The OMC Group Knowledge Centre

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NEW Avoid the risks of customer-driven innovation (.pdf) (registration required)

Customer Advocacy and Customer Intimacy:

Aren't they the same? (.pdf) (free download)

This OMC Insight paper examines how firms can overcome the risks of involving customers in their innovation process.

This new Insight Series paper describes our comparison of advocacy with intimacy approaches to developing customer orientation.

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Customer Advocacy and Customer Intimacy: Aren't they the Same? (access)

NEW Avoid the risks of customer-driven innovation (registration required)