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08.05.2025
How do Bavarian SMEs implement the strategic approach of "customer centricity"?
In practical company portraits, we show how companies consistently place the customer at the center of their activities - such as BAG TO LIFE (B2L). The best practice shows how customer centricity contributes to entrepreneurial success.
Interview with Kerstin Rank: Customer centricity at BAG TO LIFE
Bag To Life combines sustainable product development with social responsibility. The company produces environmentally friendly bags from upcycled materials and at the same time creates jobs for disadvantaged groups. The B2L agency supports this process with creative consulting and strategic planning to successfully position the brand. With a focus on innovation and sustainability, Bag To Life offers fashionable and environmentally conscious solutions, while the agency delivers customized marketing strategies to effectively spread the message.
"You can't do it without trust. Before the project starts, we let the customer know that we can develop the product according to the company's wishes and style. We show them exactly where the journey can take them. At the beginning, it is important to dispel any concerns: We notice where the shoe pinches and solve it. The customer must realize that we see problems in advance and take on the challenges. That's how we respond to the customer and relieve them of burdens."
Kerstin Rank
Managing Director at BAG TO LIFE (B2L GmbH & Co. KG)
B2L sets the entry threshold for the customer as low as possible. This enables the SME to overcome customer hurdles before the product is purchased. The customer-centric approach enables the implementation of new projects and thus leads to economic success.
The project partner is shown practicable solutions to become more sustainable
BAG TO LIFE pursues this goal when acquiring new customers. The B2L agency supports companies in becoming sustainable by processing materials and using them for new, customized products - from bags to seating.
The agency works closely with clients to meet their individual needs, such as developing tool bags from old functional clothing or creating customized customer gifts.
B2L offers an easy way to realize sustainable goals. Through creative solutions and customization, the agency creates practical added value for clients and provides sustainability content for their corporate communications.
Taking customer wishes into account in design and appearance
It is important to understand the visual appearance - the corporate identity - of the customer. This is the basis for integrating the customer's corporate identity into upcycling projects in order to achieve the desired external impact. Trust is the key to any project: this is best achieved by outlining the project process in detail in advance and understanding the client's challenges and concerns. As the client does not have the final product in front of them, prototypes are used to show that the result will be finished according to their corporate design (CD), be it subtle or eye-catching. B2L uses the company's design style guide and adapts it to the upcycled products. B2L also uses references and examples to show how the collaboration can be successfully designed.
Identifying customer concerns before implementation
B2L identifies and solves clients' individual challenges before the project can move forward. This includes, for example, tackling logistical challenges such as the management and storage of materials. If customers have missing processes or logistical hurdles, B2L takes on tasks such as stocktaking or the temporary storage of materials to facilitate the process. Problems are queried at an early stage in order to clarify potential hurdles in advance and ensure smooth implementation.
Letting the customer decide the scope of their contribution
B2L's customer centricity is reflected in the flexible adaptation to the wishes of each individual customer. Depending on their preferences, the customer has more or less influence on the end product: some companies have a clear idea, others are still unsure. B2L adapts to the respective development process and responds to individual needs. This ensures that the solution is precisely tailored to the customer's requirements and expectations.
Successful in the market through customer centricity
We are convinced that companies with a clear focus on the customer are more successful in creating the optimal solution for their
target group. In our opinion, customer centricity is more than just an optimized process - the ideal "customer journey". It is a
company-wide attitude - the customer-centric mindset: We want to maximize added value for our customers. We
focus on long-term customer relationships. We place the "voice of the customer" at the center of everything we do.
As Innovation Management (TIM) at Bayern Innovativ, we show you the path to customer-centric innovation - using selected
company examples. In short portraits of Bavarian SMEs, we shed light on how customer centricity works in practice: from understanding
and defining customer needs to designing products, testing and obtaining feedback.
CEO-Talk Mittelstand „Customer centricity & innovation"
May 15, 2025 | Nuremberg
Making future-proof decisions for your company:
Those who understand their customers can grow sustainably and drive innovation in a targeted manner.
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Get to know innovative approaches for successful strategic decisions based on a customer-centric culture through networking and keynote speeches!
