We are independent & ad-supported. We may earn a commission for purchases made through our links.
Advertiser Disclosure
Our website is an independent, advertising-supported platform. We provide our content free of charge to our readers, and to keep it that way, we rely on revenue generated through advertisements and affiliate partnerships. This means that when you click on certain links on our site and make a purchase, we may earn a commission. Learn more.
How We Make Money
We sustain our operations through affiliate commissions and advertising. If you click on an affiliate link and make a purchase, we may receive a commission from the merchant at no additional cost to you. We also display advertisements on our website, which help generate revenue to support our work and keep our content free for readers. Our editorial team operates independently of our advertising and affiliate partnerships to ensure that our content remains unbiased and focused on providing you with the best information and recommendations based on thorough research and honest evaluations. To remain transparent, we’ve provided a list of our current affiliate partners here.

What Is Customer Intimacy?

Mary McMahon
Updated May 17, 2024
Our promise to you
WiseGeek is dedicated to creating trustworthy, high-quality content that always prioritizes transparency, integrity, and inclusivity above all else. Our ensure that our content creation and review process includes rigorous fact-checking, evidence-based, and continual updates to ensure accuracy and reliability.

Our Promise to you

Founded in 2002, our company has been a trusted resource for readers seeking informative and engaging content. Our dedication to quality remains unwavering—and will never change. We follow a strict editorial policy, ensuring that our content is authored by highly qualified professionals and edited by subject matter experts. This guarantees that everything we publish is objective, accurate, and trustworthy.

Over the years, we've refined our approach to cover a wide range of topics, providing readers with reliable and practical advice to enhance their knowledge and skills. That's why millions of readers turn to us each year. Join us in celebrating the joy of learning, guided by standards you can trust.

Editorial Standards

At WiseGeek, we are committed to creating content that you can trust. Our editorial process is designed to ensure that every piece of content we publish is accurate, reliable, and informative.

Our team of experienced writers and editors follows a strict set of guidelines to ensure the highest quality content. We conduct thorough research, fact-check all information, and rely on credible sources to back up our claims. Our content is reviewed by subject-matter experts to ensure accuracy and clarity.

We believe in transparency and maintain editorial independence from our advertisers. Our team does not receive direct compensation from advertisers, allowing us to create unbiased content that prioritizes your interests.

Customer intimacy is the cultivation of relationships with customers to make them feel like they are in a partnership with a supplier, rather than in a pure business arrangement. Companies accomplish this through communications tailored to the needs of the customer, and marketing campaigns that create a sense of connection with the company and the products. This concept rose to prominence in the 1990s as many companies started to make it part of their business strategy. Social media in the 21st century made customer intimacy easier and also increased expectations on the part of consumers in terms of communications with companies.

Companies that put a premium on customer intimacy want to reach their customers as individuals, rather than a generic user base. They may offer a number of benefits and services to their customers; a department store, for example, has personal shoppers, storage areas, free delivery, childcare, and other offerings to make its customers feel like guests. This enhances customer loyalty as the customer will turn to that department store first, remembering the customized and personal treatment. These customers in turn can recommend the store to others, creating a chain of connections.

In customer intimacy, companies also keep the lines of communication open. They have hotlines and other services for instant contact and may offer services beyond basic responses to customer needs. A credit card company, for example, might offer roadside assistance to premium members. Some customer intimacy strategies also create a sense of in-group connection through premium services and elite membership. Customers in the inner circle access more benefits and feel more of a connection to the company as a result.

Social media allows companies to interact directly with customers to promote customer intimacy. They may engage in activities like responding to public reviews, good or bad, of their products. They can also organize contests, encourage user feedback, and create online spaces for customers to connect with each other. Many companies work with a social media specialist who can help devise an appropriate strategy for a company's needs.

The goal of customer intimacy is to build a loyal client relationship for life. The consumer will preferentially select that company's products and services, when possible, along with those of the company's business partners. Customers may also talk about their loyalty with friends and family, and will attract new customers through their reviews of the company and its offerings. This can allow a company to build up a strong customer base.

WiseGeek is dedicated to providing accurate and trustworthy information. We carefully select reputable sources and employ a rigorous fact-checking process to maintain the highest standards. To learn more about our commitment to accuracy, read our editorial process.
Mary McMahon
By Mary McMahon

Ever since she began contributing to the site several years ago, Mary has embraced the exciting challenge of being a WiseGeek researcher and writer. Mary has a liberal arts degree from Goddard College and spends her free time reading, cooking, and exploring the great outdoors.

Discussion Comments
Mary McMahon
Mary McMahon

Ever since she began contributing to the site several years ago, Mary has embraced the exciting challenge of being a...

Learn more
WiseGeek, in your inbox

Our latest articles, guides, and more, delivered daily.

WiseGeek, in your inbox

Our latest articles, guides, and more, delivered daily.