“The purpose of any business is to create and keep a customer”—Theodore Levitt Customer-Centric Businesses Will Win Customer centricity started in the 60s with direct marketing. Since then, the omnipresence of the Internet has increased opportunities for companies and customers to interact. Customers became more connected and empowered and their expectations rose. At the same time, they turned into the main force driving the success (and failure) of businesses. For instance, it’s now easy for prospects to learn about your products from their peers. Online reviews, LinkedIn discussions and tweets are all at their fingertips. As a result, organizations that have a laser-like focus on delivering exceptional customer experiences will be tomorrow’s winners. They will align their operations with market needs so they can build products and offer services customers love, deliver them with ease and provide seamless support. In doing so, they will build enduring relationships.