Kundevendt

Kundevendt is a Danish term used in business and service design to describe an approach, organization, or culture that is oriented toward the needs and experiences of customers. The word combines kunde (“customer”) and vendt (“turned,” “facing”), conveying the idea of turning the organization toward the customer rather than outward from products or internal processes.

Definition and scope: It refers to a customer-centric orientation, where strategy, product development, marketing, and service delivery are informed by customer insights, feedback, and outcomes. It emphasizes customer value, satisfaction, and long-term relationships, rather than solely focusing on products or short-term sales.

Practice and methods: Implementations often include research and data collection from customers, voice-of-the-customer programs, customer journey mapping, persona development, and design thinking. Metrics commonly associated with kundevendt include customer satisfaction, loyalty, retention, Net Promoter Score, and lifetime value.

Origins and usage: The term is used in Danish-language business literature and managerial discussions, particularly in Europe, to describe a philosophy rather than a fixed framework. It may appear in corporate statements, consultancies, and academic writing as a synonym or complement to “kundecentreret” (customer-centered). Because it is not a formal standardized framework, interpretations of kundevendt can vary by organization.

See also: customer-centric, user-centered design, design thinking, voice of the customer, customer journey map, experience management.