Is being customer centric altruistic?

Often qualities of altruism, sacrifice and benevolance are associated with customer centricity. The common perception is that being customer centric is tantamount to accepting a win-loose (the customer centric organization loosing to the customer) strategy. Best left to the realms of business idealism?

Being customer centric means that the supplier organization is sensitized to the world of its customers. What are their business challenges? What does it take to succeed in that world? What is my customer's strategy? What adds value to my customer or their customers? Basically - the abiliy to get into our customers shoes.

Isn't this something we see in a ot of successful people around us.