This is an executive summary of research into customer intimacy and experience. The research was inspired by an observation during previous research that recent developments have made it easier for firms to be customer intimate than ever before. The research itself is based on literature searches and interviews with large complex organisations that are focussed on CI, seeking to increase CI, and/or seeking to balance performance across the three value disciplines of product leadership (best product), operational excellence (best total cost) and customer intimacy (best total solution). The report concludes by stressing:
- The importance of selecting a value discipline.
- The need to continually improve performance in all value disciplines to maintain your competitive standing.
- That an organisation must design an operating model that enables it to excel in its chosen value discipline and meet the industry threshold in the others.