CUSTOMER ORIENTATION – CSO
Customer orientation describes the behaviour in customer situations and the individual basic attitude towards the needs and expectations of customers.
Personality Test with verbal content
15 items
Test without time limit
Processing time: approx. 4 minutes
Inhouse-test with supervision
Home-test without supervision
Languages:
Croatian, Dutch, English, Chinese, Farsi, French, German, Hungarian, Italian, Polish, Portuguese, Romanian, Serbian, Slovak, Slovenian, Spanish, Swedish, Turkish
other languages on request
Optimized for
desktop, tablet, smartphone
| Level |  |
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| Apprentices |  |
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| Career starters | |
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| Experienced | |
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| Management | |
People with a high customer focus can tailor their actions to the needs and expectations of their customers. They are forward-looking and empathetic, act actively and bindingly towards customers and know adequate behaviours when dealing with customers. Service orientation is an important prerequisite for their professional success.
Instructions
CSO is processed on a randomised basis in Likert scale format. Following an introductory instruction, individual job-related statements (items) are specified, which must be evaluated on a 7-level scale with regard to agreement/disagreement. All items of the item pool are in random order. The presentation typically takes place together with other personality scales in a test module. The items from the various tests are mixed together to reduce fatigue and transparency and thus socially desired response behaviour.
Theoretical background
Customer orientation is demonstrated by the commitment, empathy and anticipation of customer requests. However, people with a high level of customer orientation also keep an eye on the overall economic interest of their own organisation. People who demonstrate such behaviours are similar in specific personality traits. They are typically extrovert, conscientious and socially competent.
This finding has also been confirmed in the test development: Items that have proven to be particularly predictive for predicting customer orientation resemble items that measure extraversion, social competence and conscientiousness. Customer orientation is therefore often referred to in research as compound trait, i.e. a behavioural tendency that consists of several facets of personality.
A high level of customer orientation is an important prerequisite for professional success if customer contact plays a central role in the respective profession. The process is therefore particularly suitable for those professions in which customer interaction frequently takes place. It is of secondary importance whether they are external customers or internal customers from one's own organisation.
Psychometric properties
Reliability
α = .95
Construct validity
convergent:
.87 Work-related Achievement Motivation (DRIVE)
.41 Integrity (PIA)
.51 Behaviour in Customer Situations (CUSTOM!ZE)
divergent:
.05 Spatial Sense (SPACE)
.10 Technical-Mechanical Understanding (TMV)
Criterion validity
.19 Sales success
Norm basis
N > 50,000