customercentred

The term customercentred refers to a business philosophy and operating approach that places customers at the center of decision-making. Organizations adopting this approach seek to understand customer needs, preferences, and outcomes, and to align products, services, and interactions to deliver value and build long-term relationships.

Key principles include collecting and applying customer insights through research, segmentation, personas, and journey mapping; ensuring cross-functional alignment across marketing, product, sales, support, and operations; and designing for usability, accessibility, and privacy. Continuous feedback—through surveys, complaints analysis, and voice of the customer programs—is used to adapt offerings and processes.

Implementation typically requires leadership commitment, governance structures, and metrics that reflect customer impact. Methods such as design thinking, agile development, end-to-end journey design, and cross-functional teams help embed the customer perspective in strategy and execution.

Common measures include customer satisfaction (CSAT), net promoter score (NPS), customer effort score (CES), retention, and customer lifetime value (CLV). Effective data governance and privacy practices are essential, as is balancing customer desires with business feasibility and profitability.

The concept is related to, but distinct from, product-centric or sales-centric approaches. It is closely linked to customer experience management and user-centric design, and has evolved with digital channels and analytics to enable personalized, consistent experiences across touchpoints.

In practice, organizations pursue customer centricity through strategy, culture, processes, and technology that keep the customer at the heart of decision-making.