The customer takes control of the transaction, not the other way around. The customer is king. It's that basic. Companies have claimed to be customer-centric for years. Like a lot of trendy notions, most of it is lip service.
Service costs money.
Or, to put it another way, it costs money to offer service. So cut it. We'll never go backwards from here, back to stores that tell the customer how, when and what to buy. Now the customer chooses how, when and what, plus where and if. Customer-centric has outlived its faddish nomenclature to become a fact.