Customer intimacy is the literal translation of customer partnership. It stands for developing, building and maintaining the relationship.

Features of customer intimacy:

  • Decision-making authority for employees close to the customer;
  • Excel in customer attention and customer service;
  • No one-off transactions with the customer;
  • Product or service at (almost) individual level;
  • Wide variation in product range;
  • Maintains relations with the customer.

Why is this important?

Maintaining long-term relationships with customers is cheaper than one-off sales. Tapping into new customers costs money, such as advertising costs.

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