kliendipõhine

Kliendipõhine is Estonian term describing an approach that prioritizes the needs, preferences, and experiences of customers in the design, development, and delivery of products and services. It is commonly translated as customer-centric or client-based. The concept is applied across business functions such as marketing, product management, service design, and user experience, and is often used to guide strategy and operations.

Core principles include basing decisions on robust customer insights, personalizing offerings, examining the full customer journey, and involving customers in value creation through feedback and co-creation. Implementations typically rely on methods such as customer segmentation, journey mapping, user research, personas, Net Promoter Score, and data analytics. Organisations align processes and metrics to customer value, empower frontline staff, and adopt iterative, design-thinking or agile practices to improve the customer experience.

Benefits of a kliendipõhine approach include higher customer satisfaction and loyalty, increased lifetime value, better differentiation, and more resilient business performance. Potential pitfalls include over-emphasizing short-term customer requests at the expense of profitability or innovation, privacy and ethical concerns around data use, and the risk of neglecting non-core customers or emerging markets.

Examples can be seen in retail, banking, telecommunications, and digital services, where tailored recommendations, seamless multichannel experiences, and fast service responsiveness reflect kliendipõhine thinking.

Etymology: it is a compound of kliendi (genitive of klient) and põhine (based). See also: customer experience, user experience, design thinking.