What is customer-centric therapy?

What is customer-centric therapy?

Client-centered therapy, also known as human-centered therapy or Rogerian therapy, is a non-directed talk therapy developed by humanistic psychologist Carl Rogers in the 1940s and 1950s . In this approach, you play the role of an equal partner in the treatment process, and your therapist remains non-directive-they will not make judgments about your feelings, and will not provide suggestions or solutions.

Rogers is widely regarded as one of the most influential psychologists of the 20th century. He believes that people are the best experts in their lives and experiences.

Rogers also pointed out that people tend to be self-fulfilling, or eager to realize their potential and become the best version of themselves. His form of treatment aims to allow clients to realize this potential by making changes on their own.

Initially, Rogers called his technique “unguided therapy.” Much like the psychoanalyst Sigmund Freud (Sigmund Freud), Rogers believes that therapeutic relationships can bring insight and lasting change to clients.

Although his goal was to be as indirect as possible, he eventually realized that the therapist even guided the client in subtle ways. He also found that clients often seek some kind of guidance or guidance from their therapist.


Mental health professionals who use this method strive to create the conditions needed for change for their clients. This involves a submissive, non-judgmental, and empathetic treatment environment. They use three techniques to achieve this goal:

  • Authenticity and consistency
  • Unconditional active attention
  • Empathic understanding

By using these three techniques, the therapist can help the client to grow psychologically, improve self-awareness, and change their behavior through self-direction. In this environment, visitors will feel safe and not judged.

“Customer” and “Patient”

Rogers deliberately uses the term “customer” instead of “patient”. He believes that “patient” means that this person is sick and is seeking treatment from a therapist.

By using “clients”, Rogers emphasized the importance of individuals seeking help, controlling their own destiny, and overcoming difficulties. This kind of self-direction plays a vital role in client-centered therapy.

Authenticity and consistency

The client-centric therapist demonstrates sincerity and consistency with the client. This means that they always act according to their own thoughts and feelings, allowing themselves to share openly and honestly.

This requires self-awareness and a realistic understanding of how internal experiences (such as thoughts and feelings) interact with external experiences. By simulating authenticity and consistency, your therapist can help you teach these important skills.

Demonstrating sincerity and consistency can also help establish a safe and trusting relationship between you and your therapist. This trust helps create a sense of security, which can help you participate in therapy more comfortably.

Unconditional active attention

Your therapist will show unconditional positive attention no matter what you face or experience by always accepting your true identity and showing support and care. They may express positive feelings or provide comfort to you, or they may practice active listening, responsive eye contact, and positive body language to let you know that they are participating in a meeting.

By creating an atmosphere of unconditional positive attention, your therapist may help you feel able to express your true emotions without worrying about rejection. This is usually a positive experience, and it may lay the groundwork for you to make positive changes.

Empathic understanding

Your therapist will also practice empathy during treatment, acting as a mirror of your feelings and thoughts. They will seek to understand you and maintain awareness and sensitivity of your experiences and opinions.

The goal is to help you build a rapport with the therapist and make sure you feel fully understood. This may provide you with the environment you need to reflect on your inner thoughts, perceptions, and emotions, which may provide unique insights that you could not obtain before.

What can customer-centric therapy help

Customer-centric therapy can help people with the following experiences:

Benefits of customer-centric therapy

Customer-centric therapy may improve your self-concept, which is your organized beliefs and thoughts about yourself. Self-concept plays an important role not only in determining how people perceive themselves, but also in determining how they perceive and interact with the world around them.

Sometimes, self-concept is consistent with reality. In other cases, self-perception is impractical or inconsistent with what exists in the real world. Although most people distort reality at least to some extent, when self-concept conflicts with reality, inconsistencies can result.

For example, imagine a young woman who thinks she is boring and talkative even though others find her charming and very attractive. Because her self-perception is inconsistent with reality, she may feel poor self-esteem.

Through a customer-centric treatment process, you can learn to adjust your self-concept to achieve consistency. The technologies used in the customer-centric approach are focused on helping you see yourself and the world more realistically.


Several studies have shown that the technology used in customer-centric treatment is beneficial.

  • Authenticity and consistency seem to bring better results, especially when they are used in a school counseling environment.
  • Unconditional active attention is also effective, especially in improving the overall well-being of people with mood or anxiety disorders.
  • Empathy understanding seems to promote positive results, especially for people experiencing depression and anxiety.

It is not clear whether these factors alone are sufficient to promote lasting change for customers. The client’s outcome may also depend on their perception of the therapist—for example, if they don’t think their therapist is empathetic, they may not get a positive result from the treatment.

Things to consider

In order for customer-centric treatment to be effective, you need to be willing to share your internal experience with your therapist without their direct guidance or advice. You will act as an equal partner during treatment and will usually determine your course of treatment (although your therapist may also ask questions or seek clarification).

Although customer-centric therapy can help you gain the self-efficacy needed to lead a conversation, it may not be the ideal approach for everyone. Some people may find that they prefer a more instructive therapist.

The relationship you establish with your therapist is also an important part of this form of treatment. If you feel that your therapist does not understand you, or does not have enough security and support to share your thoughts publicly, then it will be more difficult to make progress.

How to start

In outpatient and inpatient settings, client-centric treatment can be performed individually or as part of group treatment. If you are looking for a therapist nearby, you can seek advice from your primary healthcare provider.

During your first treatment, your therapist will ask about the problems you are facing and why you are seeking treatment. They may also check how the treatment process works and answer any questions you may have, including questions about bills and health insurance.

Throughout the treatment process, your therapist will encourage you to play an equal role. They may reflect what you say to you to make sure they understand the thoughts and feelings you express. Overall, we will encourage you to explore the issues that are important to you, and your therapist will provide support in the process.