Customer centricity philosophy puts the customers and not the products at the center of the firms’ concerns. Companies needs to fully commit to customer centricity at all levels from leadership, organization structure, processes and actual performances. This research investigates customer centricity in a services field that is the one of hospitality. Hotels can actually create and in some case cocreate value by putting guests at the center of their daily operations. This is possible thanks to the advent of advanced CRM technologies which enables extreme services personalization and superior guest satisfaction. Thanks to a multiple cases study approach this research investigates four properties where and advanced CRM technology (i.e. was installed. The systems allowed a complete shift in the firm culture impacting on average guests rating and on guest topics discussed within online reviews.