Customer Intimacy Marketing Operations Wiersema 
CO2
NOVEMBER 17, 2011
These paths are clearly and effectively outlined by Fred Wiersema and Michael Treacy in The Discipline of Market Leaders: Choose Your Customers, Narrow Your Focus, Dominate Your Market : 1) Operational Excellence – Lowest Cost. 3) Customer Intimacy – Best Overall Solution.
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" ).
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