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.



About the Author

Zachary Fenell is a 2009 graduate of Notre Dame College of Ohio. He holds a Bachelor of Arts in communication with minors in philosophy and writing. Fenell has been writing since 2002, when he joined his high school newspaper, "The Arc Light." In college Fenell won awards for excellence in English and communication.

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