Présentation de l'éditeur
A practical guide to implementing the one-to-one marketing principles that Don Peppers and Martha Rogers have made famous throughout corporate America in their bestselling books
The One to One Future and
Enterprise One to One.
Every day, all around the world, managers worry about the declining loyalty of their customers. Customers are being wooed ever more feverishly by competitors offering better prices, better deals--a process that has dramatically accelerated with the growth of the Internet. As information about customers becomes more plentiful and detailed, and as customers themselves become more interactive with the companies they buy from, business success hinges increasingly on creating long-term, profitable, "one-to-one" customer relationships.
One-to-one marketing is nothing short of a revolution. Dell, Cisco, FedEx, Owens Corning, American Express, Amazon.com, Hewlett-Packard, and BellSouth, among others, have built their success on enhancing customer knowledge and interaction.
Yet managers and executives today find themselves wrestling with the issue of how to become a part of this revolution.
That's why one-to-one marketing pioneers Don Peppers, Martha Rogers, and Bob Dorf wrote this book.
The One to One Fieldbook is the first hands-on manual for implementing customer relationship management programs, featuring step-by-step guidance on how to initiate, evaluate, and upgrade one-to-one initiatives.
Among the topics covered in the book: how to determine whether you're ready to undertake a one-to-one program, how to evaluate what different customers are worth to your business, and how to customize your products or services. It includes chapters on gathering customer information, on how to measure results, on how to use the power of the World Wide Web--and much more. Each chapter features checklists of things to do, activities to enhance one-to-one skills, and questionnaires to evaluate your progress.
A complete toolkit for companies implementing customer relationship programs,
The One to One Fieldbook will help you identify your best customers, keep them longer, and grow them bigger--so that you can compete more successfully in the Interactive Age.
Extrait
Chapter One: One-to-One Marketing: What It's All About--The Four Implementation Steps of a 1to1 Marketing Program
At its root, one-to-one (1to1) marketing is a type of relationship marketing. But not everything that could be called "relationship marketing" is in fact 1to1 marketing. To be a genuine 1to1 marketer, you have to be able and willing to change your company's behavior toward an individual customer based on what you know about that customer and what the customer tells you.
So 1to1 marketing is basically a simple idea:
Treat different customers differently.
The actual mechanics of a 1to1 marketing strategy depend on understanding the various ways customers are different and how these differences should affect the firm's behavior toward particular, individual customers. While the idea is quite simple, implementing a 1to1 marketing program is not. One-to-one marketing involves much more than just sales and marketing, because the firm must be able to change how its products are configured or its service is delivered based on the individual needs of individual customers.
When a firm really harnesses all its resources to address the different needs of individual customers--to implement a 1to1 marketing program--we call that firm a one-to-one enterprise. One enterprise, one customer. A true 1to1 enterprise considers the cultivation and management of customer relationships to be the single most critical issue it faces--and recognizes that the strength or weakness of those relationships is the key determinant of the enterprise's long-term profitability and success.
Smart companies have always encouraged the active participation of customers in the development of products, services, and solutions. For the most pa
