4.3.3 Customer intimacy
[Customer-intimate companies] focus on delivering not what the market wants but what specific customers want. [They… ] do not pursue one-time transactions; they cultivate relationships. They specialize in satisfying unique needs, which often only they, by virtue of their close relationship with – and intimate knowledge of – their customer, recognize. The proposition to the customer is: we have the best solution for you – and we provide all the support you need to achieve optimum results and/or value from whatever products you buy.
(Treacy and Wiersema, 1996)
Companies practising customer intimacy with a vengeance, achieve success in a competitive market by consistently going the extra mile for their selectively chosen customers.