Customer Intimacy Goal Management Operations 
Harvard Business Review
AUGUST 8, 2011
Know your customers intimately. Never settling, IBM management charged a taskforce with developing a personal computer to compete in the young, growing market for smaller, more versatile machines. Newly appointed CEO Lou Gerstner logged thousands of hours visiting customers, industry experts and analysts.
Harvard Business Review
APRIL 18, 2013
Creating products and services for market segments of one (" mass customization ") isn''t easy. The only way it can happen: marketing, IT, operations, and human resources functions must collaborate in unprecedented ways. Developing customer trust requires managing interactions sensitively in an environment of increased transparency.
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