in it.
  • Motivated employees
  • Employees are an important part of the company and affect most areas of the organization. They care and understand visitors. Focusing attention on the client’s inner harmony is also necessary because it is impossible to complete a task without motivation.

Professionals must understand the organization’s policies and be committed to its culture. To do this, managers must create an atmosphere in which employees feel their importance and value to the company and its customers. Without all of these, the company will not reach new heights and will not acquire the status of a customer-oriented company.

Type of customer orientation

Focus on customers is conditionally divided into two types: internal (employee) and external (enterprise).

Quite difficult to find customer-oriented staff. In most cases, these are valuable employees who put not the company in front, but the customers. They have a high percentage of sales and loyal and regular visitors. It is these specialists who follow the figurative “Customers pay you, not managers”.

Customer-oriented companies want to exist in the market for a long time. To this end, the company develops rules and regulations for communicating with customers, learning and implementing new tools for doing business. The big problem with executives is that they focus on the customer and profit from the start. An important part of a customer-centric organization is the people who follow a strategy to meet customer needs.

Customer orientation evaluation

Evaluation is done in different ways.

  • Conducted a survey, the results of which evaluated the company’s customer orientation. Feedback and suggestions from visitors should be taken into account. Surveys are recommended every month.
  • Focus group organizations that evaluate service quality. In addition to customers, this group of people should also include company managers and employees. Groups must be formed at least once a year.
  • Invitation of external specialists to analyze company employees. As a result, consultants can recommend new tools and approaches to employees to increase customer-centricity.
  • Customer orientation is evaluated in two areas: employee and company.


The company’s customer orientation is strongly influenced by its employees. To train employees to perform their work qualitatively and, above all, in a customer-oriented manner, it is necessary to develop clear rules on employee behavior in communication with customers. Based on this information, the company must recruit, train and monitor employees.

To make rules, it’s a good idea to prioritize the company first, including in the event of a conflict with a customer. For example, a buyer can request a refund or replacement of an item. Sellers are not always legally obligated to do this and do not. However, it should be understood that if a visitor refuses to fulfill a request, the organization will show its focus is beyond the customer. In the future, customers will not come back and write appropriate reviews on the Internet.

A customer-oriented company aimed at long-term existence and providing its owners with stable profits


The level of customer orientation of employees is the way they apply the rules and regulations developed by the company when communicating with customers. In addition, however, the employee must understand that the interests of the buyer are above his own, that of co-workers and employers.

A consumption-oriented employee is much more valuable in the labor market, his turnover is very different from that of an ordinary professional, and, accordingly, his salary is higher.