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on February 26, 2000
Even though Don Peppers and Martha Rodgers have seized and even created opportunities to promote CRM and 1 to 1 marketing, this book provides no true thought leadership. The only redeemable aspect of the writing are some real world high level examples of proactive customer relationship building. Not anything extraordinary, but enough from some large company top execs. to get an understanding that a customer-focused business can only be successful if the culture is nutured from the top down. The book does one thing very well; it promotes future Peppers and Rodgers writings that hopefully have more pratical application. The fact that the authors ask the readers to send their thoughts and ideas on specific topics to unique addresses, of the 1to1 Peppers and Rodgers web site, definitely follows the CRM philosophy. Not to mention, gives them a bank of real-world experience to draw from for their next project. I recommend looking elsewhere for any "real meat" relevant to CRM strategy lessons.
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on January 5, 2000
This book is full of real-world examples where CRM has been implemented with reasonable success. From the war stories, the reader can also infer some common traps to avoid. I appreciated the fact that you can read this book one or two cases at a time and get something out of it. No need to plow through end to end - a good thing for a business book.
Obviously, CRM is a hot topic. Most companies talk about CRM and are spending money on it, but not all are getting the type of results they desire. There are some lessons to be learned here from Pepper's and Rodgers' experiences.
Now that everyone is buzzing about web-enabled CRM, it's especially important to educate yourself on the core CRM and 1to1 concepts. I'd say that The OnetoOne Manager is a good start up the learning curve on CRM. Read it before you start throwing money around.
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on November 30, 1999
Short and to the point. Peppers and Rogers have demonstrated in this book how CRM works in today's market place and is the wave of the future. My company was recently acquired by a much larger company because they could not get our customers to switch over to their service. We practiced CRM and our customers were loyal to us and wouldn't jump ship. With the stiff competition in business today every added advantage in customer retention is a plus for your business. This book is filled with examples of how businesses have used CRM to give them "the edge".
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on November 30, 1999
This book is a must-read for anyone interested in applying customer relationship management tools. The Peppers and Rogers Group have provided its readers with an excellent series, beginning with its theoretical framework in the Enterprise and One-to-One Future books and crescendoing with a book of case studies and practical applications. This manuscript provides us with real live examples of of its theories at work. Kudos!
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on November 26, 1999
After preaching the concepts(one-to-one future and enterprise one-to-one) and the practical approach to it (one-to-one fieldbook), which the authors did very well, this book comes as a natural sequel where they have demonstrated applicability and acceptability of their concept and its success through the well selected case studies. However, those who have read the Customer.com by Patricia Seybold will find this book more like a repeat of structure. I would not rate this attempt as brilliant as the previous writings of the author but nontheless it gives a better understanding of the real world implementation of the concept. I hope in the next venture (one-to-one for WWW) the authors will provide innovative and fresh ideas.
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on July 24, 2000
Are you sitting down? This book tells us that the internet is changing the way business is conducted! When you've recovered from that breathtaking revelation, you may be ready to learn that customers are Very Important to businesses. The authors like to capitalize their endless platitudes: "Learning Relationships", "Lifetime Value" and when capitalization ceases to impress, we get acronyms: CRM, MPC. Wow! This is ground-breaking stuff.
And the examples! Would you buy a book touting British Airways and First Union Bank as positive examples of customer-sensitive businesses?
The good news is that, containing little but air for b-school types, it's a quick read. That gained it an extra star in my rating.
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on November 22, 1999
The latest book by Peppers and Rogers dispenses with most of the theory behind CRM and goes right for the reality. This is definitely a "just the facts, ma'am" type of book. It was easy to read and easy to understand. It serves up a tasty meal of short "lessons" revealing the details of one-to-one marketing without getting bogged down in a lot of indigestible business school jargon. I wish all business books were this useful!
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on February 14, 2000
An easier read that makes the leap to practical applications in the ever-changing business world where e-commerce means you must know your customers. This book was full of clear cut examples that draw from the other Don and Martha books. An important book in the CRM space.
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on December 5, 1999
I couldn't put this book down. I have invested nearly 23 years practicing customer relationship management, most recently investing the day prior at an e-commerce symposium, and here was a concise recap of leading edge thought captured by Peppers and Rogers. Right on the money. Full of ideas whose time has come.
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Essentially a collection of best practices for customer relationship management, this edition of the best-selling one-to-one marketing series is bound to set your managerial brains turning in new directions. We [...] highly recommend this book as a straightforward introduction to the CRM philosophy. Peppers and Rogers never get bogged down in impossibly complex technological solutions. Instead, they explain why CRM is an important tool, what it can accomplish and how to implement it. So before you meet with any consultants, read this book.
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