The success of a business is measured by its bottom line profitability and the number of satisfied customers. Although these two factors seem contradictory at first glance, they are heavily interrelated. Businesses often think that providing enhanced customer experiences requires a lot of financial resources, which escalate costs. However, industry leaders like Amazon and Zappos have demonstrated that providing quality customer experience is the only long term option for achieving a stable market position in this fiercely competitive world. Why Focus on Customer Centricity?