Customer Centricity: The customer-centric success concept of future-oriented companies

In an accelerated world of digitalization, in which customer needs change at lightning speed, those who always keep the customer and their wishes and needs in mind and build successful relationships can be sustainably successful. The successful concept of customer centricity places customers at the center of all considerations and processes. But what does customer centricity actually mean? What are the benefits of a customer-centric corporate culture and how can companies successfully establish customer centricity?

What is customer centricity?

Customer centricity is a corporate mission statement that places all business relationships at the center of all touchpoints, services and product developments and permeates the entire business.

In particular, every customer is treated as an individual: Individual customer needs and wishes are analyzed and placed at the center of all marketing and sales activities in order to offer personalized products and services that exceed expectations and inspire emotionally. This makes it possible to create successful relationships that are built on a foundation of appreciation and customer satisfaction and ensure sustainable success.

What is the success strategy of
Customer Centricity?

Customers compare. They want unique solutions and advice delivered at eye level where equality and a sense of partnership are key. As a result, those who offer a one-size-fits-all service and standard products will not be able to retain customers in the long term. Instead, those who know their individual needs and fulfil their wishes will delight their customers consistently.

Companies that follow the guiding principle of customer centricity focus on the needs of all key stakeholders (such as prospective customers, customers and partners) involved in their company's services along the entire customer journey. They anticipate customer needs and adopt a new perspective that shows them what their customers need or what future wishes and needs they will have. In this way, companies share their economic and emotional benefits with their customers - creating an equal relationship that benefits both sides in the long term. It is important that customer centricity does not end with the conclusion of the purchase, but continues afterwards.

It depends on every team member

However, customer centricity, respect and social interaction can only be practiced externally if they are also anchored internally. Customer centricity should therefore also be understood as a corporate culture in which every employee plays a decisive role and contributes to the success of the company.

Customer centricity is shaped by committed employees who feel comfortable and are committed to the company out of conviction. This can be felt wherever employees, customers and all other interest groups have points of contact with your business. And, incidentally, customer centricity also promotes the common good and a successful society.

Customer Centricity Award
Successful implementation in practice

The Customer Centricity Award recognizes companies, organizations or individuals who focus on the needs of their customers in a special way through outstanding customer orientation. In line with the company's mission statement of Customer Centricity, the award winners are characterized by the creation of sustainable, individual and successful fan relationships.

Previous winners include dm-drogerie markt (2017), Bioland (2019) and DATEV (2023). The award is presented by Customer Centricity AG. The jury for the Customer Centricity Award includes Prof. Dr. Rebecca Bulander, Professor of Quantitative Methods and Business Administration at Pforzheim University, Prof. Dr. Bernhard Kölmel, Professor of Global Process Management at Pforzheim University, and Martin Hubschneider, CEO and founder of CAS Software AG.

All customer data at a glance?

In our CRM solution CAS genesisWorld, all customer data is linked together and clearly bundled in the digital customer dossier. Get to know CAS genesisWorld.

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What are the advantages of customer centricity?

The benefits are clear: The currency of customer centricity companies is positive emotional customer loyalty. Because emotionally committed and loyal customers support the economic success of companies. Only customer centricity-oriented companies that think confidently about the future have this capital at their disposal.

On the one hand, it is also cheaper to retain regular customers than to acquire new ones. On the other hand, longstanding and enthusiastic customers contribute to a positive corporate image as "brand ambassadors" or fans. Especially in our digital world, the enthusiasm of a single consumer can reach a large network. Successful customer centricity companies use the power of this network holistically and integratively. Ultimately, customer centricity as a corporate strategy is more stable than price or product orientation, as good customer relationships are unique and cannot be copied.

How can customer centricity be implemented successfully in a company?

  • Putting the focus on the customerAs a customer centricity company, you put all the important people in your company's services at the center of attention.
  • Customer-centric alignmentWith innovative CRM + AIA® solutions that offer a customized selection of configurable apps, you can automatically align all products, services, business processes and touchpoints in a customer-centric way.
  • Find your individual wayCombine satisfaction and enthusiasm with your own business success.

The concept of customer centricity involves complex processes and systems and is challenging at the beginning, but it is worth it. The first step is to analyze the needs, problems and customer behavior at all touchpoints in order to subsequently develop customer-centric measures. Data must be collected, evaluated and interpreted accordingly.

For customer centricity to work, all points of contact with the customer must be kept in view transparently. A customer relationship management system (CRM system) is therefore essential for companies. As a central database, a CRM collects and provides all customer information and interactions transparently. Innovative CRM solutions already offer intelligent functions that individually support marketing and sales teams in aligning products, services, business processes and services in a customer-centric manner. In addition, companies can create a successful customer experience with a customer-oriented design in order to increase customer enthusiasm and strengthen customer loyalty for sustainable success.


Success monitoring with our CRM + AIA® solutions

The customer relationship assistant gives you a unique overview of relationship quality and provides you with information on customer-specific changes at a glance based on reference values. With the integrated fan principle from 2HMforum. you receive the optimal tool to increase the fan rate of your company and to convince with excellent relationship management.

Data security and customer centricity

Data security is one of the most important issues in our increasingly digital world and concerns us all. Customers are asking themselves: Is my data and that of my customers secure?

As a customer centricity company, we are committed to handling our customers' data with absolute confidentiality. That is why we ensure that data is accessed exclusively in accordance with German data protection regulations and guarantee that the data is located in German data centers. Unauthorized disclosure of software and data to third parties is excluded.

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Conclusion: Customer-centric companies are sustainably more successful

Companies that always focus on the needs and wishes of their customers and place them at the center of all strategies, product development and processes are prepared for the challenges of the accelerated world of digitalization. They rely on successful and appreciative customer relationships that ensure sustainable growth and strengthen the business for the future. Ultimately, the successful concept of customer centricity is aimed at sustainable WIN-WIN relationships and the resulting interaction between customer enthusiasm and company growth.

Do you have any questions?

We will be happy to advise you.

Do you want to establish customer centricity in your company and design customer-oriented strategies, concepts and processes? Our experts will be happy to advise you on tailor-made solutions for your requirements.

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Phone: +49 721 9638-188