In an increasingly competitive and demanding market, putting the customer at the centre of the strategy is no longer an option, but a necessity. The concept of customer centricity, or customer-centric approach, has established itself as one of the keys to designing services and spaces that truly respond to the needs of users. In the real estate sector, and especially in the field of office buildings and corporate spaces, this approach is transforming the way real estate is conceived, managed and evolved.

Listen before designing

The first step towards a customer centric strategy is to get to know the users in depth. It is no longer enough to assume what they need, they must be actively listened to. Tools such as surveys, qualitative interviews or behavioural analysis allow you to gather valuable information to understand their expectations, habits and preferences. This active listening is essential to adapt both services and physical spaces to their real needs.

The power of data: turning information into action

Thanks to digitalisation and the emergence of artificial intelligence, it is now possible to obtain a much more precise and dynamic vision of how buildings are used. Sensors, apps, reservation systems and management platforms generate data that, when correctly analysed, allow behavioural patterns to be identified and opportunities for improvement to be detected. The key is to transform this data into decisions that optimise the user experience, from climate control and lighting to service scheduling and space management.

Personalised experiences: the new expectation

Today’s user expects personalised experiences, also in the workplace. Flexible spaces, on-demand services, intuitive technology and close attention make the difference. Adapting environments to different user profiles, facilitating work-life balance and creating an environment that enhances well-being and productivity are aspects that are increasingly valued and decisive in the choice of a building.

Beyond design: strengthening the long-term relationship

Adopting a customer-centric mindset means not only designing better spaces but also building lasting relationships. A good day-to-day experience builds trust, increases satisfaction and improves retention. Companies that prioritise this approach not only build customer loyalty but also position themselves as industry benchmarks for innovation and adaptability.

Emotion as the new experiential differentiator

According to Havas Media’s “X Index 2025” report, emotion accounts for 60% of what defines a perfect customer experience, far outweighing functional, personal and collective factors. This study, which analysed the experience of 20,000 consumers in Spain with more than 200 brands, highlights that a strong emotional connection is essential to customer loyalty and satisfaction in today’s environment.

In addition, the report reveals that 69% of consumers may abandon a brand after a bad experience. This underlines the importance of designing experiences that are not only efficient, but also generate positive and memorable emotions.

The Gmp case: buildings connected to people

At Gmp we apply the customer centric approach across the board: from architectural design to the day-to-day management of our buildings. We actively listen to users through various channels and use digital tools such as the Gmp Smart app to adapt our services to their preferences. We also have a digital screen circuit in our buildings which has become an essential communication channel.

We understand that the emotional connection with our users is fundamental. For this reason, we have implemented initiatives that seek to generate positive and memorable emotions in those who occupy our spaces. From the creation of environments that promote well-being and productivity to the incorporation of technologies that facilitate interaction and the personalisation of services, our goal is that every person who works in our buildings feels that they are in the ideal place to develop and grow.