customer centricity

Customer Centricity In B2B

Customer centricity significantly impacts business success, as stated by various research studies (e.g., Harvard, McKinsey, University of St. Gallen, Walker).

Customer Centricity

A customer-centric strategy is indeed a global approach to which all company departments must adapt, which requires a certain way of organizing the company and management style. Product orientation, which offers the same product to all markets, fundamentally opposes it. The strategy promotes a culture of respectful treatment of customers. This improves the customer experience and increases customer satisfaction.

Today, customers are experimenting with new relational and operational models that change their expectations. In addition, they want more speed, fluidity and personalization. Only a few B2B companies have implemented a customer-centric strategy. In addition, we develop points for the successful implementation of customer orientation to improve results.

It implements a hands-on approach in which all company employees, managers and operatives participate. Then it is also mandatory to have a common goal; to meet customer expectations.

In the company, four departments have an impact on customer orientation:


  • General management
  • Middle management
  • The employees
  • The customer

Internal Viewpoint

In a company, customer orientation should be a common wish. It can be achieved through group training, but also through solid internal communication.

Listen To Your Customers

Customers are an essential asset in the development of various offers and strategies. Listening to customers with satisfaction surveys is important. Then you can meet customer expectations and build and maintain a special relationship with them by listening. Valued customers are satisfied customers.

Two main factors in customer culture

Values of each employee: empathic employees are naturally customer-oriented. If not, it’s easy to convince them. Through workshops and training days, employees must become aware of the importance of customer culture. The task of middle management is to act as a link between employees and management.

Values promoted by the organisation: the values conveyed by management are shared at all levels. Companies must value their employees in order for these values to spread and be shared. In return, these employees treat their customers well. This phenomenon is called attentional symmetry.

Tips for improving your customer-centricity

In addition, companies use personas and fictitious people who represent typical customers to improve customer orientation. Team members who can attend meetings to guide strategy better embody this.

To conclude

A customer-centric culture is good for business. It helps you better target your customers, understand your market, reduce churn, and increase sales. The time has come for B2B companies to bring their customer-centric programs to the forefront. Katrium is here to help your company to improve its customer centricity.

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