Towards a Model for Measuring Customer Intimacy inB2B Services

This paper proposes an approach for evaluating the relationship witha customer, leading to the creation of a Customer Intimacy Grade (CIG), acrossmultiple levels of granularity: employee, team, business unit and wholeorganization. Our approach focuses on B2B service organizations whichprovide their customers with complex solutions and whose relationship with thecustomer is distributed among multiple employees and across different businessunits. The suggested approach should improve the systematic analysis ofcustomer intimacy in organizations, leverage the customer knowledge scatteredthroughout the organization and enable benchmarking and focused investmentsin customer relationships.