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The One to One Fieldbook
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 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.
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 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.
- GenresBusiness
432 pages, Paperback
First published January 5, 1999
3 people are currently reading
34 people want to read
About the author
Don Peppers
45 books23 followersRecognized for well over a decade as one of the leading authorities on customer-focused relationship management strategies, Don Peppers is an acclaimed author and a founding partner of Peppers & Rogers Group, the world’s premier customer-centered consultancy.
Don’s vision, perspective and thoughtful analysis of global business practices has earned him some significant citations by internationally recognized entities. Business 2.0 Magazine named him one of the 19 “foremost business gurus of our times,” and Accenture’s Institute for Strategic Change listed him as one of the 50 “most important living business thinkers” in the world. The Times of London has listed him among its “Top 50 Business Brains,” and the U.K.’s Chartered Institute for Marketing included him in its inaugural listing of the 50 “most influential thinkers in marketing and business today.”
With co-author Martha Rogers, Ph.D., Don has produced a legacy of international bestsellers that have collectively sold more than a million copies in 18 languages. Together, their body of work includes books such as The One to One Future (1993), which BusinessWeek called “one of the bibles of new marketing”; Enterprise One to One (1997), which received a five-star rating from The Wall Street Journal; as well as The One to One Fieldbook (1999), The One to One Manager (1999); and One to One B2B, which made The New York Times business best-seller list within a month of publication in 2001. The authors have also published the first-ever CRM textbook for university use in graduate-level courses, Managing Customer Relationships (April 2004).
With Extreme Trust, they look to the future once again, predicting that rising levels of transparency will require companies to protect the interests of their customers and employees proactively, even when it sometimes costs money in the short term.
Don’s vision, perspective and thoughtful analysis of global business practices has earned him some significant citations by internationally recognized entities. Business 2.0 Magazine named him one of the 19 “foremost business gurus of our times,” and Accenture’s Institute for Strategic Change listed him as one of the 50 “most important living business thinkers” in the world. The Times of London has listed him among its “Top 50 Business Brains,” and the U.K.’s Chartered Institute for Marketing included him in its inaugural listing of the 50 “most influential thinkers in marketing and business today.”
With co-author Martha Rogers, Ph.D., Don has produced a legacy of international bestsellers that have collectively sold more than a million copies in 18 languages. Together, their body of work includes books such as The One to One Future (1993), which BusinessWeek called “one of the bibles of new marketing”; Enterprise One to One (1997), which received a five-star rating from The Wall Street Journal; as well as The One to One Fieldbook (1999), The One to One Manager (1999); and One to One B2B, which made The New York Times business best-seller list within a month of publication in 2001. The authors have also published the first-ever CRM textbook for university use in graduate-level courses, Managing Customer Relationships (April 2004).
With Extreme Trust, they look to the future once again, predicting that rising levels of transparency will require companies to protect the interests of their customers and employees proactively, even when it sometimes costs money in the short term.
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Displaying 1 - 2 of 2 reviews
May 18, 2013
The basics for getting a company further toward "treating different customers differently." Lot's of useful templates and discussion notes. Lots of great case studies, including 3 about my then current employer.
March 30, 2013
An optional-read book on direct marketing for the knowledge worker, manager, executive, or entrepreneur.
Displaying 1 - 2 of 2 reviews