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Getting Intimate with Your Customers...

January 2010by Moshe Engelberg, Ph.D.

 

No, not low lights, mood music or negligees. Customer intimacy is a business philosophy that commits you to deeply connecting with your customers. The deeper you connect, the more you sell. When you are customer intimate, you focus on specific customers, precisely tailor your offerings to what they want and need, and do (almost) whatever it takes to make them happy. You really understand and care about them. And that makes for very loyal and profitable customers.

Here's the rub: Most every executive will say they are committed to connecting with their customers. In thought, they are. But in practice, it's often a different story. Customer intimacy is hard to achieve. It's a long-term strategy that requires organizational responsiveness and allows creativity to meet customer needs. These realities may not be popular. But customer intimacy can be highly lucrative, and fundamental to a company's identity and image.

The first step is to decide if you have what it takes to be customer intimate over the long run. Consider: Money aside, how deeply do you care about your customers? Do you commit resources to really understand them? How far will you go to satisfy them?

Moshe Engelberg, Ph.D., M.P.H.
President
ResearchWorks, Inc.
12396 World Trade Drive
Suite 313
San Diego, CA 92128

Phone 858-487-8200
Fax   858-487-8264
moshe@researchworks.com
www.researchworks.com


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