How are the customer orientations

customer focus

Experts understand customer orientation to be process orientation and marketing orientation, which help to put the customer at the center of business decisions. This happens, for example, through documentation and analysis of systematically recorded customer requests and customer expectations. After evaluating the results, products and services can be individually adapted to the respective customer.

In the following lesson you will learn about customer orientation. You will get to know the strategy behind it, the goals, the corporate culture, the customer journey and the success factors. Below the explanation you will find some exercises.


The strategy of customer orientation focuses on the customer himself and not the product or service. This means that the company's decisions, actions and behavior are geared towards the customer and their requirements, needs, expectations and wishes.

The following factors can be decisive for the direction of the strategy:

  1. Target group analysis
  2. Target group definition
  3. Market research
  4. Market cultivation strategy
  5. Customer analysis
  6. Customer care
  7. Product orientation
  8. Adapted processes and programs


The ultimate goal of the company or organization is To bind the customer to the company through customer-oriented behavior and measures (and not to lose to the competition) and thus increase customer value and economic success. In the long term, the customer should become a regular customer and multiplier, i.e. recommend the company and the products and services to others.

In order to achieve the goal of customer loyalty, customer expectations of the products and services must therefore not only be met, but, if possible, even exceeded.

aim = Establishing and expanding economic, stable and long-term customer relationships.

A constant exchange of information on and comparison of the ...

  1. Customer requirements
  2. Customer needs
  3. Customer expectations
  4. Customer requests

Customer-oriented corporate culture

Describes a corporate culture uniform and common properties in the form of values, norms and attitudes. These have a decisive influence on the decisions, actions and behavior of all those involved within the company or organization.

A customer-oriented culture is, for example, characterized by:

  1. customer focus
  2. Action orientation
  3. Value orientation
  4. Communication behavior
  5. Relationship of trust

Customer journey

The term customer journey can be freely translated as "Customer journey". She describes the individual phases that a customer goes through before deciding to buy a product, a brand or a service. Here, the individual steps from the customer's first contact with the respective product, brand or service to the moment of the action (e.g. purchase decision) are analyzed. In addition, the subsequent customer ratings and customer loyalty measures are considered.

The customer journey thus connects all so-called touchpoints, i.e. the respective points of contact or contact between the customer and the company (brand, product, service).

Martin wants to buy a new mobile phone, so he researches various products. He visits various providers or dealer websites online and inquires personally in local shops.

In addition, he comes into contact with the latest products again and again, for example through advertising posters, advertising blogs on the Internet, radio spots, experience reports in social media, newsletters from electronics providers or through the exchange of opinions, recommendations from friends. These are all the so-called customer touchpoints within the customer journey model.

Success factors

There are different factors to achieve successful customer orientation:

  1. Customer contact: personal and emotional level
  2. Customer profile: Get to know customers and get to know them (information gathering)
  3. Customer satisfaction: Regular review and exchange of information
  4. Complaint management: Provide problem solutions
  5. Customer-oriented culture: Customizable alignment
  6. Customer-oriented structure: Organization of processes and data
  7. Customer friendliness: Employee development (direct interface)
  8. Employee training: Customer (address) language and specialist knowledge
  9. Customer loyalty: Keep in touch with customers and keep in touch

Economic success through customer orientation

Customer orientation, customer satisfaction and customer loyalty build on one another and determine economic success. Because if customer orientation is optimal - for example through very good communication, friendliness and competence towards the customer - customer satisfaction results.

Satisfied customers become valuable regular customers and, ideally, multipliers. Real customer loyalty is achieved when the regular customers become recommendations, i.e. personally recommend the brand, the product and the respective service.

Economic success is achieved through an increase in sales, earnings and image.

Martin has bought a new MOBTELO mobile phone. He is very satisfied with the product and MOBTELO's customer service. He therefore recommends MOBTELO to his friends and acquaintances.

Practice questions