A customer-centric culture adopted at ACTEON

Development and implementation of a strategy to enhance customer satisfaction for ACTEON customers (distributors) and end-users (dental professionals).

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Customer Centricity at ACTEON

Strategic Challenge

ACTEON Group has been rapidly expanding through acquisitions in different regions. However, to continue growing sustainably, they were convinced they needed to invest in a customer-centric culture.

To achieve this, they wanted to gain a better understanding of how their products and current services are perceived by customers compared to their competitors in various markets.

Additionally, ACTEON aimed to identify unmet needs among dealers and end users such as dentists, orthodontists, and hygienists. 

Internally, they wanted to evaluate their customer-centric maturity level and identify opportunities for improvement. ACTEON intended to increase its maturity by implementing targeted improvement actions and fostering a customer-oriented mindset across all departments.

Working with Möbius for our Customer Experience implementation project was a strategic decision driven by their reputation for innovation and expertise. Their tailored approach understood our specific needs, creating a custom-made solution that surpassed our expectations. The transparent collaboration and skills of their team were helpful in the successful integration of new initiatives, significantly enhancing our customer relations. 

Laurent Zenou Group Product Director & Chief Customer Experience


We started with an assessment of the current situation. How customer-oriented are the departments today? How satisfied are customers today with the various ACTEON dentistry services and products? We gathered relevant insights via a mix of: 

  • In-depth interviews with relevant internal stakeholders, 

  • Analysis of customer data

  • Qualitative research amongst dealers across markets

  • Quantitative research amongst dealers and end users  

We then got to work with all the insights and, in co-creation with management, formulated a vision for customer centricity and a CX roadmap for the next three years. 


Customer Centricity

An important aspect here was setting up a customer-centric culture. To this end, we brought together a network of CX ambassadors. We provided training and inspiration sessions and defined CX improvement projects across the organisations significantly impacting customer satisfaction. One example of such a CX improvement project was customer service optimisation


  • Insight into customer satisfaction among dealers and end customers across countries and by country

  • Overview of targeted CX improvement projects and quick wins

  • Setup of an internal CX community with trained CX ambassadors in the different departments

  • Action plan for evolution towards higher CX maturity

Everyone in our organisation should know what our customers expect and how he or she contributes to those expectations.

Michael Rynerson ex-CEO Acteon Group

The achieved results, including a notable increase in customer satisfaction and improved operational performance, testify to Möbius' exceptional effectiveness in the field of Customer Experience.

Laurent Zenou Group Product Director & Chief Customer Experience