Tools and Techniques for Customer Intimacy

Article

Jubelirer, Jim (jim.jubelirer@burke.com)   (1999, ASQ)   Burke Customer Satisfaction Associates

Service Quality Conference, St. Pete Beach, FL    Vol. 8    No. 0
QICID: 18817    September 1999    pp. 1-12
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Article Abstract

[PowerPoint presentation slides only.]

Customer intimacy can be burdensome, increasing competition, complexity, choices, and expectations, while cutting time, tolerance for mistakes, flexibility, and patience. Yet, in a highly competitive environment, it is essential to know the customer, develop and maintain a close relationship, and actively solicit and use customer input. Customer comments should be captured and analyzed as an integral part of a company's architecture. Focus groups, advisory boards, site visits, roundtable discussions, and extensive surveys complement unsolicited comments. Carefully analyzed qualitative and quantitative information can help companies develop customer intimacy and gain competitive advantage.

Keywords

Competitiveness,Customer complaints,Data collection,Customer surveys,Data analysis,Customer supplier relationships


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