A service support agents adjusts support actions following a call form a frustrated user.

Customer orientation is an approach to business that focuses on assisting customers in achieving their goals, as opposed to adopting a sales oriented methodology12. It involves understanding the needs, expectations, and preferences of the customers and delivering value that meets or exceeds them. Customer orientation also implies adapting to the feedback and behavior of the customers and tailoring the service accordingly. Therefore, when a service support agent adjusts support actions following a call from a frustrated user, they are demonstrating customer orientation, as they are trying to resolve the user’s issue in a way that suits their emotional state and satisfaction level. Customer orientation is one of the key concepts in ITIL 4, as it helps to create value co-creation and drive stakeholder value34. It is also aligned with the ITIL guiding principles of focus on value, collaborate and promote visibility, and keep it simple and practical34. References:

The customer journey and ITIL 4 | Axelos3

Holistic IT – a non-siloed approach with ITIL 4 | Axelos4

Customer Orientation: What it Is and How to Implement It [+Examples]1

Mastering Customer Orientation: Definition, Importance and Strategies2