Customer Intimacy vs. Customer Satisfaction


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. Perhaps that’s what inspired Fred Wiersema to go on to write Customer Intimacy: Pick Your Partners, Shape Your Culture, Win Together.

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Standard Operating Procedures Can Make You More Flexible

Harvard Business Review

Twenty years ago my friends Michael Treacy and Fred Wiersema asserted in their HBR article "Customer Intimacy and other Value Disciplines" that leading companies succeed by excelling at one of three "value disciplines" — operational excellence, customer intimacy or product leadership — while meeting industry standards in the other two. Most people think standard operating procedures are a strait jacket that limits their flexibility.