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.

Company 246

Company Customer Intimacy Schein Long-term 246

Harvard Business Review

SEPTEMBER 6, 2013

As a direct marketer we have been good at customer intimacy. We know a lot about our customers. We have known for a long time that we needed to be operationally excellent, but in the past we''ve fixed problems reactively, after the event, to keep customers happy. But it isn''t easy.

Customer Intimacy 8

Customer Intimacy Operations Supply Chain Retail 8

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.

Productivity 8

Productivity Products Customer Intimacy Software 8

Harvard Business Review

JULY 29, 2013

We spoke with Mike Moorman, a senior leader in ZS Associates'' B2B sales and marketing practice and a leading authority on sales management, about how inside sales (which refers to sales positions done remotely from headquarters, without face-to-face meetings with clients) is transforming the way that B2B companies interact with their customers.

B2B 8

B2B Power Market Segmentation Customer Intimacy 8

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.

Customer Intimacy 8

Customer Intimacy Supply Chain Market Segmentation Human Resources 8

Harvard Business Review

JULY 3, 2015

However, what these executives don’t fully appreciate is that the customer affinity spectrum extends far beyond promotion. Through co-creation, companies can access a deep well of customer capabilities, knowledge and assets. Example: Carol owns a small business and needs a customer relationship management (CRM) platform.

CRM 8

CRM Brand Business Model Intangible Assets 8

Harvard Business Review

APRIL 30, 2013

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. I call this understanding and tailoring "customer intimacy" ).

Operations 8

Operations Customer Intimacy Supply Chain Wiersema 8