The One to One Fieldbook [Paperback]

Don Peppers (Author), Martha Rogers (Author)

Book Description

Series: One to One | Publication Date: January 5, 1999

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 book: 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.

Editorial Reviews

Amazon.com Review

The competition for customers today is fiercer than ever. With products and services only a mouse click away, customers have more choice than ever before, and the rules that govern customer loyalty have changed a great deal. While most CEOs will brag about how customer-centric their companies are, in reality many are at a loss for identifying and attracting a loyal and profitable customer base. In The One to One Fieldbook, authors Don Peppers, Martha Rogers, and Bob Dorf show how to implement a customer-relationship program based on one-to-one marketing, a notion they championed in their previous books, Enterprise One to One and One to One Future.

One-to-one marketing, write the authors, is "based on the simple idea of treating different customers differently." The book begins by outlining four steps for implementing a one-to-one marketing program, then delves into a variety of subjects, from building the infrastructure necessary to supporting a one-to-one enterprise to evaluating and managing channel partners. This is a useful and practical how-to guide, full of checklists and ideas for getting any company on track with one-to-one marketing. --Harry C. Edwards

Review

Critical Acclaim for Don Peppers and Martha Rogers:

Enterprise One to One:

"Five stars!"
--The Wall Street Journal

"First to map the uncharted new world of interactive business. Use it to unlock the immense potential value of your customers."
--Scott Cook, Chairman of the Board, Intuit

"Exceptional. We're basing our strategic planning on these principles."
--Larry Rosenberger, President and CEO, Fair, Isaac

"Look no further--a practical business model for operating in an online interactive world."
--Martin Nisenholtz, President, The New York Times Electronic Media Company

"Destined to become the business field guide for the twenty-first century."
--Jim Kouzes, Chairman, TPG (Tom Peters Group) Learning Systems, and coauthor of The Leadership Challenge

The One to One Future:

"Book of the year."
--Tom Peters

"Peters was wrong. This is not the book of the year. It's not even the book of the decade. It's one of the two or three most important business books ever written."
--George Gendron, Inc. magazine

"Unusual insight into how marketers can serve each other and every consumer."
--Regis McKenna, author, consultant, Regis McKenna, Inc.

"A unique perspective on the fundamental, structural changes that technology is already bringing to the real world of business competition."
--Esther Dyson, author, president, EDventure Holdings

See all Editorial Reviews

Product Details

• Paperback: 432 pages
• Publisher: Crown Business; 1st edition (January 5, 1999)
• Language: English
• ISBN-10: 038549369X
• ISBN-13: 978-0385493697
• Product Dimensions: 7.4 x 1 x 9 inches
• Shipping Weight: 2 pounds (View shipping rates and policies)
• Average Customer Review: 4.4 out of 5 stars  See all reviews (15 customer reviews)
• Amazon Best Sellers Rank: #740,118 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

102 of 104 people found the following review helpful:

4.0 out of 5 stars Should you buy this book? Most definitely, yes., July 29, 1999

By 

[e-mail] (Issaquah, WA) - See all my reviews

This review is from: The One to One Fieldbook (Paperback)

Whenever I sit through a lecture with a marketing guru like Don Peppers, I leave fired up and ready to tackle the world. However, the feeling doesn't last. There are seldom specific examples of steps you can actually take to put these ideas to work. As much as I warmed to the ideas discussed in his first two books (with collaborator Martha Rodgers), The One to One Future and Enterprise One to One, I was left with much the same feeling. So, when a copy of The One to One Fieldbook hit my desk, I was eager to see if we would finally get some specific tactical advice.

Like many business principles, one to one marketing can be summed up by the simple idea of treating different customers differently. The Fieldbook begins by outlining four steps for implementing a one-to-one marketing program: identify your customers, differentiate your customers, interact with your customers and customize your products. Then the book suggests detailed steps for planning, implementing, evaluating, and upgrading any firm's relationship-marketing program. Each chapter leaves you with specific, manageable, measurable tasks to improve your one to one marketing efforts.

I found the book less a "toolkit for implementing a 1 to 1 marketing program" than a crash refresher course in basic marketing concepts. That's not all bad though. Many readers will find the step-by-step advice on differentiating customers a real blessing to addressing this frequently difficult problem. Some chapters are better than others are though. I was especially disappointed in the chapter on information systems. Most of the checklists presented here are too "high-level" to be of much use. The chapter on channel management, on the other hand, was a pleasant surprise - providing lots of good advice to improve your relationship with your channel partners.

As an added value, The Fieldbook comes with an electronic password that allows readers to access a special one-to-one group Web site. There you will find electronic versions of all the book's checklists, along with extensive bibliographic references and useful spreadsheets that will save you time.

More importantly, if you are shopping for Customer Relationship Marketing software, you should insist that your potential suppliers read this book. And take its messages to heart! Every CRM developer on the planet will quote the wonders of one to one marketing as they attempt to sell you their wares. Yet, very few of these people really walk the talk and provide software solutions that will help you implement these strategies! For example, I cannot think of a single CRM program that makes it truly easy to broadcast an appropriate stream of e-mail messages to various prospects at various stages of the sales cycle. This capability essential to effectively interact with your customers!

So, should you buy this book? Most definitely, yes. The dozens of checklists for implementing relationship-marketing programs, along with self-analysis tools and questionnaires for evaluating a firm's progress or readiness for such programs are worth the purchase price alone.

Rich Bohn

28 of 29 people found the following review helpful:

5.0 out of 5 stars An outstanding effort by the premier thinkers in CRM, August 8, 2000

By 

Jim Kruger (Canton, MI USA) - See all my reviews

This review is from: The One to One Fieldbook (Paperback)

If you're looking for ways to start your 1 to 1 marketing or CRM program, this is where you should begin. This book is a practical guide on how to start and implement a 1 to 1 program.

Every chapter includes lists and meeting notes for what to do at every step in the process. I wish I had this book when I began developing relationship marketing programs. With this book you are not alone in developing a 1 to 1 program. In addition, the book has a very valuable accompanying web site where you can print off the check lists and other helpful interactive tools. Before you buy the book you may want to look through their web site at 1to1.com. There you'll find more information on 1 to 1 marketing and CRM than anywhere else on the web. Martha Rogers and Don Peppers have truely shown that they are the masters of CRM in this book and their other titles.

12 of 13 people found the following review helpful:

5.0 out of 5 stars Inspiring, March 1, 1999

By 

[e-mail] - Michael Cusack, aut... - See all my reviews

This review is from: The One to One Fieldbook (Paperback)

I read this book from cover-to-cover - a rare occurrence in itself - and found that the authors not only expressed their concepts and case studies in a compelling manner, but also created a wonderful blueprint for any company that is seriously interested in nurturing long-term customer relationships. It is a marvellous synthesis of Rogers and Peppers earlier works and deserves a place on every corporate manager's bookshelf. The only area that I would like to have seen addressed more thoroughly is that of the key (and often killer!) relationship between IT and other functions. Overall, however, this is a book that will inspire a new breed of competitive differentation. The authors not only support their information with a superb web site, but the information contained in this inexpensive book will save decision-makers tens of thousands of dollars in consulting fees.