- Paperback: 436 pages
- Publisher: Crown Business; 1st edition (January 19, 1999)
- Language: English
- ISBN-10: 038548755X
- ISBN-13: 978-0385487559
- Product Dimensions: 5 x 1.1 x 7.2 inches
- Shipping Weight: 13.6 ounces
- Average Customer Review: 17 customer reviews
- Amazon Best Sellers Rank: #2,085,722 in Books (See Top 100 in Books)
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Enterprise One to One Paperback – January 19, 1999
"Warlight" by Michael Ondaatje
A dramatic coming-of-age story set in the decade after World War II, "Warlight" is the mesmerizing new novel from the best-selling author of "The English Patient." Learn more
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"First to map the uncharted new world of interactive business. Use it to unlock the immense potential value of your customers."
--Scott Cook, President, Intuit
--Wall Street Journal
"Use it immediately. And if you don't, be prepared to lose customers to those who do!"
--Jim Kouzes, Chairman, TPG (Tom Peters Group) Learning Systems, and coauthor of The Leadership Challenge
"Creative, insightful, compelling."
--Wolfgang R. Schmitt, Chairman of the Board and CEO, Rubbermaid Incorporated
"Exceptional. We're basing our strategic planning on these principles."
--Larry Rosenberger, President and CEO, Fair, Isaac
"Look no further than Enterprise One to One."
--Martin Nisenholtz, President, The New York Times Electronic Media Company
From the Inside Flap
rise One to One has taken its place alongside Don Peppers and Martha Rogers's The One to One Future as a marketing classic on how to sell more products to fewer customers through one-to-one marketing. In this brave new world, where microchip technology is making it possible for businesses to know their customers better than ever before, there is incredible opportunity to build unbreakable customer relationships.
Peppers and Rogers explain the strategies needed to achieve killer competitive advantages in customer loyalty and unit margin. Among the things Enterprise One to One teaches are how to improve customer retention, not just incrementally but dramatically; how to increase your share of each customer's business over time; how to protect and increase your unit margin; and how to make the transition to the Interactive Age with today's new technologies.
Enterprise One to One is the bible for successful marketing in today's compe
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Ways must be found to find out more about your individual customers so products and marketing can be made more effective. A strong Privacy Bill of Rights will help collect information by adding to customers' security concerns.
Goals should be made to never have to ask the customer for the same information twice, to remember what they like, and remind them when they should re-order based on their buying habits. Focus on their needs rather than your products capabilities.
Involve customers in the buying cycle; get them to collaborate on larger projects with you; discover who else they may be giving some of your potential business.
Also, by having additional data to study, you can prioritize individual tailoring to your key customers that account for most of your business.
Start with a vision by asking "If we had all the customer-specific info we could possibly want, what would we do differently?" Explore the value of different data that you have and that you might obtain and pick a few items that are the least time and cost intensive and also add to customer satisfaction and your bottom line.
Today a major tool for understanding customers has come into existence. This, of course, is the computer and the interlinking systems for computers. The authors of this book argue that this is now the beginning of the age of interactive business. In the past the emphasis was on the mass product, one size fits all. Today, products and services can be tailored to one customer. This fact can be used to create customer loyalty and "lock-in" a customer to your business.
One of the many examples cited in the book is the ordinary greeting card. Up until now the greeting card companies have, in fact, thought of the retailers as their customers. Now it is not only possible, but it is becoming practical to establish a "1:1 relationship with end users". This is made possible by "the computer, modem, and at-home color printer."
Note this new "one to one" relationship with your customers may also have a tremendous affect on current distribution systems. It will, in many cases, result in new companies being formed because many current firms cannot offer this sort of direct service without antagonizing their present wholesalers, distributors, and retailers. Greet Street in greeting cards is an example.
Perhaps the greeting card business may seem remote to your product, but consider that this same one to one relationship principle is being applied to such diverse items as used cars and shoes. One firm (Custom Foot) that offers custom shoes has only sample shoes in their stores along with their foot measuring machine. Shoes in other styles may be ordered at any time by phone or modem because the firm's computer retains all your measurements.
An important concept emphasized by the writers is the "Learning Relationship" concept. Whether it is your shoe dimensions, car accessory preferences, or hotel accommodations, the one to one age computer will know what you prefer. Think of the loyalty factor here. It is like the bar where everyone knows your name.
Yet another example is Amazon.com, Inc. This interactive book store is now one of the world's largest. Yet its physical inventory is very small. In fact, its turnover is 150 times per year, whereas the average bookstore is four times a year!
In the past, we might have visualized the computer as an enormous impersonal machine, but in this interactive mode it can remember your birthday, your taste in books, or dozens of other personal bits of information. The book offers a good piece of advice: "Any company that treats a customer the same as "everybody" is treating that customer like nobody."
The new marketplace is not without problems. How do you supply documents, for a price that the customer will not duplicate and resell or give away to friends? One technique is the "watermark" or a slight variation that can be used to trace the source of a copy. Then there is the problem of using credit cards without theft possibilities. Guaranteeing privacy is a must in many areas.
This interactive, one to one concept also has and will affect manufacturing methods. A lady offering custom knit-wear bought a German made computerized loom and is able to offer dresses made to the customer's specified color, style, and size.
In many cases, the applications cited in the book are for those who can afford to pay more for their "tailor-made" product, but note the tremendous drop in computer prices over the years. A home table top computer today has the capabilities of a multi-million dollar computer of a few years ago.
This book is an easy read even though it often resorts to abbreviations such as LTV (long term value), NPV (net present value), and MVC (most valuable customers). However, these are explained in the text and in its Glossary and Principles section. Also, diagrams are provided to enable you to better visualize the concepts presented.
You should read this book because your competition surely will and because "the future" has already begun.