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The One to One Fieldbook Paperback – January 5, 1999

4.5 out of 5 stars 17 customer reviews

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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
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Product Details

  • Series: One to One
  • 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
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (17 customer reviews)
  • Amazon Best Sellers Rank: #1,768,230 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: 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.
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Format: 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.
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Format: 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.
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Format: Paperback
The authors call it a "book of lists" and that is how I use it - a valuable series of checklists for managing customer relationships better. Chapter two is called "Quickstart" and it has some compelling questions, example: find the customers who have complained about your product or service, more than once in the last year and babysit their orders, call them and check up on your progress". Just imagine that you were that customer and how much you'd appreciate that approach. For another book with some good checklists try Seth Godin's "Permission marketing"
Chapters 4, 5 and 6 cover differentiating customers by value, interacting with them and customising. The "Rules of Engagement with Customers" on page 98 are interesting. These chapters stongly send you in the direction of different treatment for different customers. For another book with some new examples of best practice, take a look at Cram's "Customers that Count"
Finally I recommend the section in chapter 11 on targeting sales force compensation and commission to retention of valuable customers. This is good practice in putting company strategies into effect. If this is of interest, also look at Burnett's "Handbook of Key Customer Relationship managment"
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Format: Paperback
Peppers, Rogers, and Dorf arm companies with a comprehensive toolkit not only in hardcopy but in an ingenious fieldbook web site ([...]) exclusively created for readers of their latest book. These resources combined promise to help any enterprise design, build, and manage 1to1 programs successfully.
This fieldbook offers practical tips and tricks to management teams trying to make the most use of customer information in the Interactive Age. Additionally, these 1to1 thought leaders have culled a tremendous resource of recommended reads at the end of each chapter. When you visit the Web-site, these summaries also include a link to online merchants where you can purchase a copy!
Be sure not to miss the section dedicated to supplemental reads at the fieldbook web site, where specific chapters from seminal books by Peppers and Rogers are available electronically. Now you can quickly access key 1to1 content areas anytime, anywhere.
You'll also find all sorts of other resources - from the Gap Analysis Tool to numerous spreadsheets - that will help you create strategies to compete in the Interactive Age.
Anyone who wants to know how to strengthen customer relationship programs should buy this book. Actually, buy a book for each of your managers. You'll want all of them to have access to the fieldbook web site!
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