Master Thesis : "Turning the company CE+T Power from a product-centric to a customer-centric business model"

Abstract

This thesis explores how CE+T Power, a company specialized in power converters for critical backup applications, can evolve from a product-centric to a customer-centric business model. The research combines insights from academic literature with empirical data collected through a customer satisfaction survey and internal employee interviews. The findings reveal a significant misalignment between customer perceptions and employee assumptions, as well as structural and cultural barriers limiting customer orientation. Based on these insights, a transformation roadmap is proposed, structured around six strategic pillars aimed at improving customer understanding, operational responsiveness, internal collaboration, and leadership alignment. The study concludes that adopting a customer-centric approach is essential for CE+T Power to strengthen loyalty, reduce attrition, and secure sustainable growth.