Customer Intimacy Post #6

The ROI of Customer Intimacy

Customer Intimacy is just good business

Welcome to the final post focused on Customer Intimacy.  Investing in Customer Intimacy isn’t just good for relationships—it’s good for revenue. Companies that deeply understand their customers consistently outperform those that don’t.

Having continued to grow each of the past three years, YETI is a prime example. People always talk about Apple and its ecosystem of products that work so seamlessly together, that consumers can't escape. 

When we went camping last fall, I realized our family had pieced together the adventure equivalent of that ecosystem with YETI products now spanning all corners of the campsite, boat, and camper. 

By focusing on premium outdoor products designed for durability and performance, they’ve created a brand that resonates deeply with adventure enthusiasts. Their ability to blend functionality with a lifestyle appeal has driven remarkable growth, earning them a loyal customer base that repeatedly invests in their products.

Actionable Takeaway: Align your team around these questions:

- Are we creating products and experiences our customers can’t live without?

- How can we use what we know about our customers to drive repeat business?