Customer Intimacy

A strategic approach focused on delivering precisely what specific customers want through detailed customer knowledge and operational flexibility. Organizations pursuing customer intimacy continually tailor and shape products and services to fit increasingly precise definitions of customer segments. This strategy requires deep customer insights, relationship-building capabilities, and often entails higher costs that are justified by building long-term customer loyalty. In RBPM, organizations pursuing customer intimacy must define appropriate risk appetite levels for customer-related investments and service delivery.