REAP WHAT YOU SOW , is a universal truth.
If your organisation has systems , processes, targets , thinking and culture of MAKING MONEY at ANY cost. Your people are out there in the market will mis sell, over commit , indulge in unethical business practices, do all kinds of accounting jugglery , evade tax , do environmental harm, breaks laws. In the process your organisation will become anti social organisation though doing so called legal business. You will attract and recruit people with similar culture and mindset.
Fruits on the tree are the result of its seed, root, water , fertilizers & environmental support it consumes.
If you want Apple you need to sow seeds of Apple. This is the first and foremost requirements. Business culture percolates from the top is seed for the business. You cant expect your people to be honest when top management is indulging in all sorts of wrong doings.
After the first step of sowing the seed, you need to nurture the tree with regular water, fertilizer and allow sun rays in right quality to get the best fruit. Even organic and inorganic fertilizers can impact the outcome. Likewise business processes, training and soft skills of the people, IT systems, leadership everything matters and impact the customer experience your company is offering to your customers.
When you need to offer Kashmiri Apple roped with organic fertilizers , you need that kind of environment and nurturing. You will not get the same Apple if you grow it in different environment and offers inorganic fertilizers like cosmetic culture. 
Therefore if you wish to attain SUSTAINABLE competitive advantage of offering delightful customer experience (CX), it starts with seed i.e. culture. Only system, processes and training wont last much. Look at all companies known in CX space and you will realise how their culture is and why they are leading in CX space. Be it Virgin, Starbucks, Zappos or Apple.
You can create delight factor for sometime or for some products/services or for some processes but it wont be sustainable if it is not through culture change. Seed has to be right for delightful products or else delightful products are by chance and not by choice.
Problem is top management expect best of the fruits - business performance but they turn blind eye on what it takes.
The above report indicates possibility of loss of business internationally by Indian firms. However within India due to poor or not so delightful customer experience how much business local firms can lose to competing firms is yet not known.
Bottom line is clear , if you want better bottom line , focus on CX and if you want better CX focus on seed i.e. culture at the top.
