What does it mean to be customer intimate?
DOI link for What does it mean to be customer intimate?
What does it mean to be customer intimate? book
The last part of this book deals with the customer-intimacy operating model. In most industries today, it is difﬁcult to make money by just selling products and services to customers. Stand-alone products and services commoditize rapidly and collapse proﬁt margins. That made Jay Galbraith conclude that the new foundation of proﬁtability is the customer relationship.1 In response, some organizations have developed value-added strategies, through which they establish long-lasting relationships with their most important customers.