What Is Customer Intimacy? (Plus 14 Essential Strategies)

By Indeed Editorial Team

Published November 6, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

In a competitive marketplace, businesses search for innovative ways to interact with their customers and clients. One technique is to use customer intimacy strategies to enhance your communication with consumers and create a customer-focused brand. Learning more about the value your customers want and how you can deliver it can help you improve how the business connects with customers. In this article, we define customer intimacy and provide 14 strategies that you can use to better develop customer interaction.

What is customer intimacy?

Customer intimacy is a business approach in which your primary aim is to interact with your customers and clients so you can learn more about them and the products and services they want and need from the business. This intimacy focuses on excellent customer service, a customer-focused mindset, and including your consumers and clients in the business to earn their trust and build long-term relationships.

The ideal strategy usually covers every aspect of the business, but there are some areas of particular importance. They include:

  • user experience

  • consumer feedback

  • customer service

  • branding

  • event marketing

  • e-commerce

  • merchandising

  • technical support

  • sales

  • analytics and data

14 strategies to improve customer intimacy

Here are some strategies you can use to improve the company's customer intimacy:

1. Create a loyalty program

Loyalty programs are one of the most frequently used strategies, and it usually involves establishing a system where a customer can earn rewards for buying designated products or spending a certain amount of money. Types of loyalty programs include points, tiers, and referrals, and they're often most effective in the retail industry because cashiers may be able to better explain to customers what they can earn by enrolling.

Related: The Power and Prioritization of Customers as Stakeholders

2. Design a comprehensive customer service model

Designing an all-encompassing customer service model can help you build a better understanding of your customers' concerns. Consider including more departments in this process so they can offer their insight on how to solve complex issues or explain current promotional offers. Through collaborative efforts, you can also ensure your customer service team is consistent in their responses and can provide the most recent information. You can also establish a weekly meeting to discuss customer feedback or a quarterly e-mail document that summarizes the customer service team's interactions.

Related: The Know Your Customer Process (KYC) And Its Importance

3. Enhance personalization options

You can customize your customer's product experience by providing enhanced personalization options to them. Rather than implement drastic changes to appeal to your largest market segments, try to allow customers to personalize both aesthetic and practical aspects of the product. For example, if you're an office furniture company, you can sell chairs with different fabric options and colour choices to appeal to personal preferences. You can also offer ergonomic features that may be helpful for those individuals who sit at their next for most of the day and might benefit from an ideal setup that supports them physically.

4. Visit your customers

Visiting your customers in their place of business is a great way to help you understand what they do with your product or service and how they use it. You may also be able to ask them questions directly and uncover information that customer service representatives have overlooked. An effective way to gain insight is to schedule these visits in between regular customer service calls and conduct an informal, open-ended discussion with the employee you're visiting.

Related: Tips for Writing Customer Service E-Mails (With Examples)

5. Map the customer journey

The customer journey is a critical component of any strategy because knowing their purchase process helps you provide them with a pleasant user experience. Examine the stages a customer goes through to use or buy your product, both online and in-person, to understand their goals and actions more. Then think about how you can take action that can benefit the customer. This may include simplifying your process or adding a step that can give you valuable insight.

Remember that your primary goal is to form sustainable long-term relationships with customers, so be sure to make changes that continue to support what they need and want from the business.

6. Host customer events

To form a more personal connection, you can host customer events to give them the chance to interact with your brand. You can offer in-person meetings, educational seminars, or social gatherings as ways to improve customer interaction. These events are especially effective when you're working on a new project that revolves around your product or service. Meeting customers in person allows you to gather critical feedback and refine your ideas based on their responses. It also helps you create an open line of communication that can strengthen customer relationships over the long term.

Related: How Much Does a Customer Experience Manager Make on Average?

7. Empower the community to schedule events

If you can't host a physical event, you can still get your customers to host one themselves. Your customers may have certain expectations from you and feel more involved if they have the power to invite guests, set the agenda, provide refreshments, and schedule the meeting. The more content that's available through social media about the company, the easier it is for customers to schedule events and gain more attention for the brand.

8. Form a customer advisory board

The best intimacy strategy for customers is one that engages customers in the business. You can do this by forming a customer advisory board to gather feedback from them and make changes to improve their experience. Consider making it an open forum for all customers, not just those who may be active in your social media channels, and creating a transparent process to evaluate their ideas.

Related: How to Write a Customer Success Manager Resume in 10 Steps

9. Develop a brand ambassador program

Branding is a more personal experience for customers, which is why you can consider having selected customers who are willing to communicate about your brand over social media. This may include using bloggers or influencers as your brand ambassadors. Instead of having them do this for free, consider offering a brand ambassador package that includes compensation and additional perks.

10. Leverage your data

Building relationships with customers is a long-term process. In addition to planning and executing tactics, ensure you're using the data that's available to you to stay ahead of the competition. Using key insights from the data can help you increase customer engagement via sending more personalized e-mail content and offering discounts based on what they're buying. You can also use analytics to identify which markets are buying your most popular products or where you have a high level of repeat customers.

Related: Customer Surveys: Definitions and Example Questions

11. Write case studies

When you meet customers who use your product or service in a unique way, you can share their stories with others to provide inspiration. Case studies are a powerful way to reinforce the company's role in the lives of users and may also encourage others to buy your products when they see how they can help others. You can release case studies as content on a website, publish them in print form or even include them in an e-mail newsletter.

12. Hold contests and sweepstakes

Running contests that benefit your customers while they're using your products is a great way to build community and give them access to bonus content and information. Promoting contests and sweepstakes on social media and hosting them on a website can help you improve the overall experience for customers who participate. You may give away prizes such as free merchandise, services, or coupons.

Related: 6 Tips for Managing Customer Relationships (With Benefits)

13. Offer free educational resources

You can expand your relationship with customers by helping them learn new skills and information by using your products. Customers often enjoy developing their knowledge in areas that interest them. You can take advantage of this opportunity by publishing interactive content that includes valuable information and engaging discussion boards for viewers to ask questions live during the event.

Related: 20 Examples of Open-Ended Questions for Customer Research

14. Narrow your focus

You can engage each customer by focusing on their needs or offering a specific value they appreciate. This approach allows you to create a valuable relationship that serves its users in unique ways. Conducting research on your target customers and their interests and needs may help in this process.

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