Glossary

Customer orientation

Customer orientation is the consistent care of businesses for their potential and present customers and the concentration on satisfying their needs and demands. The whole organisation - that is not only the staff at the interface to buyers- has to focus on the customer. All activities (e.g. product development, production, marketing, sales and distribution, customer service) should be fully customer-oriented.

All business departments, offices and employees should devote themselves to customer orientation and put the concept and visions into practise. Customer satisfaction analyses underline a company's customer orientation as the results are used to improve and optimise business processes in line with customers' remarks and complaints.