Dr. Nicolás Kfuri's masterclass on customer centricity for Bahri emphasizes transforming logistics by prioritizing the customer experience. It outlines four key areas: product design based on customer needs, exceeding expectations in service delivery, clear communication, and using customer data for decision-making. The material highlights the business advantages of customer centricity, such as increased retention and revenue growth, and traces the evolution of shipping and logistics. Finally, it presents pillars and strategies for embedding a customer-centric mindset within the organization, including feedback mechanisms and continuous improvement.