Harvard Business Review

APRIL 18, 2013

Going to market effectively these days, no matter what business you''re in, means relating to customers as individuals — even if there are millions of them. retailer Tesco built detailed profiles of customers and then used these insights and a flexible supply chain to customize their products and offers.

Customer Intimacy 8

Customer Intimacy Supply Chain Market Segmentation Human Resources 8

Harvard Business Review

JULY 3, 2015

However, what these executives don’t fully appreciate is that the customer affinity spectrum extends far beyond promotion. Through co-creation, companies can access a deep well of customer capabilities, knowledge and assets. These four types of customers represent different levels of brand affinity: 1.

CRM 8

CRM Brand Business Model Intangible Assets 8

Harvard Business Review

APRIL 30, 2013

Most people think standard operating procedures are a strait jacket that limits their flexibility. They can actually make it easier to tailor customer experiences at low cost. As Chief Marketing Officer Paul Matsen told me, "We use enterprise-wide standards. I call this understanding and tailoring "customer intimacy" ).

Operations 8

Operations Customer Intimacy Supply Chain Wiersema 8

Harvard Business Review

MARCH 12, 2014

The culprit turned out to be a series of benches placed in front of the wall, limiting customer access. Marketing. A restaurant chain wanted to understand the whether or not sponsoring a local music festival had a measurable impact on customer visits. Operations. We are in the Age of the Customer.

Retail 8

Retail Customer Intimacy Apparel Wireless 8