{"id":60359,"date":"2023-05-25T10:45:55","date_gmt":"2023-05-25T00:45:55","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=60359"},"modified":"2023-12-13T10:29:13","modified_gmt":"2023-12-12T23:29:13","slug":"customer-intimacy","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/customer-intimacy\/","title":{"rendered":"The Surprising Thing Your Customers Want \u2014 And They Might Not Even Realise It"},"content":{"rendered":"\n

Customer intimacy, the marketing strategy that helps you make powerful connections with your customers, is not new. The unconventional term has been around for three decades: Harvard Business Review<\/a> wrote about it in 1993, Forbes<\/a> caught up with it 10 years later, and today, we\u2019re still talking about it. What is customer intimacy, and why is it relevant now?<\/p>\n\n\n\n

Although the definition has shifted with the digital landscape, the basic concept of customer intimacy \u2014 building relationships through personalisation, consistency, and outstanding experiences \u2014 has stayed the same. What\u2019s changed? Consumers have more choices than ever. Showing that you understand them on a deeper level is critical to your company\u2019s success and differentiation.<\/p>\n\n\n\n

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It\u2019s not just for consumers. See how this new tech, when used with your CRM, can help you create customer experiences like never before. Discover how on Trailhead, the free online learning platform from Salesforce.<\/p>\n\t\t\t\n\n

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What is customer intimacy?<\/h2>\n\n\n\n

Customer intimacy is a relationship-building strategy in which brands acquire extensive <\/strong>knowledge about their customers, and use that data to meet their needs and expectations in thoughtful, personalised ways. Companies that excel at customer intimacy create emotional connections with consumers that can boost customer loyalty.<\/p>\n\n\n\n

Think about how your favourite brands interact with you. Do you appreciate that they remember your birthday, send you customised newsletters, or offer loyalty points and exclusive perks? Your answers reveal your unique preferences and values \u2014 what\u2019s important to you.<\/em> That\u2019s the idea behind customer intimacy: to discover what matters most to each customer, and to deliver that experience every time.<\/p>\n\n\n\n

Segmentation was once an important tactic of customer intimacy, but not anymore. \u201cYou have to be tracking on an individual level,\u201d said Salesforce Senior Vice President of Brand Engagement Mai Green. \u201cCustomer intimacy has to be personal. It has to be more human, and not generic.\u201d<\/p>\n\n\n

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\u201cCustomer intimacy has to be personal. It has to be more human, and not generic.\u201d<\/p>\nMai Green<\/cite><\/blockquote>\nSenior Vice President of Brand Engagement, Salesforce<\/span>\n