Amazon.co.uk Review
The technological wave is making products smarter and changing what consumers buy, how they buy and where their loyalty goes. Enterprise One to One can help your business stay in front of the wave. Our current technology makes it easy for businesses to build customer relationships. Businesses can now treat different customers differently; however, it's important to know how each customer wants to be treated. Peppers and Rogers explain how to harness technology to achieve competitive advantages in customer loyalty and unit margin. They show you how you can tell customers apart, remember them individually and have them give feedback directly to you. They also display how mass customisation technology enables businesses to customise products and services as a matter of routine. Enterprise One to One explains what kinds of strategies are applicable to what kinds of businesses and under what circumstances; how to retain customers and increase your share of each customer's business; how to create entirely new markets of individual customers who have diverse needs, and how to make the transition to the interactive age, taking advantage of new technologies without being threatened by them.

Synopsis
In this guide to one-to-one selling, the authors argue that with increasingly interactive media, it now makes more sense to sell as many products and services as possible to one customer, than to just sell one product to as many customers as possible. Chapters cover such subjects as: how to identify and capitalize on customer differences; how to increase the share of valuable "lifetime" customers; how to treat different customers differently; how to anticipate what your customer wants; how to get customer feedback; how to remove distribution barriers; and how to implement the one-to-one marketing philosophy in your company.

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Most Helpful Customer Reviews   5 of 5 people found the following review helpful: If you haven't read this its too late, 17 Jun 1999 By A Customer I attended a recent sales conference and was given a copy of this book. I read it, I read it all, the first business book I have in a long time. The book focuses on the way new technology can revolutionise the way organisations can interact with their clients. The book sticks to this core concept and gives many examples of successful companies that are using their recommended techniques. For some this book will be a history book, but I suspect for many more it will be an eye opener for the future.  Comment | Permalink | Was this review helpful to you? (Report this) › See all customer reviews...		Search Customer Reviews Only search this product's reviews