Kundedrevet

Kundedrevet is a term used in Danish and Norwegian business contexts to describe an approach where customer needs and preferences steer strategic decisions, product development, and service delivery. In practice, it means placing the customer at the center of planning and execution, and using customer insights to guide priorities, features, and experiences. The concept contrasts with product-driven or technology-driven approaches that may advance capabilities without verifying they meet customer needs.

Implementation involves gathering deep insights into customer jobs to be done, pain points, and context, through interviews, surveys, usage data, ethnography, and feedback channels. Organizations often combine qualitative and quantitative data, build cross-functional teams, and use iterative processes such as co-creation workshops, rapid prototyping, and beta programs. Customer journeys, personas, and metrics like NPS or customer effort score help translate insights into action and measure impact.

Benefits include improved product-market fit, higher customer satisfaction and loyalty, and potentially faster time-to-value for customers. A kundedrevet approach can also foster ongoing innovation as insights evolve with customers’ changing circumstances. However, it requires sustained commitment, governance to balance diverse customer voices, data privacy considerations, and discipline to avoid overfitting to current customers at the expense of exploring new markets. When integrated with clear strategic goals and cross-functional alignment, kundedrevet can support durable competitive advantage.