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One to One Fieldbook: A Complete Toolkit for Implementing Tool Marketing [Paperback]

Don Peppers , Martha Rogers
4.8 out of 5 stars  See all reviews (4 customer reviews)

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Book Description

1 Feb 1999 One to One
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.

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Product details

  • Paperback: 406 pages
  • Publisher: Bantam Doubleday Dell Publishing Group (1 Feb 1999)
  • Language: English
  • ISBN-10: 038549369X
  • ISBN-13: 978-0385493697
  • Product Dimensions: 2.8 x 18.5 x 22.6 cm
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: 1,302,656 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Amazon Review

The competition for customers today is fiercer than ever. With products and services only a mouse click away, customers have more choice than ever before, and the rules that govern customer loyalty have changed a great deal. While most CEOs will brag about how customer-centric their companies are, in reality many are at a loss for identifying and attracting a loyal and profitable customer base. In The One to One Fieldbook, the authors show how to implement a customer relationship programme based on one-to-one marketing, a notion they championed in their previous books, Enterprise One to One and One to One Future.

One-to-one marketing, write the authors, is "based on the simple idea of treating different customers differently." The book begins by outlining four steps for implementing a one-to-one marketing programme, then delves into a variety of subjects, from building the infrastructure necessary to supporting a one-to-one enterprise to evaluating and managing channel partners. This is a useful and practical how-to guide, full of checklists and ideas for getting any company on track with one-to-one marketing. --Harry C. Edwards, Amazon.com --This text refers to an out of print or unavailable edition of this title.

Review

Critical Acclaim for Don Peppers and Martha Rogers: Enterprise One to One: "Five stars!"--The Wall Street Journal "First to map the uncharted new world of interactive business. Use it to unlock the immense potential value of your customers."--Scott Cook, Chairman of the Board, Intuit "Exceptional. We're basing our strategic planning on these principles." --Larry Rosenberger, President and CEO, Fair, Isaac "Look no further--a practical business model for operating in an online interactive world."--Martin Nisenholtz, President, The New York Times Electronic Media Company "Destined to become the business field guide for the twenty-first century."--Jim Kouzes, Chairman, TPG (Tom Peters Group) Learning Systems, and coauthor of The Leadership Challenge The One to One Future: "Book of the year."--Tom Peters "Peters was wrong. This is not the book of the year. It's not even the book of the decade. It's one of the two or three most important business books ever written."--George Gendron, Inc. magazine "Unusual insight into how marketers can serve each other and every consumer." --Regis McKenna, author, consultant, Regis McKenna, Inc. "A unique perspective on the fundamental, structural changes that technology is already bringing to the real world of business competition."--Esther Dyson, author, president, EDventure Holdings --This text refers to an out of print or unavailable edition of this title.

Inside This Book (Learn More)
First Sentence
At its root, one-to-one (1to1) marketing is a type of relationship marketing. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

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4.8 out of 5 stars
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Most Helpful Customer Reviews
4 of 4 people found the following review helpful
By A Customer
Format:Paperback
The authors call it a "book of lists" and that is how I use it - a valuable series of checklists for managing customer relationships better. Chapter two is called "Quickstart" and it has some compelling questions, example: find the customers who have complained about your product or service, more than once in the last year and babysit their orders, call them and check up on your progress". Just imagine that you were that customer and how much you'd appreciate that approach. For another book with some good checklists try Seth Godin's "Permission marketing"
Chapters 4, 5 and 6 cover differentiating customers by value, interacting with them and customising. The "Rules of Engagement with Customers" on page 98 are interesting. These chapters stongly send you in the direction of different treatment for different customers. For another book with some new examples of best practice, take a look at Cram's "Customers that Count"
Finally I recommend the section in chapter 11 on targeting sales force compensation and commission to retention of valuable customers. This is good practice in putting company strategies into effect. If this is of interest, also look at Burnett's "Handbook of Key Customer Relationship managment"
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By A Customer
Format:Paperback
This book provides a very good base to understand the concept of CRM and its ancillaries. I am a CRM consultant myself, and I often use this book in projects that involve CRM strategy development and deployment. The field book helps bring to light issues that we often forget to address in our normal day to day work and while devising any change strategy in the company.
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5.0 out of 5 stars Five Stars 9 July 2014
Format:Paperback|Verified Purchase
Recommended on the IDM course, so very good.
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5.0 out of 5 stars Great Book 20 Jan 2013
Format:Paperback|Verified Purchase
The fantastic follow up book to the first one I bought. Very insightful. Full of great ideas and straightforward to understand.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.4 out of 5 stars  15 reviews
103 of 105 people found the following review helpful
4.0 out of 5 stars Should you buy this book? Most definitely, yes. 29 July 1999
By richbohn@sellmorenow.com - Published on Amazon.com
Format:Paperback
Whenever I sit through a lecture with a marketing guru like Don Peppers, I leave fired up and ready to tackle the world. However, the feeling doesn't last. There are seldom specific examples of steps you can actually take to put these ideas to work. As much as I warmed to the ideas discussed in his first two books (with collaborator Martha Rodgers), The One to One Future and Enterprise One to One, I was left with much the same feeling. So, when a copy of The One to One Fieldbook hit my desk, I was eager to see if we would finally get some specific tactical advice.
Like many business principles, one to one marketing can be summed up by the simple idea of treating different customers differently. The Fieldbook begins by outlining four steps for implementing a one-to-one marketing program: identify your customers, differentiate your customers, interact with your customers and customize your products. Then the book suggests detailed steps for planning, implementing, evaluating, and upgrading any firm's relationship-marketing program. Each chapter leaves you with specific, manageable, measurable tasks to improve your one to one marketing efforts.
I found the book less a "toolkit for implementing a 1 to 1 marketing program" than a crash refresher course in basic marketing concepts. That's not all bad though. Many readers will find the step-by-step advice on differentiating customers a real blessing to addressing this frequently difficult problem. Some chapters are better than others are though. I was especially disappointed in the chapter on information systems. Most of the checklists presented here are too "high-level" to be of much use. The chapter on channel management, on the other hand, was a pleasant surprise - providing lots of good advice to improve your relationship with your channel partners.
As an added value, The Fieldbook comes with an electronic password that allows readers to access a special one-to-one group Web site. There you will find electronic versions of all the book's checklists, along with extensive bibliographic references and useful spreadsheets that will save you time.
More importantly, if you are shopping for Customer Relationship Marketing software, you should insist that your potential suppliers read this book. And take its messages to heart! Every CRM developer on the planet will quote the wonders of one to one marketing as they attempt to sell you their wares. Yet, very few of these people really walk the talk and provide software solutions that will help you implement these strategies! For example, I cannot think of a single CRM program that makes it truly easy to broadcast an appropriate stream of e-mail messages to various prospects at various stages of the sales cycle. This capability essential to effectively interact with your customers!
So, should you buy this book? Most definitely, yes. The dozens of checklists for implementing relationship-marketing programs, along with self-analysis tools and questionnaires for evaluating a firm's progress or readiness for such programs are worth the purchase price alone.
Rich Bohn
28 of 29 people found the following review helpful
5.0 out of 5 stars An outstanding effort by the premier thinkers in CRM 8 Aug 2000
By Jim Kruger - Published on Amazon.com
Format:Paperback
If you're looking for ways to start your 1 to 1 marketing or CRM program, this is where you should begin. This book is a practical guide on how to start and implement a 1 to 1 program.
Every chapter includes lists and meeting notes for what to do at every step in the process. I wish I had this book when I began developing relationship marketing programs. With this book you are not alone in developing a 1 to 1 program. In addition, the book has a very valuable accompanying web site where you can print off the check lists and other helpful interactive tools. Before you buy the book you may want to look through their web site at 1to1.com. There you'll find more information on 1 to 1 marketing and CRM than anywhere else on the web. Martha Rogers and Don Peppers have truely shown that they are the masters of CRM in this book and their other titles.
12 of 13 people found the following review helpful
5.0 out of 5 stars Inspiring 1 Mar 1999
By cusack@worldnet.att.com - Michael Cusack, author of Online Customer Care - Published on Amazon.com
Format:Paperback
I read this book from cover-to-cover - a rare occurrence in itself - and found that the authors not only expressed their concepts and case studies in a compelling manner, but also created a wonderful blueprint for any company that is seriously interested in nurturing long-term customer relationships. It is a marvellous synthesis of Rogers and Peppers earlier works and deserves a place on every corporate manager's bookshelf. The only area that I would like to have seen addressed more thoroughly is that of the key (and often killer!) relationship between IT and other functions. Overall, however, this is a book that will inspire a new breed of competitive differentation. The authors not only support their information with a superb web site, but the information contained in this inexpensive book will save decision-makers tens of thousands of dollars in consulting fees.
5 of 5 people found the following review helpful
5.0 out of 5 stars Practical handbook for managing customer relationships 11 Dec 2001
By A Customer - Published on Amazon.com
Format:Paperback
The authors call it a "book of lists" and that is how I use it - a valuable series of checklists for managing customer relationships better. Chapter two is called "Quickstart" and it has some compelling questions, example: find the customers who have complained about your product or service, more than once in the last year and babysit their orders, call them and check up on your progress". Just imagine that you were that customer and how much you'd appreciate that approach. For another book with some good checklists try Seth Godin's "Permission marketing"
Chapters 4, 5 and 6 cover differentiating customers by value, interacting with them and customising. The "Rules of Engagement with Customers" on page 98 are interesting. These chapters stongly send you in the direction of different treatment for different customers. For another book with some new examples of best practice, take a look at Cram's "Customers that Count"
Finally I recommend the section in chapter 11 on targeting sales force compensation and commission to retention of valuable customers. This is good practice in putting company strategies into effect. If this is of interest, also look at Burnett's "Handbook of Key Customer Relationship managment"
6 of 7 people found the following review helpful
5.0 out of 5 stars A must read! Insightful, relevant, and easy to use 4 Feb 1999
By A Customer - Published on Amazon.com
Format:Paperback
Peppers, Rogers, and Dorf arm companies with a comprehensive toolkit not only in hardcopy but in an ingenious fieldbook web site ([...]) exclusively created for readers of their latest book. These resources combined promise to help any enterprise design, build, and manage 1to1 programs successfully.
This fieldbook offers practical tips and tricks to management teams trying to make the most use of customer information in the Interactive Age. Additionally, these 1to1 thought leaders have culled a tremendous resource of recommended reads at the end of each chapter. When you visit the Web-site, these summaries also include a link to online merchants where you can purchase a copy!
Be sure not to miss the section dedicated to supplemental reads at the fieldbook web site, where specific chapters from seminal books by Peppers and Rogers are available electronically. Now you can quickly access key 1to1 content areas anytime, anywhere.
You'll also find all sorts of other resources - from the Gap Analysis Tool to numerous spreadsheets - that will help you create strategies to compete in the Interactive Age.
Anyone who wants to know how to strengthen customer relationship programs should buy this book. Actually, buy a book for each of your managers. You'll want all of them to have access to the fieldbook web site!
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