Customer centricity is a strategy to fundamentally align a company’s products and services with the wants and needs of its most valuable customers (as defined by Peter Fader). Customer centricity encompasses three things. Firstly, companies should focus significantly on retaining their best customers (retention). Secondly, they should focus on acquiring new customers that are very similar to their current top 5 to 10% customer base (acquisition). Thirdly, companies should also align the development of their products and services with the expectations & needs of their most valuable customers.