Enterprise One to One: Tools for Competing in the Interactive Age [Hardcover]

Don Peppers (Author), Martha Rogers (Author)

Book Description

Release date: December 1, 1996

Is there anyone out there who isn't worried about staying far in front of the technological tidal wave that is making products smarter and changing everything about what customers buy, how they buy, and where their loyalty goes?

Don Peppers and Martha Rogers, authors of the international bestseller The One to One Future, go beyond that now classic work on how to sell more products to fewer customers. For the last several years, they have been teaching companies how to stay at the head of the pack by harnessing technology to achieve killer competitive advantages in customer loyalty and unit margin. In this brave new world where microchip technology is making it possible for houses to know their occupants better than the occupants know their own houses--know the owners' temperature preferences, water use, lights, appliances--businesses have a great advantage in building unbreakable customer relationships. Peppers and Rogers explain what kinds of strategies are applicable to what kinds of businesses, and under what circumstances--from cars to credit cards, clothing manufacturers to dry cleaners, long distance phone companies to computer resellers. Suddenly car manufacturers, supermarkets, credit card companies, and fashion houses can compete not on commodity rules and price wars, but on bold new rules.

Readers of Enterprise One to One will learn:

* How to improve customer retention, not just incrementally but dramatically, and increase your share of each customer's business over time, despite the increasingly frantic nature of your competitors' campaigns.

* How to protect and increase your unit margin despite the commoditization that has begun to infect every business in every category.

* How to create entirely new markets of individual customers with diverse needs.

* How to make the transition to the Interactive Age, gaining advantages from new technologies without being threatened by them.

No book on marketing is as firmly planted in the competitive future as Enterprise One to One.

Don Peppers is president and founder of Marketing 1:1, Inc., based in Stamford, Connecticut. Martha Rogers, Ph.D., is a founding partner at Marketing 1:1, Inc., and professor of telecommunications at Bowling Green State University. Together they are the authors of the bestselling book The One to One Future.

Editorial Reviews

Amazon.com 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 & 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 customization technology enables businesses to customize 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; how to make the transition to the interactive age, taking advantage of new technologies without being threatened by them.

From Library Journal

In their latest collaboration, following the best-selling The One to One Future: Building Relationships One Customer at a Time (Doubleday, 1993), the authors emphasize the changing state of advertising competition from mass-media strategies to a one-on-one, individual approach. The ability to identify outstanding customers, made available by computerization, allows companies to bargain directly with the most likely candidates for their products. The one-on-one marketer establishes that relationship by offering a high-quality product or service geared to a customer's needs. The authors illustrate their ideas with many specific examples, and footnotes identify sources. At once practical and academic, this challenging title should be considered by academic, public, and special libraries that serve business or students of business of any age. (Index not seen..
-?Littleton M. Maxwell, Univ. of Richmond, Va.
Copyright 1997 Reed Business Information, Inc.

See all Editorial Reviews

Product Details

• Hardcover: 464 pages
• Publisher: A Currency Book (Doubleday); First Edition edition (December 1, 1996)
• Language: English
• ISBN-10: 0385482051
• ISBN-13: 978-0385482059
• Product Dimensions: 7.4 x 5.2 x 1.5 inches
• Shipping Weight: 1.4 pounds
• Average Customer Review: 4.4 out of 5 stars  See all reviews (23 customer reviews)
• Amazon Best Sellers Rank: #1,319,751 in Books (See Top 100 in Books)

More About the Author

Don Peppers was the oldest of five children raised in a small town in Missouri, and he's always had eclectic interests. He earned a degree in astronautical engineering at the US Air Force Academy and then received a masters in public affairs from Princeton, with a concentration in foreign policy. But he has never worked a day in either of these fields. After serving in the Air Force his first civilian job was as an economist at an oil company, and then he became director of accounting at a regional airline. At the airline he gravitated into the marketing field, and eventually went to work at a series of advertising agencies, where he gained a reputation as a successful "rainmaker," concentrating on winning new clients. He wrote about some of his successful (and unsuccessful) pitches in his book Life's a Pitch: Then You Buy. His collaboration with Martha Rogers, a former advertising professor, began in 1990, and their first book together, The One to One Future, was published 3 years later. Since then they have co-authored eight more books together, the most recent being Extreme Trust: Honesty as a Competitive Advantage.

Don and Martha founded a management consulting firm, Peppers & Rogers Group, which now has consultants and offices on five continents and specializes in helping companies improve their customer-facing processes, from sales and marketing issues to customer service, communications, social media, and employee culture. They like to say their mission is "to make the world safe for customers."

Most Helpful Customer Reviews

23 of 25 people found the following review helpful

3.0 out of 5 stars Full of anecdotes,very consumer oriented ,no detail January 6, 1999

By [e-mail]

Format:Hardcover

whilst the concept of 1:1 is appealing, and the case studies suggest that lots of companies are succeeding, there is little practical help re implementation. It's too consumer oriented a little less evangelism and more balanced approach would have been useful. suggest read : Ian Gordon Relationship Marketing Wayland & Cole - Customer Connections Regis McKenna - Real Time for a more in depth view of this.

15 of 18 people found the following review helpful

5.0 out of 5 stars Illustrates how to be successful in the on-line economy September 30, 1999

By Wildcat Man

Format:Paperback|Amazon Verified Purchase

Excellent business strategy primer for the Internet age. Peppers and Rogers methodically review how to fully exploit the advantages and opportunities of the online economy. Details how companies must change, how metrics must change, and how to transition your firm. Well illustrated with real life examples and useful tools. Answers the question "Where do I begin?" for a company trying to make the leap to the E-Commerce world.

5 of 5 people found the following review helpful

4.0 out of 5 stars Beyond a vision, but not a field guide January 5, 2001

By Richard Maltsbarger

Format:Paperback

As 1-to-1 marketing becomes common parlance within the marketing world, this book is the must read for taking a theory beyond a Chief Marketing Officer's vision and actually putting it to work. The concepts and methods of 1-to-1 are laid out in a very methodical and easy-to-follow manner. If someone mentions 1-to-1 marketing within the context of a speech, interview, or paper, this is the primer to understand both the concept and the methods. However, this is not the book to purchase if you would like an exact science of steps to CRM and 1-to-1 success. This book has been in print for a period of years and many of the methods may need to be updated for new technological tools and increased issues with privacy.