Customers are the lifeline of any organization to survive and thrive. In today’s competitive world, organizations competitive advantages are blurring, customers’ are surfeit with options, competition is vying for same customers with compelling offers, expectations have increased, access to social media to share experiences and gather feedback about a product/service is on the rise, has less/no threshold for dealing with poor quality of product or support. All of these trends have a domino effect on organizations.