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7 Examples of Customer Focus

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Customer focus is the principle that a business be planned, operated and measured in terms of the customer. This is commonly embraced in areas such as marketing, customer service and product development. The following are illustrative examples of customer focus.

Customer Needs

Developing products and services to meet customer needs. Avoids marketing myopia whereby a firm focuses on product improvement even when that improvement isn't desired by customers.

Customer Preferences

Viewing customers as individuals with different preferences. For example, allowing customers to configure your products to their liking.

Customer Experience

Going beyond customer needs to look at your end-to-end customer journey. This requires everything to be designed for the customer including things like processes and user interfaces.

Voice of the Customer

Getting to know your customers such that you have a pulse on your customer experience. For example, using lead users to drive innovation and design.

Customer Advocates

Paying certain employees to represent the interests of customers as opposed to the firm. This can be used to drive change to processes, products and terms that are difficult for customers to champion themselves.

Customer is Always Right

Developing a culture of respect for the customer with principles such as customer is always right.


Measuring results in terms of the customer such as customer acquisition cost, customer churn, customer lifetime value and customer satisfaction.
Overview: Customer Focus
The principle that a business be planned, operated and measured in terms of the customer.
Related Concepts

Customer Experience

This is the complete list of articles we have written about customer experience.
Bliss Point
Brand Awareness
Choice Architecture
Critical To Customer
Brand Legacy
Customer Advocacy
Brand Loyalty
Customer Interactions
Customer Issues
Customer Journey
Cost Of Poor Quality
Customer Motivation
Customer Perceptions
Curiosity Drive
Customer Success
Customer Wants
Customer Convenience
Customer Expectations
Design To The Edges
Customer Is Always Right
Engagement Data
Experience Age
Experience Economy
Journey Map
Experience Goods
Lifetime Value
Feature Fatigue
Customer Marketing
High Touch
Lead Users
Customer Preferences
Customer Relationships
Customer Satisfaction
Moment Of Truth
Customer Service
Nudge Theory
Service Principles
Peak Experiences
Customer Value
Service Experience
Service Quality
Experience Quality
Experience Sampling
User Intent
Fit For Purpose
Internal Branding
Perceived Value
Product Design
Product Differentiation
Types Of Quality
More ...
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Customer Experience

An overview of customer experience with examples.

Product Experience

The common types of product experience.

Tacit Needs

A definition of tacit needs with examples.

Experience Economy

A definition of experience economy with examples.

Critical To Quality

A definition of critical to quality with examples.

Perceived Value

The definition of perceived value with examples.

Experience Goods

The definition of experience good with examples.

Customer Service Improvement

The common ways to improve customer service.

Customer Service Improvement Plan

Detailed examples of customer service improvement plans.


A list of key marketing strategies.

Target Audience vs Target Market

The difference between a target audience and target market.

Public Relations

A definition of public relations with examples.

Marketing Communications

A definition of marketing communications with examples.

Value Proposition

The common types of customer value proposition.

Marketing Myopia

A definition of marketing myopia with examples.

Brand Marketing

A complete overview of brand marketing.

Marketing Definition

The definition of marketing with examples.

Marketing Examples

Common examples of marketing.
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