Customer centric marketing focuses on satisfying individual customer needs rather than target markets. It allows firms to build customer satisfaction, loyalty, and long term viability through direct sales. Companies like Amazon and IBM center their strategy on customers, bundling services with products, inviting online communities, and ensuring easy contact. The customer centric approach changes business processes and culture to prioritize customer orientation across the organization. The goals are to understand customers, treat them as expected, respond to them, and anticipate needs.