Customer Intimacy: What You Need To Know

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hero-v2__ornaments-container--no-ornaments"> <figure class="hero-v2__image"><span class="img-object-fit"><img src="https://www.salesforce.com/eu/blog/wp-content/uploads/sites/14/2023/05/Want-to-Get-Closer-to-Your-Customers-Listen-More-Talk-Less-and-Personalize-Every-Experience-.webp?w=300" sizes="(min-width: 48em) 500px, 100vw" srcset="https://www.salesforce.com/eu/blog/wp-content/uploads/sites/14/2023/05/Want-to-Get-Closer-to-Your-Customers-Listen-More-Talk-Less-and-Personalize-Every-Experience-.webp 768w, https://www.salesforce.com/eu/blog/wp-content/uploads/sites/14/2023/05/Want-to-Get-Closer-to-Your-Customers-Listen-More-Talk-Less-and-Personalize-Every-Experience-.webp?w=300&h=169 300w, https://www.salesforce.com/eu/blog/wp-content/uploads/sites/14/2023/05/Want-to-Get-Closer-to-Your-Customers-Listen-More-Talk-Less-and-Personalize-Every-Experience-.webp?w=150&h=84 150w" alt="A woman hugging a mobile phone" loading="eager" fetchpriority="high" /></span><figcaption class="body-3">Companies that excel at customer intimacy create emotional connections with consumers that can boost customer loyalty. [Malte Mueller]</figcaption></figure> </div> <h2 class="hero-v2__excerpt">Customer intimacy is all about discovering what matters most to each customer, and delivering that experience every time.</h2><article class="hero-byline hero-byline--1"> <a href="https://www.salesforce.com/eu/blog/author/ivy-wright/" class="hero-byline__author"> <div class="hero-byline__thumbnail"> <span class="img-object-fit img-object-fit--is-round"><img src="https://www.salesforce.com/eu/blog/wp-content/uploads/sites/14/2025/02/ivy-wright.webp?w=150" sizes="100px" srcset="https://www.salesforce.com/eu/blog/wp-content/uploads/sites/14/2025/02/ivy-wright.webp 366w, https://www.salesforce.com/eu/blog/wp-content/uploads/sites/14/2025/02/ivy-wright.webp?w=150&h=150 150w, https://www.salesforce.com/eu/blog/wp-content/uploads/sites/14/2025/02/ivy-wright.webp?w=300&h=300 300w" alt="" loading="lazy" /></span> </div> <div class="hero-byline__contents"> <h3 class="hero-byline__full-name"> <span class="hero-byline__name">Ivy</span> <span class="hero-byline__name">Wright</span> </h3> <div class="hero-byline__meta"> <div class="hero-byline__info"> <time class="hero-byline__date" datetime="2023-05-16">May 16, 2023</time> <span class="hero-byline__reading-time"> 8 min read </span> </div> </div> </div> </a> </article> </div> </div> </header> </div> <div class="post__social post__social--v2 post__social--top post__social--has-title"> <h2 class="screen-reader-mobile-only post__social-title">Share article</h2> <ul class="social-nav social-nav-v2"> <li class="social-nav__item"> <a aria-label="Share on LinkedIn (Opens in a new tab)" href="http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.salesforce.com%2Feu%2Fblog%2Fcustomer-intimacy%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&title=The%20Surprising%20Thing%20Your%20Customers%20Want%20%E2%80%94%20And%20They%20Might%20Not%20Even%20Realise%20It" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="21" height="21" fill="none"><path fill="#032D60" d="M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z" /></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Twitter (Opens in a new tab)" href="https://x.com/intent/tweet?text=The%20Surprising%20Thing%20Your%20Customers%20Want%20%E2%80%94%20And%20They%20Might%20Not%20Even%20Realise%20It&url=https%3A%2F%2Fwww.salesforce.com%2Feu%2Fblog%2Fcustomer-intimacy%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&via=salesforce" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="32" height="32" fill="#032D60" viewBox="0 0 32 32"><path d="M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z" /></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Facebook (Opens in a new tab)" href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Feu%2Fblog%2Fcustomer-intimacy%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="19" height="19" fill="none"><path fill="#032D60" d="M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5" /></svg> </a> </li> <li class="social-nav__item"> <button class="copy-share js-copy-link" aria-label="Copy link to clipboard" href="#" data-clipboard-text='"The Surprising Thing Your Customers Want — And They Might Not Even Realise It" https://www.salesforce.com/eu/blog/customer-intimacy/' > <svg xmlns="http://www.w3.org/2000/svg" width="20" height="10" fill="none"><path fill="#032D60" d="M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z" /></svg> </button> </li> </ul> </div> <div class="post__content post__content-v2"> <p>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: <a href="https://hbr.org/1993/01/customer-intimacy-and-other-value-disciplines" target="_blank" rel="noreferrer noopener">Harvard Business Review➚</a> wrote about it in 1993, <a href="https://www.forbes.com/sites/joeweinman/2013/06/04/how-customer-intimacy-is-evolving-to-collective-intimacy-thanks-to-big-data/?sh=3307c3115dbc" target="_blank" rel="noreferrer noopener">Forbes➚</a> caught up with it 10 years later, and today, we’re still talking about it. What is customer intimacy, and why is it relevant now?</p> <p>Although the definition has shifted with the digital landscape, the basic concept of customer intimacy — building relationships through personalisation, consistency, and outstanding experiences — has stayed the same. What’s changed? Consumers have more choices than ever. Showing that you understand them on a deeper level is critical to your company’s success and differentiation.</p> <div class="layout-one wp-block-salesforce-blog-offer"> <div class="wp-block-offer__wrapper"> <div class="wp-block-offer__content"> <h2 class="wp-block-offer__title"><strong>Customer Relations in the Age of AI</strong></h2> <p class="wp-block-offer__description">14,300 consumers and business buyers worldwide share the trends shaping the future of customer engagement.</p> <div class="wp-block-button"> <a class="wp-block-button__link" target="_blank" href="https://www.salesforce.com/eu/resources/research-reports/state-of-the-connected-customer/?nc=701ed00000FNhtGAAT">Get the report</a> </div> </div> <div class="wp-block-offer__media"> </div> </div> <div class="wp-block-offer__graphics wp-block-offer__contour"></div>  <img decoding="async" class="wp-block-offer__graphics wp-block-offer__illustration" src="https://www.salesforce.com/eu/blog/wp-content/themes/salesforce-blog/dist/images/offer-block/offer-illustration-layout-one.png" alt="">  <img decoding="async" class="wp-block-offer__graphics wp-block-offer__accent" src="https://www.salesforce.com/eu/blog/wp-content/themes/salesforce-blog/dist/images/offer-block/offer-accent-layout-one.png" alt="">   <img decoding="async" class="wp-block-offer__graphics wp-block-offer__cloud" src="https://www.salesforce.com/eu/blog/wp-content/themes/salesforce-blog/dist/images/offer-block/offer-cloud-layout-one.png" alt=""> </div> <p>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 — what’s important to <em>you.</em> That’s the idea behind customer intimacy: to discover what matters most to each customer, and to deliver that experience every time.</p> <p>Segmentation was once an important tactic of customer intimacy, but not anymore. “You have to be tracking on an individual level,” said Salesforce Senior Vice President of Brand Engagement Mai Green. “Customer intimacy has to be personal. It has to be more human, and not generic.”</p> <p>What’s more human and personalised than online pet store Chewy, which sends a customer a <a href="https://fortune.com/2022/06/17/chewy-dog-personal-gifts-viral-tweet-pet-paintings/" target="_blank" rel="noreferrer noopener">handwritten card and flowers➚</a> after their pet dies? That’s customer intimacy.</p> <div class="wp-block-quote-article" style=""><div class="wp-block-quote-social-wrapper"><figure class="wp-block-quote-article-quote"> <blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"> <p>“Customer intimacy has to be personal. It has to be more human, and not generic.”</p> <cite>Mai Green</cite></blockquote> <span class="citation-role">Senior Vice President of Brand Engagement, Salesforce</span> <div class="post__social post__social--v2 post__social--blockquote"> <ul class="social-nav social-nav-v2"> <li class="social-nav__item"> <a aria-label="Share on LinkedIn (Opens in a new tab)" href="http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.salesforce.com%2Feu%2Fblog%2Fcustomer-intimacy%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&title=The%20Surprising%20Thing%20Your%20Customers%20Want%20%E2%80%94%20And%20They%20Might%20Not%20Even%20Realise%20It" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="21" height="21" fill="none"><path fill="#032D60" d="M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z" /></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Twitter (Opens in a new tab)" href="https://x.com/intent/tweet?text=The%20Surprising%20Thing%20Your%20Customers%20Want%20%E2%80%94%20And%20They%20Might%20Not%20Even%20Realise%20It&url=https%3A%2F%2Fwww.salesforce.com%2Feu%2Fblog%2Fcustomer-intimacy%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&via=salesforce" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="32" height="32" fill="#032D60" viewBox="0 0 32 32"><path d="M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z" /></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Facebook (Opens in a new tab)" href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Feu%2Fblog%2Fcustomer-intimacy%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="19" height="19" fill="none"><path fill="#032D60" d="M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5" /></svg> </a> </li> <li class="social-nav__item"> <button class="copy-share js-copy-link" aria-label="Copy link to clipboard" href="#" data-clipboard-text='"The Surprising Thing Your Customers Want — And They Might Not Even Realise It" https://www.salesforce.com/eu/blog/customer-intimacy/' > <svg xmlns="http://www.w3.org/2000/svg" width="20" height="10" fill="none"><path fill="#032D60" d="M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z" /></svg> </button> </li> </ul> </div> </figure></div></div> <p>And customer intimacy is a long-term strategy. A <a href="https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying" target="_blank" rel="noreferrer noopener">recent McKinsey➚</a> study revealed that companies that shine at personalisation prioritise long-term growth drivers and customer lifetime value over short-term wins.<strong> </strong>“True success does not come from the initial marketing and sales effort, but rather, growing the relationship with a customer for the long term,” said Michael Maoz, senior vice president of Innovation Strategy at Salesforce.</p> <h2 class="wp-block-heading">Why is customer intimacy important now?</h2> <p>“Direct relationships with individual customers didn’t used to be a priority,” said Green. They’re crucial now because customers have so many options. “You have to personalise every connection,” she added. “Otherwise, they’ll take their business elsewhere.”</p> <p>The tumult of the last few years has also upped the need for customer intimacy. “We’re seeing unprecedented change,” said Polly Sumner, chief adoption officer at Salesforce. “When you have change, customer intimacy increases the bond between you and your customer.” For example, think of how the borders of many consumers’ work and home lives blurred during the pandemic, and how brands stepped up to address those changes.</p> <p>Finally, there’s Gen Z, the demographic that expects “a degree of personalisation that amounts to <a href="https://www.forbes.com/sites/pauljankowski/2020/07/01/gen-z-to-brands-show-us-you-know-us-by-personalizing-your-ads/?sh=97fb65d5aeef" target="_blank" rel="noreferrer noopener">mind-reading➚</a>,” according to Forbes. <a href="https://www.thedrum.com/opinion/2022/03/16/3-things-brands-need-know-about-gen-z-s-cx-expectations" target="_blank" rel="noreferrer noopener">Studies➚</a> show that 77% of Gen Z value customised interactions, and 76% want digital communications they can customize based on their preferences.</p> <p>By 2026, Gen Z will comprise <a href="https://www.bamboohr.com/resources/hr-glossary/generation-z#:~:text=By%202026%2C%20Gen%20Z%20will,out%20millennials%20by%202%20million." target="_blank" rel="noreferrer noopener">the largest share</a> of the U.S. consumer population. In other words, “In three years, you won’t have a customer base without customer intimacy,” said Sumner.</p> <div class="layout-astro wp-block-salesforce-blog-related-trail"> <img decoding="async" class="related-trail__illustration related-trail__cloud" src="https://www.salesforce.com/eu/blog/wp-content/themes/salesforce-blog/dist/images/related-trail-cloud-layout-astro.png" alt=""> <img decoding="async" class="related-trail__illustration related-trail__background" src="https://www.salesforce.com/eu/blog/wp-content/themes/salesforce-blog/dist/images/related-trail-background-layout-astro.png" alt=""> <div class="related-trail__wrapper"> <div class="related-trail__content"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 345.8 82.8" aria-hidden="true" class="related-trail__logo"><path fill="#1d3767" d="M96.6 33h9v22.6h4.8V33h8.8v-4.3H96.6zm49.8 5.3c0-5.7-3.6-9.6-10.8-9.6H127v27h4.8v-7.9h3l2.3-.1 5.7 8h5.6l-7-9.2c3.4-1.6 5-4.5 5-8.2m-11.1 5.3h-3.6V33h3.6c4.4 0 6 2.3 6 5.3s-1.6 5.3-6 5.3m30.8-15.2-12.6 27.2h5l2.3-5.3h11.6l2.4 5.3h5l-12.6-27.1zm-3.6 18 4.1-9.2 4.1 9.3zm25.2-17.7h4.8v27h-4.8zm20.7 0h-4.8v27h17.6v-4.4h-12.8zm38.4 12.1h-13.2V28.7H229v27h4.7V45h13.2v10.6h4.7V28.7h-4.7zm15.9 14.8h17.5v-4.4h-12.7v-6.4H279v-4.2h-11.5v-7.5h12.7v-4.4h-17.5zm36.9-27.2L287 55.6h5l2.3-5.3H306l2.4 5.3h5l-12.6-27.1zm-3.6 18 4.1-9.2 4.1 9.3zm35.4-17.7h-10.2v27h10.2c8.2 0 14.4-5.9 14.4-13.6s-6-13.4-14.4-13.4m0 22.6H326V33h5.4a9.1 9.1 0 1 1 0 18.1z" /><path fill="#1d315f" d="M43 82.8h.1a74 74 0 0 0 38.5-12.3 3 3 0 0 0 1.3-2.4v-6A66.2 66.2 0 0 0 42.5.2a3 3 0 0 0-2.3 0A66.2 66.2 0 0 0 0 62.2V68a3 3 0 0 0 1.2 2.4 74 74 0 0 0 40.2 12.4z" /><path fill="#8ed1f4" d="M13.8 51.8a.3.3 0 0 0 0-.1L33 23.6a3.1 3.1 0 0 1 .8-.8 3 3 0 0 1 4 .8l9.5 13.8 3.5-5a3 3 0 0 1 4.9 0L69 51.6a.3.3 0 0 1 .1.3h7C70.7 17.7 43.7 7.2 41.4 6.2c0 0-11.2 4-21.2 16A59.6 59.6 0 0 0 6.8 51.8zm21.7-21.3" /><path fill="#aa76b3" d="m62 51.9-8.7-12.6-4.2 6.1 4.8 6.4z" /><path fill="#722a87" d="m49 45.4-4.4 6.4H54z" /><path fill="#8ed1f4" d="m37 32.6-1.5-2.1z" /><path fill="#aa76b3" d="m28 41.4 7.6 10.4h1.8l6.4-9.2-6.8-10-1.5-2.1z" /><path fill="#722a87" d="m28 41.4-7 10.4h14.6z" /><path fill="#069a49" d="M43.8 72.5a1.8 1.8 0 0 0-1-2.4L40.1 69a8 8 0 0 1-1-.5 7.8 7.8 0 0 1-2.4-10.7H6a44 44 0 0 0-.2 4.4v4.4A70 70 0 0 0 26 75a70 70 0 0 0 15.2 2l2.4-4.3zm33-14.8H44.3l-2.5 3a1.7 1.7 0 0 0-.2.5 1.8 1.8 0 0 0 1 2.3l2.7 1.2.7.4a7.8 7.8 0 0 1 3 10.6l-.5.9 4.8-.8a71 71 0 0 0 8.4-2.2l1.3-.4a71 71 0 0 0 14-6.7v-8.8z" /><path fill="#fff" d="m46 65-.7-.3-2.7-1.2a1.8 1.8 0 0 1-1-2.4 1.7 1.7 0 0 1 .2-.4l2.5-3h-7.6A7.8 7.8 0 0 0 39 68.4a8 8 0 0 0 1 .5l2.7 1.2a1.8 1.8 0 0 1 1 2.4l-.1.2-2.5 4.3a52.5 52.5 0 0 0 7.2-.4l.5-.9A7.8 7.8 0 0 0 46 65.1z" /><path fill="#157139" d="M56.9 67.3h8.8l-4.4-5zM23 71h9l-4.5-5.1zm-4.1-10.4-4.5 5h8.9z" /></svg> <h2 class="wp-block-related-trail__title"><strong>How you can use generative AI at work</strong></h2> <p>It’s 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> <div class="wp-block-button"><a class="wp-block-button__link wp-element-button" href="https://trailhead.salesforce.com/content/learn/modules/einstein-gpt-quick-look" target="_blank" rel="noreferrer noopener">Get started</a></div> </div> <div class="related-trail__mock"> <div class="related-trail__points">+100 points</div> <div class="related-trail__eyebrow">Module</div> <p class="related-trail__trail-title h3">Einstein: Quick Look</p> <p class="related-trail__trail-description"></p> <div class="related-trail__actions"> <div class="related-trail__action"> <svg xmlns="http://www.w3.org/2000/svg" fill="none" viewBox="0 0 10 10" aria-hidden="true"><path fill="#747474" fill-rule="evenodd" d="m4.93.69.88 2.88c.04.12.16.18.27.18h2.89c.29 0 .4.38.17.56L6.79 6.04c-.1.07-.13.2-.1.32l1.12 2.96c.08.27-.2.5-.44.33L4.85 7.77c-.1-.08-.23-.08-.34 0L1.97 9.65a.29.29 0 0 1-.45-.33L2.6 6.36a.3.3 0 0 0-.1-.32L.17 4.3c-.23-.18-.1-.56.17-.56h2.89c.13 0 .23-.04.27-.18l.9-2.9c.08-.27.46-.25.54.02Z" clip-rule="evenodd" /></svg> </div> <div class="related-trail__action"> <svg xmlns="http://www.w3.org/2000/svg" fill="none" viewBox="0 0 9 5" aria-hidden="true"><path fill="#747474" d="M4.16 4.5.26 0h7.8z" /></svg> </div> </div> </div> </div> <img decoding="async" class="related-trail__illustration related-trail__foreground" src="https://www.salesforce.com/eu/blog/wp-content/themes/salesforce-blog/dist/images/related-trail-foreground-layout-astro.png" alt=""> <img decoding="async" class="related-trail__illustration related-trail__parks" src="https://www.salesforce.com/eu/blog/wp-content/themes/salesforce-blog/dist/images/related-trail-parks-layout-astro.png" alt=""> </div> <h2 class="wp-block-heading" id="h-examples-of-customer-intimacy">Examples of customer intimacy</h2> <p>A <a href="https://www.techrepublic.com/article/amazon-apple-netflix-top-brand-intimacy-study-but-tech-ranked-third/" target="_blank" rel="noreferrer noopener">2020 study</a> found that the top customer intimacy brands in the United States are Amazon, Disney, Apple, Ford, and Jeep. Amazon was arguably the <a href="https://www.wired.com/2005/03/amazon-knows-who-you-are/" target="_blank" rel="noreferrer noopener">first brand</a> to truly know customers and anticipate their needs, but Disney excels at using customer data to create experiences that surprise and delight. </p> <p>At its theme parks, the company <a href="https://www.latimes.com/business/la-fi-disneyland-data-collection-20190715-story.html" target="_blank" rel="noreferrer noopener">mines data➚</a> from its smartphone apps and MagicBand devices to manage crowds and track guest interactions. That’s how staff at the parks have the perfect character toy to give a child if they trip and fall. That’s how a child ends up having breakfast with Mickey Mouse instead of pancakes with just Mom and Dad. And that’s how a child finds their next favorite movie from personalised recommendations on Disney+. </p> <p>“We take our experiences as humans into our expectations about how we want to be treated,” said Sumner. “We don’t like negative surprises, but we don’t realise how much we love positive surprises.”</p> <div class="wp-block-quote-article" style=""><div class="wp-block-quote-social-wrapper"><figure class="wp-block-quote-article-quote"> <blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"> <p>“We take our experiences as humans into our expectations about how we want to be treated. We don’t like negative surprises, but we don’t realise how much we love positive surprises.”</p> <cite>Polly Sumner</cite></blockquote> <span class="citation-role">Chief Adoption Officer, Salesforce</span> <div class="post__social post__social--v2 post__social--blockquote"> <ul class="social-nav social-nav-v2"> <li class="social-nav__item"> <a aria-label="Share on LinkedIn (Opens in a new tab)" href="http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.salesforce.com%2Feu%2Fblog%2Fcustomer-intimacy%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&title=The%20Surprising%20Thing%20Your%20Customers%20Want%20%E2%80%94%20And%20They%20Might%20Not%20Even%20Realise%20It" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="21" height="21" fill="none"><path fill="#032D60" d="M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z" /></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Twitter (Opens in a new tab)" href="https://x.com/intent/tweet?text=The%20Surprising%20Thing%20Your%20Customers%20Want%20%E2%80%94%20And%20They%20Might%20Not%20Even%20Realise%20It&url=https%3A%2F%2Fwww.salesforce.com%2Feu%2Fblog%2Fcustomer-intimacy%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&via=salesforce" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="32" height="32" fill="#032D60" viewBox="0 0 32 32"><path d="M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z" /></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Facebook (Opens in a new tab)" href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Feu%2Fblog%2Fcustomer-intimacy%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="19" height="19" fill="none"><path fill="#032D60" d="M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5" /></svg> </a> </li> <li class="social-nav__item"> <button class="copy-share js-copy-link" aria-label="Copy link to clipboard" href="#" data-clipboard-text='"The Surprising Thing Your Customers Want — And They Might Not Even Realise It" https://www.salesforce.com/eu/blog/customer-intimacy/' > <svg xmlns="http://www.w3.org/2000/svg" width="20" height="10" fill="none"><path fill="#032D60" d="M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z" /></svg> </button> </li> </ul> </div> </figure></div></div> <p>For example, “I love brands that communicate in my language, which is text,” said Green. “Reminders from my favorite brands like, ‘You left this in your cart,’ or a ‘We miss you’ message from my yoga studio. Brands that understand your language know how to engage you and bring you back in.”</p> <p>Another example of customer intimacy doesn’t actually come from a brand — it’s from the world of online gamers. “Gamers do a great job of building a personal relationship that goes beyond games,” Sumner said. “Affinity groups evolve from people that play together. They learn each other’s behavior and get better and better at playing the games.”</p> <h2 class="wp-block-heading">How to implement customer intimacy</h2> <p>What do your customers need? What’s happening with them on a personal level? How do they prefer you communicate with them? If you can answer these questions on an individual level — and integrate the answers into your communications  — you’re on the way to customer intimacy. If not, read on for the two next steps you need to take.</p> <p>The first is to get more curious about your customer base. “To this day, companies still don’t do enough discovery with customers,” said Green. “Who are they, what are their challenges, what can you solve for them? If we can solve and fill that gap, it’s a win and you’ll build a relationship.”</p> <p>The best tool for learning more? It’s one of the oldest in our toolbox: questions. “Questions are the foundation of intimacy and trust,” said Sumner. “Questions provide a level of intimacy because it’s the customer’s choice to share or not. Just don’t take away the choice of sharing, as that can damage the relationship.”</p> <p>Make sure you’re asking the right questions: ones that zero in on a customer’s needs, identify how to make their life easier, and highlight their values. Can you tell a full story about that person or customer? If not, you’re talking — and marketing — too much, and need to listen more.</p> <p>The second step is using the best technology. The following tools can transform customer intimacy. Let’s take a quick look at each.<br><br><a href="https://www.salesforce.com/products/einstein/overview/?d=cta-body-promo-2" target="_blank" rel="noreferrer noopener"><strong>Generative AI</strong>➚</a> is technology that uses inputs such as algorithms, logic, and data to create something new – like poetry, an image, or a physics explainer – when prompted by a human. Companies will increasingly use generative AI to create personalisation at scale. It offers huge potential for the future of customer intimacy.</p> <p><a href="https://www.salesforce.com/products/genie/overview/" target="_blank" rel="noreferrer noopener"><strong>Data</strong>➚</a> is the foundation of personalised experiences. Today, larger companies use an average of <a href="https://www.mulesoft.com/lp/reports/connectivity-benchmark" target="_blank" rel="noreferrer noopener">976 different applications➚</a> to run their business. But if you have 976 potential versions of a single customer, you can’t create a seamless experience for them. By moving data into one unified source, you can access complete, real-time insights to power your customer intimacy strategy.<br><br><a href="https://www.salesforce.com/campaign/worlds-number-one-CRM/" target="_blank" rel="noreferrer noopener"><strong>Customer relationship management</strong>➚</a><strong> </strong>(CRM) software gives every team a single, shared view of a customer. This means that everyone from marketing, sales, service, commerce, and IT is drawing from the same workspace to deliver tailored customer experiences. CRM is the final piece in the customer intimacy puzzle, tying everything together.</p> <h2 class="wp-block-heading">Looking ahead: The future of customer intimacy</h2> <p>Where is customer intimacy headed? “The next step is that we have to change how we engage in the 1:1 relationship,” said Green. “Only then can we change the customer relationship and grow.”</p> <p>For many companies, that means <a href="https://www.salesforce.com/blog/data-centric-ai/" target="_blank" rel="noreferrer noopener">drawing from two ideas</a> that are already dramatically changing the customer relationship: compiling high-quality data and using AI to gain valuable insights from that data. </p> <p>You can take your customer data to the next level with a unified customer profile, <a href="https://www.salesforce.com/products/genie/overview/" target="_blank" rel="noreferrer noopener">enabled by Data Cloud➚</a>, that gives a comprehensive view of customers, prospects, subscribers, and more. Historically, marketing data has been locked inside marketing systems, service data in service systems, and so on. That setup doesn’t give you the complete picture of your customer’s activity. </p> <p>Then, you can analyse that data with AI to provide the most personalised marketing yet. For example, you can generate personalised messages to customers. Think something along the lines of: “Hey, Steve, since your daughter is going off to college, you might want to buy her this plant for her dorm room.”</p> <p>If Steve is upset that the plant didn’t survive a shipping journey, the technology can generate specific responses for customer service professionals to help them quickly answer his questions and solve his problem.</p> <p>Another trend in customer intimacy is the use of psychology to understand what makes consumers tick. While that’s not exactly a new marketing practice, companies today have much more data available to change how they present, package, and sell products. Businesses that practice neuromarketing humanise, make emotional appeals, provide social proof, add humor, and use other <a href="https://www.relevance.com/neuromarketing-examples-of-brands-using-psychology-in-social-media-marketing/" target="_blank" rel="noreferrer noopener">tactics➚</a> to position their brand in the best light.</p> <p>Sumner senses a related change on the horizon. “Something about the senses was missing in the pandemic,” she said. “I missed the sense of smell. You can’t get that through video calls. So, I predict that something that engages all the senses is coming soon. Because the more senses you can engage, the more you can have a multiplier effect on loyalty and demand.”</p> <p>Scent marketing is already an entire practice in consumer psychology. The sense of smell is tightly linked to emotion, and <a href="https://www.businessnewsdaily.com/3469-smells-shoppers-spend-more.html" target="_blank" rel="noreferrer noopener">can increase spending and brand loyalty</a>. One of the most well known studies in scent marketing revealed that Nike could increase customers’ intent to purchase <a href="https://www.nbcnews.com/business/your-business/meet-scent-marketing-firm-winning-battle-your-nose-n783761" target="_blank" rel="noreferrer noopener">by up to 84%</a> just by using scent.</p> <h2 class="wp-block-heading">Start implementing your customer intimacy strategy</h2> <p>Customer intimacy is an ongoing process, not a one-and-done exercise. Want to make it a part of your strategy? Make an effort to listen more to your customers and talk less, and use generative AI and other technology to create tailored experiences for them. And if you need inspiration, think about your favorite brands and how they interact with you. After all, imitation is the highest form of flattery.</p> <div class="layout-one wp-block-salesforce-blog-offer"> <div class="wp-block-offer__wrapper"> <div class="wp-block-offer__content"> <h2 class="wp-block-offer__title"><strong>Customer Relations in the Age of AI</strong></h2> <p class="wp-block-offer__description">14,300 consumers and business buyers worldwide share the trends shaping the future of customer engagement.</p> <div class="wp-block-button"> <a class="wp-block-button__link" target="_blank" href="https://www.salesforce.com/eu/resources/research-reports/state-of-the-connected-customer/?nc=701ed00000FNhtGAAT">Get the report</a> </div> </div> <div class="wp-block-offer__media"> </div> </div> <div class="wp-block-offer__graphics wp-block-offer__contour"></div>  <img decoding="async" class="wp-block-offer__graphics wp-block-offer__illustration" src="https://www.salesforce.com/eu/blog/wp-content/themes/salesforce-blog/dist/images/offer-block/offer-illustration-layout-one.png" 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