Top 4 ways to build a customer-centric culture in your business

Published date: 30 May 2024

TribeCX shares the importance and impact of a customer-centric culture, and how this creates an engaging customer experience and employee experience across your organisation.

In today’s competitive landscape, a customer-centric culture is no longer a luxury but a necessity for organisational success. This philosophy prioritises understanding and exceeding customer expectations, fostering a sense of loyalty and driving positive business outcomes. However, simply stating a commitment to customer-centricity is not enough. TribeCX delves into the key components and practical strategies for building a culture that truly resonates with both customers and employees, leading to a transformative and thriving organisation.

Top 4 ways to build customer-centricity in your organisation

We’ve identified the key steps to transform your organisations culture to be centred around your customer:

1. Have a clearly defined purpose (vision or customer principles)

It’s not enough to have your values and behaviours defined, which most organisations have today. Colleagues need a reason for ‘why’ they come to work every day. Something to hold onto during the good times and the challenging ones.

2. Engage and bring the experience to life

What doesn’t work is having the experience, purpose, or vision, just sitting on the wall – nobody feels connected to it. But, taking it off the wall and actually embedding it at an emotional level, works.

  • Build the experience into every process so colleagues understand what this looks like in their day-to-day roles
  • Update your reward and recognition schemes. This should include the experience and the internal measurement of it
  • Keep employee engagement going through informed and reinforced training
  • Change everyday behaviours – e.g start all meetings off with a customer story that demonstrates the experience in action

3. Have an engaged and social community

This drives some of the transformation work for you. A well-managed internal and/or external community supports growth and reinforces your purpose through referrals, sharing experiences, and learning from each other.

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4. Measuring and monitoring progress

Challenge how you collect feedback and measure metrics – are your metrics and vision aligned? Change your metrics so you are measuring the right things. You are looking for evidence of a change in behaviour – it’s vital that sentiment is analysed across all channels.

To have a culture of continuous improvement, it’s important to understand your customers. Using tools such as customer journey mapping and personas is key for everyone internally to identify the type of customer they are dealing with. Having common references and tools means that each touchpoint has an aligned way of delivering your defined experience.

Be wary, employees can become overwhelmed with too many KPIs to achieve, so make sure you prioritise the behaviour you want to achieve. Being monitored by quality and process can cause employees to lose sight of the customer.


A customer-centric culture is hard to maintain unless it is truly embedded into the DNA of the organisation. It requires persistence and commitment, however, the rewards are there. These show up as happy, engaged colleagues going above and beyond in their roles. This reflects in the customers’ needs being met, thus buying more, and recommending to others.

Are you struggling to adopt a customer-centric mindset in your business?

TribeCX can help