Customer centricity is a strategy to fundamentally align a company’s products and services with the wants and needs of its most valuable customers to maximize profits for the long term.

Customer centricity refers to the orientation of a company to the needs and behaviours of its customers, rather than internal drivers (such as the quest for short term profit).

Unfortunately, most companies are not practitioners of "customer-centricity," although they pay lip-service to the concept.

A customer centric approach assists an organisation in building important relationships with internal and external customers. Through this approach the customer becomes the central platform from which the organisation operates from and any decisions taken are viewed from the customer’s point of view. Although such an approach sounds simple, it does not evolve in many organisations. Most organisations fail to understand their customers and amend or fine tune their products/services in accordance to customer needs.