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
Apprentices
Career starters
Experienced
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.


Dimensions


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

Similar test procedures

The situational judgement test CUSTOMIZE measures the ability to correctly assess everyday professional situations in professions with customer contact, identify targeted alternative courses of action and make the right decision based on this.
Duration: 15 minutes

Read more