client centricity survey - first results

The survey on customer centricity was launched shortly after the summer holidays and completed before the autumn holidays.

Although the small number of participants does not allow for statistically reliable evaluations, we would like to share the results and thank everyone for their cooperation and participation in the survey.

Conclusions first

The responses vary significantly across all areas, even when extreme values are excluded. Notably, smaller companies exhibit strong customer proximity, while employees in larger organizations often perceive a lack of customer centricity. Regardless of company size, however, sales do not appear to be sufficiently systematic or well integrated into the organization.

five areas of client centricity

The five surveyed areas are closely interconnected and reveal different facets of customer centricity. Together, they form the overall picture of customer orientation within the company.

The framework conditions established by leadership show how strongly the organization promotes customer centricity. Employee performance and feedback measurably influence customer satisfaction, and strategic decisions are aimed at strengthening long-term relationships. When employees are motivated to view the impact of their work from the customer’s perspective, leadership places customer experience at the center as a success factor. Good cross-departmental collaboration is crucial for creating profitable customer experiences. A shared understanding of customer touchpoints and clear customer-oriented goals foster an environment in which every employee understands their contribution to customer satisfaction. The CRM culture plays a central role by promoting decisions based on customer knowledge and focusing on the development of customer relationships. Clear CRM usage across all levels demonstrates deeply embedded customer centricity. Sales is successful when it systematically collaborates with other departments and has the necessary resources to advance the customer experience. Its significance is highlighted by performance measurement and recognition, as well as a clear strategic orientation. Customer-oriented technologies and processes support the development of customer relationships when technical solutions specifically prioritize customer benefits.

Customer Satisfaction and Customer Centricity

Repeated measurements of customer satisfaction can be a good indicator of the company’s market viability. However, customer satisfaction, much like a temperature curve, provides little insight into the underlying causes. The same applies to evaluations of sales, revenue, and profit.

The regular review and development of customer centricity allows to identify causes early on and make forward-looking decisions and take appropriate actions.

How customer-centric is your company?

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