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Article: Chapter 4: WHAT'S THE REAL PROBLEM?

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Customer Intimacy
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Part II

FLEX THE COMMERCIAL IMAGINATION

Why would customers throw open their doors to suppliers, embrace them warmly, and treat them like dear friends or close relatives? Why would they let them poke around in their bureau drawers and medicine cabinets, talk openly with every member of the family, and help themselves to the contents of the refrigerator? What exactly do customer-intimate companies bring to the party that makes them such treasured and trusted guests?

The answer is simple: Customer-intimate businesses come promising better results. Not bits and pieces that might contribute to a happy outcome, but the outcome itself. Not "Here's what I'm trying ...

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