Customer Intimacy Management Marketing System 
Next Level Blog
FEBRUARY 1, 2022
Back in my own days as an executive, I was hugely influenced by a book called The Discipline of Market Leaders. The authors argued that companies had to pick between one of three paths to value creation and success in the market – operational excellence, customer intimacy or product leadership.
Harvard Business Review
SEPTEMBER 6, 2013
Bean is embarking on a major investment in its systems infrastructure. Terry Sutton , vice president of business transformation, told me that "The systems we''re implementing are about operational excellence. As a direct marketer we have been good at customer intimacy. We know a lot about our customers.
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Harvard Business Review
APRIL 30, 2013
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. There is one marketing communications team, and we work across all our institutes, such as heart and vascular, or cancer.
Harvard Business Review
AUGUST 8, 2011
At its 100-year milestone, IBM shows us what it takes to outlast depression, war, and intense competition in order to remain a market leader in the midst of ongoing technological innovation. By 1955, IBM's revenues were $564 million and it led the world market in making computers. Here are several lessons worth sharing.
Harvard Business Review
JUNE 24, 2013
In his book Antifragile , Nassim Nicholas Taleb describes how some systems, such as biological ones, gain from disorder. Anti-fragile systems love randomness and uncertainty; going beyond resilience or robustness, they get stronger with stress and volatility. and in its home market in the U.K.
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.
Harvard Business Review
JUNE 17, 2015
How well do you know your customers? This seems to be a key question on the minds of not just marketers, but company strategists these days. This intensive customer focus has increased as technology-enabled transparency and online social media accelerate an inexorable flow of market power downstream from suppliers to customers.
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