5 Ways You Can Build a Customer-Centric Culture

Customer-centric companies are among the most successful in all industries: Amazon, Zappos, Uber. In this article, find out how to create and drive a customer centric culture for your company.

Jeff Bezos Amazon customer-centric company
Jeff Bezos Amazon customer-centric founder

For decades, businesses have attempted to create more customer-centric cultures. Even with new MarTech tools that make it simpler to engage with customers, many organizations struggle to completely embrace customer-centricity.

According to a Deloitte study, customer-centric businesses are 60% more profitable than their competitors.

So, why do businesses continue to struggle to build a customer-centric culture?

Because to be a fully customer-centric company, you should delight your customers with an amazing customer experience. And you have to achieve that with all your clients, not just for your big accounts.

Customer-centric companies are among the most successful in all industries. It's this customer-centric mindset that has allowed Amazon and Slack to become leaders in their industry.

However, customer centricity is more than just providing your customers what they want; it is also about building trust and genuine relationships with them.

In this post, I will share 5 key strategies that will help you build a more customer-centric company:

Don't like to read? Don't worry! We also made a video for you! 😁

How to build a customer-centric culture for your SaaS startup

#1 Make the customer experience everyone’s job

Years ago, the customer experience in most organizations was the sole responsibility of sales and marketing. But the customer should be everyone’s responsibility.

For customer experience to be effective, the CEO and all other C-levels must make the effort to define and prioritize customer experience.

And as a founder, you should make it a key value of your company. That means it will be entrenched throughout the employee experience, from the walls of your buildings to the "about" page on your website.

Your customer experience strategy should be built around these brand values.

Remember that core values are a commitment; they communicate to the world how you want to act and what others may expect from you.

#2 Listen and talk to your customers on a regular basis

Listening to customers isn't just hearing about their problems. It's not just picking up the phone when they have an issue.

Listening to customers is about connecting with them. It involves paying close attention to their needs and understanding how you can help them achieve their goals.

So engage with key customers as often as possible and get valuable insights for your business.

It’s obvious that no one knows your business better than your most valuable customers.

Therefore, those customers can help validate your business strategy and make you discover new trends.

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#3 Personalize your customer experience

Customers want businesses to understand their particular needs and preferences and to interact with them as individuals rather than customer types or segments. A personalized customer experience enables this by offering customized messaging, offers, and products to each person.

So yes! Personalization may have a wonderful effect on everyone—your teams, customers, and the business.

  • Personalization builds trust

When you share a personalized message with your customers, they are impressed. This small gesture shows that your company is ready to understand their needs and give them the attention they deserve.

  • Personalization boosts customer engagement

Ask yourself a simple question: would you rather work with someone who treats you like a complete stranger or someone who makes you feel at home?

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#4 Align CX and EX

Employee experience (EX) and customer experience (CX) are strongly connected, sharing essential ideas, methods, and results such as loyalty and engagement.

When implementing a customer-centric culture, it makes sense to mimic how you treat consumers in how you treat your employees.

Listen to their suggestions and encourage them to leave feedback. Take action on what you learn.

Standout EX makes individuals feel great about themselves and their careers. It provides people with the necessary tools, environment, methods, and support to succeed.

EX builds trust, loyalty, and a desire to provide an exceptional customer experience.

Consider what makes a grumpy front desk staff or waiter ruin your experience. How do you think they feel about their employer?

#5 Be human

The market is extremely competitive, and every participant is looking for methods to increase sales and income.

Everything from sales to customer service has turned into a numbers game. Have you closed X number of transactions this quarter?

But in this environment, we tend to forget that consumers are human beings. We also fail to see that in order to create memorable experiences, you must first establish memorable relationships; you must go beyond customer satisfaction to focus on customer delight.

Take, for example, Zappos and Amazon. While these organizations have achieved great success in terms of money, they did it by putting human connections first.

Zappos, allows customer service reps to have natural conversations with callers with no time limit and no scripts.

Companies must provide opportunities for employees to communicate directly with customers. After all, every employee has an impact on the customer experience, even if indirectly, so connecting with customers may help every employee better understand them and learn about their successes and issues.


There are no shortcuts to achieving customer-centricity.

Customer-centricity is a business approach that must be engraved in your company's culture.

Remember that being a customer-centric organization is a long-term game.

In the end, customer-centricity may have a long-term positive impact on your business, improve its performance and boost your employee and customer satisfaction.

I hope you found this article very helpful. And if you did, make sure to share it with your friends. Also, feel free to ask me any questions or add your thoughts by sending me a message.