Customer centricity vs. customer orientation: what is the difference?
TL;DR: In everyday use, customer orientation and customer centricity mean much the same thing. As a working definition we separate them: customer orientation shapes individual contacts and measures around the customer, while customer centricity aligns the whole company with the wishes and needs of individual customers. We know of no standard that draws this line.
Two terms, one field
Many texts use both words interchangeably. A clear working definition still helps in marketing, because it decides what a team measures and what it changes. The split below is our editorial view, not a standard.
Customer orientation: the single contact
Customer orientation asks: how good is this contact for the customer? Think of plain language, fitting offers and fast answers on the website, in chat or in the newsletter. That is valuable, but it often stays the job of single departments.
Customer centricity: the whole company
Customer centricity means aligning a company with the wishes and needs of individual customers, always within what is feasible and economical. Customers only ever see one company. That is why customer centricity cannot be the job of one department: every department shapes the customer experience. More in the article Customer Centricity: Every Customer Journey is Unique.
What dialogue has to do with it
Talking with customers instead of about them leads to a better understanding of their view. A dialogue that asks questions and listens makes that view visible. One example is the survey after a purchase, described in NPS: the main customer experience measurement and improvement system.
A simple check for your own business
- Do employees regularly talk directly to customers, and are the insights shared with the relevant departments?
- Is satisfaction measured after the purchase, and are the results used?
- Are decisions on range, promotions or communication based on customer feedback?
- Does someone own the whole customer journey, not just one channel?
Three or more yes answers suggest more customer centricity than customer orientation alone. This is an editorial rule of thumb, not a standard.
FAQ
Are customer centricity and customer orientation the same?
In everyday use they often are. Those who separate them see customer orientation as the quality of single contacts and customer centricity as the alignment of the whole company.
Where should a company start?
With a touchpoint where conversations already happen and a question that can be answered. The answers show the next steps.
Is customer centricity only a marketing topic?
No. Marketing makes the customer view visible; all departments carry it out together.