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This technical note aims to help the personal development of management's customer orientation capacity. The customer is the reason why any company exists. Today, customers are better educated and better trained, more selective and demanding, and they have a greater capacity for choice. As such, customer orientation is more important than ever for the survival of the company. If a company wishes to develop a customer orientation culture capable of producing satisfied customers, based both on faithful customers and faithful and satisfied employees, it is essential to have a team that is in tune with that culture; that is to say, able to diagnose customer needs, satisfy them, and evaluate quality and satisfaction. In this way, the cycle never ends: thanks to quality and satisfaction evaluations, it is possible to diagnose and satisfy new customer needs, both external and internal. A service approach is essential in this context, constituting the differentiating factor in the value perceived by the customer. The technical note looks in depth at how to diagnose and satisfy customer needs, how to develop a service approach, and, above all, how to begin putting customer orientation, both internal and external, in practice.