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.
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.
