Customer-Centric simply means better business

Build a high-performance company through a customer-centric culture

We all know that without customers, we don’t have a business.

Most companies have a budget to win new business, but do you have a budget to retain customers?

With increased competition, globalisation and the fact that customers are just more knowledgeable today, what makes you different from your competitors? How do you retain your customers?

It is well documented and recognised as an accepted fact that customer-centric companies have higher customer satisfaction and employee satisfaction. They are more innovative, and they have higher brand valuation and market share.

What is a Customer Centric Culture?

It’s all about the culture. It is what the people within your business do and the effect it has on the customer. It’s the ability to understand, predict and respond to the customer, the market and our competitors.

Creating a customer-centric company takes more than just focusing on the customer service department. It’s about building a culture, a set of behaviours and belief for all employees that, “what’s best for the customer is what’s best for the business”. The customer is at the heart of all decisions made within your business. Make that the back-bone and the core of your company, and you will lead your company to profitable growth.

The benefits of a Customer Centric Culture:

  • Customer Satisfaction and Loyalty
  • Sustainability and Growth
  • Productivity and Profitability
  • New Products/Service Success
  • Increased Employee Engagement


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A strong customer culture is the single most important driver of future business performance. Does your business have a customer centric culture?

Over a period of 3 years, MarketCulture researched a wide variety of companies that were known to be highly customer centric and some not so customer centric. The goal was to find the true values that made them different. This work was mainly carried out in Silicon Valley. Through this study MarketCulture was able to determine what they had in common and build a tool that could measure and benchmark the behaviours of employees in being able to provide a customer centric culture. Companies such as Virgin, Apple, IKEA and Salesforce just to name a few. The tool provides a benchmark against a database of over 250 organisations. It creates a mindset around the customer and enables leaders to understand the strengths and weaknesses of the organisation over 8 disciplines. It also provides deep insight into what is required to help build a customer centric culture.

The behaviours that drive future profit and growth for organisations are:

  • Competitive Insight
  • Competitive Foresight
  • Peripheral Vision
  • Empowerment
  • Collaboration
  • Strategic Alignment
  • Customer Insight
  • Customer Foresight


Do you have these disciplines in your business?

To find out more about these behaviours and create a customer-centric culture within your business, contact us today at Key Business Advisors on 1300 4 ADVICE.

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The Customer Culture Imperative

After winning enough popular votes from the global marketing community to make the short list of 5 books, The Customer Culture Imperative was selected as the Marketing Book of the Year by an Advisory Panel of 15 Global Marketing Executives and Academic. 

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