Recently, I had the privilege of delivering a keynote address and a series of in-depth training programs for a client in Australia. The initiative was aimed at improving the customer experiencebut it wasn't just about energizing customer-facing teams; it was a company-wide effort aimed at inculcating a customer-centric mindset throughout the organization.

Their leadership gets it. They understand that every employee, regardless of their role, plays a key role in shaping the ultimate customer experience as well as their brand.

This experience reinforced my belief that customer centricity is a critical topic that every leader, manager and employee must understand. Let's consider why this topic is so important.

In today's competitive market, businesses face a new reality: customer expectations are increasing. Gone are the days when offering a good product or a transactional service was enough. Customers now demand personalized and memorable experiences with brands they choose to engage with. To stay ahead, companies must adopt a customer-centric culture — where every action, every process and every decision aims to improve the customer experience.

At the core of this concept is the understanding that ANY the employee plays a role in the customer journey. It is not just the responsibility of the customer service or sales teams. Whether interacting directly with customers or not, every person within the organization has a profound impact on the customer experience and the company's brand.

Let's explore what it means to create one customer-centric culture and how to instill this mindset in every person in every department.

How non-customer facing roles affect customers

Consider Best Buy, a retailer specializing in consumer electronics. Best Buy sales associates interact directly with store customers, helping to select products. But customer experience extends beyond sales teams. EMPLOYEE across departmentsincluding logistics, inventory management and corporate teams, play critical roles in shaping how customers perceive the brand.

For example, inventory managers ensure that shelves are stocked. If they fail, customers may leave frustrated. Similarly, corporate decisions about product selection or pricing affect what is available. These behind-the-scenes roles directly affect whether a customer leaves satisfied or disappointed.

This highlights a fundamental truth: customer experience is shaped by everyone in the company, not just the employees who interact directly with customers.

Why a customer-centric culture matters

Customers today expect more than just transactions. They seek relationships with brands that deliver value in every interaction. Providing a consistently exceptional customer experience is not the job of one department; it is the responsibility of the entire organization.

At Best Buy, customer focus is embedded in the DNA of the company. From marketing to operations, the work of every team ultimately serves the customer. And it's working! Despite competition from online giants like Amazon, Best Buy has held its own by improving the experience through expert advice and after-sales support, areas where online retailers often lack.

Related: How to cultivate a customer-centric approach to brand building

A customer-centric culture is the responsibility of every employee

So how can a company ensure that every employee adopts a customer-centric mindset?

1. Understand the bigger picture: Every employee needs to see how their role relates to the overall customer experience. For example, even employees in departments like IT or HR play an important role in shaping that experience. IT can improve customer interactions by ensuring that systems, such as the company's website or in-store technology, run smoothly for a seamless shopping experience. HRin turn, it contributes by maintaining a positive work culture that energizes and supports customer-facing employees, helping them provide the best possible service both in-store and online.
2. cooperation: A customer-centric culture thrives on teamwork. Employees should feel comfortable asking colleagues, “How can I help you improve the customer experience?” Cross-departmental collaboration ensures that every team member is aligned in customer service, either directly or indirectly.
3. Create a customer centricity strategy: Embedding a customer-centric mindset into a company's culture requires deliberate effort. Employees must be strategic about how they approach their roles. For example, teams should regularly review customer feedback to improve their product offerings and improve service. Whether it's improving the in-person customer experience, optimizing the online shopping journey, or streamlining delivery processes, businesses must constantly adjust their strategies based on customer needs and feedback. This continuous refinement ensures that the company evolves with customer expectations, while maintaining its reputation as a customer-first organization.

Making customer experience part of the DNA

Becoming customer-centric doesn't happen overnight. It requires constant commitment from everyone. Your employees should be encouraged to consider how their tasks affect the customer. Whether you manage inventory, assist customers in the store or in their office, or oversee logistics, every action must be evaluated through the lens of customer impact. This customer-first mentality should become part of every employee's daily routine, ensuring that the customer experience is always a priority.

Related: Customer Focus: What It Is, Why It Matters, and How to Improve Yours

The “Three Questions” of a Customer-Centric Employee

To strengthen customer obsession, employees must embrace what I call the “Three Questions” of a customer-obsessed employee:

1. Ask how you can support colleagues in improving customer interactions. Even if you don't work directly with customers, the support of teammates can increase overall satisfaction.
2. Ask how processes can be improved for the customer experience. Identifying inefficiencies within internal processes and suggesting improvements helps improve service.
3. Ask how you can take ownership of the client's results. Recognize that your work contributes to the company's customer experience, whether or not you're customer-facing. Ownership and proactive thinking positively impact overall success.

Recognizing and celebrating progress

Creating a customer-centric culture requires continuous improvement and regular recognition. Celebrating and rewarding customer-centric behaviors reinforces their importance and motivates employees to strive for excellence. Recognizing these efforts, companies foster an environment where employees take pride in contributing to the mission of putting customers first.

Related: Starting my first business at age 11 taught me these 4 lifelong business lessons

A customer-centric culture is not built in silos. It is built when every employee, regardless of role, adopts a customer obsession mindset. It's about going beyond job descriptions and asking, “How does my work affect the client?”

When every team member works toward the same goal—delivering an exceptional experience—customer satisfaction increases, employee morale improves, and the company gains a competitive advantage.

After all, customer-centric organizations don't just meet expectations—they exceed them. This success requires a unified, company-wide commitment. By introducing customer centricity into the business, employees will feel empowered, customers will be satisfied and the organization will thrive for years to come.