The One to One Future: Building Relationships One Customer at a Time Paperback – 6 Oct 1998
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Top Customer Reviews
I like it's concepts and reading and looking at the way most Internet Marketers run their business this way they stay in the blue and those that don't well guess......
Most Helpful Customer Reviews on Amazon.com (beta)
Using technology to make a transaction more efficient can be a service to customers. People do not always seek a relationship with their provider; sometimes they want anonymity, and the idea that the provider organization "knows" all about them can be scary. Only by distinguishing between real relationships and the kind of "pseudo-relationship" that Peppers and Rogers advocate can you sort out these issues.
To learn more about the concept of "relationship" versus the more common service encounter (between customer and provider who do not know each other and do not expect to interact again), read The Brave New Service Strategy by Dr. Barbara A. Gutek and Theresa Welsh. They postulate a service model that consists of a triangle of Customer, Organization and Provider (COP).
It's important to remember that this book prepared the way for current Internet-based/personalized approaches to marketing. To a current marketeer, it may feel a bit dated (many of the examples are dependent on using snail mail and fax machines) but it given how many large IT projects are centered around database marketing, it's worthwhile reading for a lot of professionals and technical workers who may be missing part of the point of the systems they're developing.
When Don Peppers and Martha Rogers wrote The One to One Future in 1993, their message was very prophetic. The Internet and individual customization were not yet popular, yet the authors foresaw the effects technology would have on marketing.
The book focuses on three foundational ideas.
1. Aim for share of customer, not share of market
Instead of selling to as many customers as possible, ensure each person that buys your product buys only your product, and is completely happy with it. This way, you don't sell to people that will buy the competition's product half of the time.
2. Focus on your best customers
It's the classic Pareto Principle at work here. A small portion of your customers provide the majority of your profits. If you don't focus on these customers and "fire" the rest, the majority of your time and resources will be spent on an unprofitable minority.
3. Encourage customer dialog
To develop customized products and services, it is essential that you maintain communication with your prospects. While some of the techniques the authors suggest are dated, the principles remain true. Technology is the enabler of one to one marketing.
Over the past decade, the concept of customized marketing has become more and more popular. Companies such as Amazon and Dell have become extremely successful using this model, and Peppers and Rogers may well deserve the credit. Reading this book is an excellent way to understand how this movement started, and how your business can profit from it.
Chapter by chapter, this book spells out how to market to your customers instead of marketing your product. For instance, it shows you how to aim for customer share instead of market share. It is through examples that the authors show you how to win at 1:1 marketing.
If you're in a competitive market or want to improve your marketing focus, read from it. Learn from it. And execute strategies from it. Neither you, your company, nor your customers will be dissapointed.