Page 1: Introduction
Customer orientation describes the way in which firms concentrate on discovering their customers' needs and then meeting those requirements. This case study illustrates customer orientation by showing how Yorkshire Building Society (YBS) has carried out detailed research into the financial requirements of young people with a view to offering them products that most meet their needs.
YBS has 131 branches across the UK, 2,000 staff and nearly 2 million members. It offers a portfolio of products designed to meet a variety of consumer requirements. In 2002, YBS completed the implementation of a retail strategy designed to tailor branches to meet local needs and enhance the customer experience. One of the major aims was to attract a new generation of customers and develop existing customer relationships.