Customer Intimacy

Fred Wiersema's primary argument in his book, The Customer-Intimate Company, is that market-leading companies of today are employing the practices which he calls customer intimacy. Customer intimacy means building a relationship with your customers and suppliers, learning from them to improve productivity and create new services for them. This book uses real-world examples from some of today's best-known customer-intimate companies to demonstrate how a company can thrive in today's fiercely competitive marketplace by utilizing customer intimacy as a business strategy.