Customer Intimacy

Definition: Customer Intimacy is one of the 3 possible value disciplines as described by Treacy and Wiersema.
To achieve CI, a firm has to excel in customer attention and customer service. Tailors its products and services to individual or almost individual customers. Large variation in product assortment. Focus is on: CRM, delivering products and services on time and above customer expectations, lifetime value concepts, reliability, being close to the customer. Employee empowerment gives decision authority to employees that are close to the customer.
The other two generic strategic orientations are: operational excellence and product leadership.

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