There is a wind of change in the way business operate. Talking about customer centricity has been one of the trending topics in marketing for a while now. But is it just a hype? The reality shows that all companies starting their digitalisation journey will sooner or later discover that it is essential to keep the customer at the centre of their business model. Experience keeps showing that this is the only way to drive success, yet it does not mean that “the client is always right”. Its real meaning consists on keeping the customer in mind at every stage of the business analysis.