Customer orientation, as a consistent and sustainable alignment of corporate activities with the needs of customers, has been one of the most significant entrepreneurial attitudes since the 1990s, enabling companies to respond to the profound changes in the business environment and continue to operate successfully. A variety of tools are available to implement customer orientation, but a comprehensive investigation of their impact on success is still lacking. In a holistic approach, Christoph Gregori explores the relationship between customer orientation tools and business success. He also considers moderating environmental influences and synergy effects between the tools. Based on a broad empirical foundation from industry-wide data he has collected, he highlights the successes achieved.