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by creating long term sustainable competitive advantage through the early identification of unsatisfied needs. Contrary to the all too common syndrome of we can make it, they will buy it, that is prevalent in technology driven companies; customer intimacy allows the adoption of a strategy, as opposed to a strategy. By establishing long term relationships with key customers, representative of their targeted market segments, companies set a framework within which they can have repeated opportunities to tap into their knowledge base. Voice of the customer (VOC) interviews, focus groups, and users group meetings are well practiced means used by marketing teams to access that knowledge base. But, much more simply, sales and service engineers can provide feedback as they are in a position to interact much more frequently with the end users. Establishing very close and frequent relationships with key customers allows companies to be aware of the evolution of their processes and unsatisfied needs