Customer orientation should be a matter of course, as it represents an important competitive parameter. Providers of financial services recognized this relatively late, but have largely integrated it into their strategies. However, the needs of a customer must be sufficiently differentiated in order to respond appropriately. Therefore, the question of the analytics that are meaningful for a practically implemented customer orientation is of particular importance. Reinhard Schmidt develops an approach for improved customer orientation in banking using the example of investment funds. He demonstrates that this can and must be supported by the use of psychometric survey methods and multivariate statistics. The author outlines a practical operationalization of customer orientation.