Introduction and Definition of Customer Centric In the modern-day era, the way business is conducted changing with most organizations realizing that the key to success lies with the number one priority of the organization who is the customer. Organizations are (Davis 2004, pp. 14) becoming aware that consumers may not enjoy products that are designed just to drive the sales of the organization higher, rather than catering for the needs of the consumer through incorporating the consumer into every decision that is made by the organization (Davis 2004, pp. 14). In most cases, large organizations strive to realize more revenues which are generated from the sales of already existing portfolio of products. However, generating increased revenue may be hard for large organizations through the sale of products which have already been launched by the organization, and this calls for the inevitable change by organizations through integrated solutions (IS). Brandy at el (2005, pp. 4) defines integrated solutions as “combining products and systems with services in order to specify, design, deliver, finance, maintain, support and operate a system throughout its life cycle”. Firms, while moving to integrated solutions, can use their own manufactured products and services or the products and services of competitors. One of the main reasons as to why firms are shifting to customer-centric (Davis & Hobday 2005, pp.10) is to stay afloat in the business in light of its competitors. Firms have realized that managing relationships with the already existing customer has long term benefits as opposed to being product or service-centric. Integrated solutions, therefore, allows firms to compete with other firms in the industry, owing to the fact that firms that have incorporated integration offers coordinated products/services and sells them as a whole. Customer’s needs are not static and they, therefore, keep on changing with time (Taylor 2000, pp. 41). For organizations to effectively cater for the ever-changing needs of the consumer, integrated solutions are adopted where the organization is to provide the customer with a whole set of products and services that have been integrated into a whole and this means that the organization has to keep on searching for solutions to consumer’s needs even before the needs arise (Pine 1993, pp. 34). Organizations do these in order to stay afloat in the market and always have solutions to consumers needs. To be in a position to offer integrated solutions, firms adopt capabilities that allow them to foresee the needs of the consumer and also through mergers and acquiring competitors firms to offer a whole range of products and services to the consumer. Of importance to note is that firms will merge or acquire competitors firms in order to merge their product or services with those provided by the competitors and helps firms in winning more customers. Customer-centric is a new and emerging concept in the world of business with very few organizations walking the talk of catering for the needs of the consumer. An organization that is customer-centric tailors its resources in accordance to what the customer wants (Franke, Keinz & Steger 2009, pp. 67). By resources we are referring to all those important aspects in