Blue Origin's facility in Florida. The company hopes a planned November rocket launch will prove it can still catch up to SpaceX. Mario Tama/Getty ImagesJeff Bezos' space rocket company, Blue Origin, has long lagged behind Elon Musk's SpaceX.Its CEO, David Limp, thinks adopting some of Amazon's customer-centric culture will help.He is also looking to the November launch of its New Glenn rocket to prove it can compete.Jeff Bezos started his Blue Origin rocket company with a mission to make flying to space so cheap it would open up a new era of "entrepreneurial dynamism."But since its founding, Blue Origin has fallen behind other rocket companies, like Elon Musk's SpaceX.Its new CEO, David Limp, who spent 15 years at Amazon, thinks taking a page from the e-commerce giant's customer-centric culture could be the key to turning things around."Even if the technology is really nice and fun … the customer has to be front and center," he told CNBC in a recent interview.Limp said part of the problem at Blue Origin when he took over almost a year ago was that it was stuck in a research and development phase, and needed to start manufacturing faster and putting the customer — whether that's a scientist or a space tourist — front and center."We were very, very good at building shiny factories and very good at building high-fidelity prototypes.