On which company website is there not a sentence like: "We are a customer-oriented company"? If it were enough to simply state such a sentence, customers would never have to deal with unfriendly service, unsuitable products, or confusing processes. The irritation over a lack of customer orientation can be observed not only from the customer side. Many executives are frustrated, wondering why their employees simply do not want to think in a customer-oriented way, while those same employees complain that they are overwhelmed with tasks from management that do not benefit the customer. This article is not a cure-all for the lack of customer orientation. Instead, it aims to clarify two areas. First, it will demonstrate how to identify customer benefits and customer needs.