Harvard Business Review
SEPTEMBER 6, 2013
As a direct marketer we have been good at customer intimacy. We know a lot about our customers. We have known for a long time that we needed to be operationally excellent, but in the past we''ve fixed problems reactively, after the event, to keep customers happy. But it isn''t easy.
Harvard Business Review
FEBRUARY 3, 2014
In particular, we encourage them to immerse themselves with customers, learn their problems, and do some services projects that not only generate cash, but also generate customer intimacy and trust.
Harvard Business Review
JULY 3, 2015
The idea of “co-creating” with customers has been circulating for years, but until recently few companies effectively exploited its power or understood its contribution to the bottom line. When customers co-create and have a vested interest in its success, they are more willing to share personal data and other assets with it.
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