Building customer intimacy isn’t a new marketing buzzword but rather a long-standing value-building strategy that focuses a company on creating lasting relationships with its most important customers. Customer intimacy involves moving from transactional relationships with customers to deeper, more emotional connections between the person and the brand.
The way to do this is by better understanding, anticipating, and fulfilling customer needs, and to do so in a way that treats customers differently and addresses their own unique journey. A personalized customer experience will result in increases in loyalty, retention, advocacy, and ROI.
If executed correctly, customer intimacy can be a tremendous competitive advantage but it requires the proper internal capabilities, flawless activation, and rigorous measurement to be effective.
Listed below are four popular strategies for achieving excellent customer intimacy.
1. Customer Touchpoint Analysis
In the digital marketing age, there are not only new ways to reach your customers every day, but there are also growing expectations among customers for personalization.
2. Internal Brand Activation
You need your entire organization to be thinking like a customer to stay competitive, to innovate, and to respond quickly when you know something isn't creating value for your customer. How you activate internally makes or breaks a customer experience effort in an organization. Actively engaging in how their work contributes to an effective customer intimacy strategy can result in increased productivity by 22% or more, and has a direct effect on customer satisfaction.
3. Data Integration
Data collection and integration is a starting point for getting a clear picture of your customer, their behaviors, and current customer engagement points that will give your organization an understanding of how your customers currently interact with your brand and why. Spend time mapping out where you are collecting data across the customer lifecycle and where data could be collected to help drive better decisions. Consider how the data can be integrated to paint a more complete picture of your customer segments.
Equally important is an understanding of how to better meet the needs of your customers so that you can deliver a more personalized customer experience and increase customer engagement.
4. Customer Driven Management Approach
Putting the customer at the center of decision making is critical to creating an authentic and valuable customer experience. Agile Marketing, or Lean Marketing, enables organizations to deliver significant customer value through greater prioritization and enhanced learning around what delivers value for the customer. The agile marketing focuses teams on maximizing value to the customer through an iterative go to market model in a way that improves the speed, predictability, transparency, and adaptability of the marketing function. With customer feedback loops in place, agile marketing organizations’ focus is to satisfy the customer through early and continuous delivery of marketing that solves problems and creates value.
Learn more about our agile practice.