What Is the Meaning of Customer Orientation?

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Customer orientation refers to customer-centric business. This model provides a personalized customer experience that focuses on establishing healthy relationships between service providers and consumers by first identifying a customer’s needs.


Business orientation used to revolve around a company’s products and services. Important factors in product and service-oriented business included proper functioning and pricing. The business orientation switch to customer-centric business occurred as consumers gained greater control in the marketplace, according to Christian Scheer and Peter Loos of the Chemnitz University of Technology.


A common challenge in customer-centric business is continuing to meet needs as the consumer ages, according to customer orientation consulting company MetaCore Asia. For example, imagine the evolving relationship a bank has with a teenager who has just opened her first checking account. Within 10 years, the teenager, now in her 20s, may look to the bank for a loan so she can purchase her first house.


MetaCore Asia notes all workers have some impact on a customer’s experience. For companies to build a successful customer orientation business model, employees must learn the importance their roles hold. Demonstrating how satisfying customers can benefit employees helps increase workplace productivity.

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