You need to know your customer first before you build that relationship. Five Ways to Increase Customer Relevance and Intimacy. Apart from the right product, right quality and the right pricing, it is those value systems and strategies that these Organizations pursue relentlessly that makes them the leaders. These companies focus on providing the services specifically needed by their customer. At the heart of this trend lies three dominant customer … Customer intimacy goes beyond talking to customers. Customer intimate companies don’t deliver what the market wants, but what a specific customer wants. To learn more, learn how to create an effective customer journey map. Capitalize on social proof by writing case studies and soliciting testimonials from your happy customers. Zappos didn't originally start with a 365-day return policy, for example. It serves customers who are willing to pay a premium to get precisely what they want and specializes in satisfying unique customer needs through an intimate knowledge of the customers. Marketing automation software. Customer Intimacy refers to the art of getting to know the Customer’s business and problems better and being able to provide solutions that alleviate the customer’s problems rather than just sell one’s product or service to the customer. As society becomes ever more digitised and individualised, creating unique and differentiated ‘customer experiences’ combined with a ‘personal connection’ is more important than ever. Even if they really love the product, are they still getting benefit from it over time? Customer intimacy creates a virtuous circle: the better the supplier knows the customer company with its objectives and difficulties, the better able he is to provide an optimal solution. Customer intimacy isn't just about taking a proactive approach with customers, but about targeting a specific subset of customers whose desires you know you can meet. Try it out. Management Study Guide is a complete tutorial for management students, where students can learn the basics as well as advanced concepts related to management and its related subjects. But an internal company culture which put the customer first and allowed itself to test and tweak its business processes encouraged the evolution of the return policy over time. Stay up to date with the latest marketing, sales, and service tips and news. These four companies are great examples of different strategies that a business can use to build customer intimacy (and you can learn more about B2B customer service here). Companies that focus on customer intimacy are ones that create close relationships with their customers and fully understand their business. So your company’s Net Promoter Score, or rate of people who would recommend your business to others, can be a good indication of where your customer service stands and another way to measure customer service. Customer Intimacy Refers To Companies That _____. As Tony Hsieh puts it, "Originally, our returns policy was only 30 days, but we kept increasing it at the urging of our customers, who became more loyal as we lengthened the returns period.". A company that delivers value based on this concept also builds bonds with clients like those between good old friends. These companies focus on providing the services specifically needed by their customer. The successful design of solutions requires vendors to possess deep customer knowledge as well as insights into their customers’ business processes. The next time someone had an issue in their home they needed to fix, they would know they can go into Home Depot not just to buy what they needed, but to find out what they needed to buy. But, what exactly is customer intimacy? Brendan Maree, Vice President Asia Pacific at SaaS provider 8x8, on how large companies can imitate the customer intimacy of small businesses. Companies that excel in customer intimacy combine detailed customer knowledge with opera-tional flexibility so they can respond quickly to al-most any need, from customizing a product to ful-filling special requests. Which means that after watching hours of Geek Squad videos this audience trusted Geek Squad to be able to help them; converting a customer through the trust which the video content had created. Create an amazing customer support system. Then you can become proactive and highly customer-centric. Personalization, prediction and adaptability are three dominant consumer expectations that are driving a trend toward virtual customer intimacy. D) are good at production, delivery, price, and convenience. They differ from the rest not by pricing or product but by their approach and superior value addition that they provide to the Customers. If you can compare those rates to competitor performance, then you'll be in a great position to understand how your customer intimacy program is measuring up in the real world. Transform the Customer Experience With an NPS. No doubt companies invest a lot of money and effort in Customer service. Treacy describes customer intimacy as, " … segmenting and targeting markets precisely and then tailoring offerings to match exactly the demands of those niches. Happy customers, are they still getting benefit from intimacy refers to companies that focus on the. They were there organically as well makes some organizations Leaders brand has an image! Drastically impact on the rate of churn lines of communication open customer onboarding period can drastically impact on rate... 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