Client Intimacy is the result where a business gets close to their clients. This happens when the business possess detailed knowledge of their clients. This enables them to be capable of anticipating their clients’ preference.

The benefits of greater client intimacy for a business might include improved highly tailored problem solving capabilities and greater adaptation of products to client needs. Ultimately the result is creating a trusted relationship so strong that you have clients who are your missionaries.

This principle is one of many in a series of principles taught by Marshall Thurber

Theory

A business that seeks to nurture client intimacy can benefit from using a CRM (Client Relationship Management) suite keep track of their client. It is all about building a relationship over time and remembering their preferences, important milestones, etc.

  • We are in the business of Client Intimacy
  • Create Missionaries with Client Intimacy
  • Increase Client Trust by Lagniappe – Suggested – Requested – Expected
  • Increase Loyalty
  • Client Intimacy = Interested + Frequency of Interaction

Stratify Your Clients

There are 5 levels of clients.

  • Defected have stopped buying from you
  • Commodity are price driven
  • Repeat
  • Loyal
  • Missionary

Defected Clients

These clients have stopped buying from you for one reason or another.

Commodity Clients

These clients buy primarily based on price. The frequency of interaction with this type of client is low and level of trust is also low.

Repeat Clients

These clients buy form you at regular intervals. The frequency of interaction with this type of client is medium and level of trust is also medium.

Loyal Clients

These clients are loyal to your business. The frequency of interaction with this type of client is high and level of trust is also high.

Missionary Clients

These clients will stand by you and spread the good word. The frequency of interaction with this type of client is extremely high and level of trust is also extremely high.

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