How To Boost Organizational Growth Through Customer Intimacy

According to Harvard Business Review, customer intimacy is one of the three value disciplines used by companies in leadership positions.

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How to grow customer intimacy



Ever wondered why some of the most successful companies have perennial revenue streams and stellar reputations while others don't? Though many factors exist, one pivotal strategy is the customer intimacy model that the winning companies deploy to accentuate market share.

Adopting customer intimacy allows enterprises to optimize their organizational performances by underpinning the mediating effects of effective customer relationship management.

According to Harvard Business Review, customer intimacy is one of the three value disciplines used by companies in leadership positions in their industries to deliver exceptional customer value in conjunction with the other two value disciplines, viz., operational excellence and product leadership.


Successful companies aim to master at least one or two value disciplines. Some examples of companies that have aced customer intimacy include – Nordstrom, Home Depot, Airborne Express, Nike, Staples, and MSys Technologies.

What Is Customer Intimacy

The customer intimacy model involves clustering markets and targeting them to match customer expectations within specific niches. The model is key to engendering tremendous customer loyalty and infuses customers' data with operational flexibility to deliver customized products or services to match the ever-evolving customer expectations.


Customer intimacy ignites success as businesses build close, mutually beneficial relationships with their customers to help them accelerate their time-to-market, expedite their product adoption curve, increase their market shares and architect perennial revenue streams. Customer intimate companies prioritize their client's success as the cornerstone for accomplishing the zenith of success. Their relationship with their customers transcends beyond transactional to a cultural and humane level, cultivating mutual trust for a win-win situation.

Why Customer Intimacy Model is Vital

Customer intimacy is the antidote to one of the most significant challenges for businesses amidst the current global economic turmoil – customer retention.


The World Bank has warned that if supply chain and labor market disruptions are unsubsidized, the global core recession rates (besides energy) will stay at around 5%, and the global GDP will drop to 0.5%, a 0.4% drop in per capita.

Customer intimacy allows businesses to not only retain their existing customers but converts them to brand loyalists, who make repeat purchases & attract new customers.

How to Operationalize Customer Intimacy Model


Operationalizing the customer intimacy model involves placing customers’ needs at the helm of business goals. Organizations must collaborate & co-innovate with their customers to move beyond transactional business relationships.

Optimizing customer journeys and mapping them at all stages remain integral to engineering seamless omnichannel experiences for customers, which translates to ensuring continuous delivery, robustness, dependability, and scalability in the case of Product Engineering Services (PES).

For example, at MSys, we synchronize design, operations, and modernized tech stack with our end-to-end product engineering services to best satisfy customers' requirements by delivering personalized, seamless, and omnichannel customer experiences. This reinforces customers' trust, inspires brand loyalty, and an enriched and prodigious clientele across all key verticals, viz. Storage, FinTech, Digital Transformation, Cloud Engineering, and DevOps.


Characteristic Traits of an Exemplary Customer Intimacy Model

Customer intimate organizations are continuously focused on delivering and reinventing values for their customers through cutting-edge and competitively priced products or services. Long-term customer loyalty and cultivating genuine connections with humility as an integral part of their cohesive business-standard are distinguishing traits of organizations exemplarily operationalizing customer intimacy models.

They have a diversified and innovative talent pool that possesses the requisite domain expertise for delivering UX and CX optimization at every stage of the customer lifecycle.


A pulsating customer intimacy model focuses on optimizing customer loyalty and lifetime value by adopting strategies such as:

  1. Deployment of state-of-the-art services
  2. Strategic Business Alliances and M&As and
  3. Tweaking Products/Services continually to fit in the fine-tuned definition of customers

For instance, at MSys, we have expanded our Global Development Centers (and supply chains) to maximize value with minimum hassle. Our Global Development Centers are one-stop, cost-optimized centers. Rather than dealing with multiple providers, the clients can work with MSys to meet all their end-to-end product engineering requirements along with HR and staffing necessities (such as applicant sourcing, candidate screening, interviewing, and employee training). These GDCs are idealistic examples of executing a customer intimacy model, operating as modern, future-ready outsourcing archetypes scaled for operational excellence.

Wrap Up

The customer intimacy model offers a sustainable competitive advantage for businesses of all scales.

The model's success depends on whether a particular company understands what customers want and delivers superior value accordingly. Customers' success should be at the center of decision-making. Everyone in the organization should be trained to work towards customer satisfaction and should be provided with all the tools and information they need to do their jobs effectively. Leaders must embody and emphasize positive customer-centric behaviors and reward those who demonstrate the same.

The customer intimacy model is a commitment to continuous improvement, regularly soliciting feedback from employees and customers to reinforce changes that inspire products and service renaissance. It is an unbeatable formula that ultimately ensures long-term organizational success.

Authored By: Shankesh Raskar (Sunny), VP & Global Head, Sales and Marketing, MSys Technologies