The 2013 customer intimacy index

Abstract

In the difficult economic climate currently facing businesses of all sizes, focusing on marketing efforts that retain customers and build strong, profitable relationships has become more important than ever. This research, commissioned by database marketing and customer insight company GI insight, surveyed a cross-section of 1,000 UK customers on how well they felt the organisations they regularly deal with know them. The results, used to compile the 2013 Customer Intimacy Index, reveal which sectors are succeeding in winning over consumers and which are failing to do so. The findings highlight that while some sectors are effectively building strong relationships with customers by utilising their data to create personalised content and offers that earn customer loyalty, others are not doing a good enough job of building meaningful relationships with customers. © 2013 Macmillan Publishers Ltd.