- Audio Cassette
- Publisher: Random House Audio (August 1, 1995)
- Language: English
- ISBN-10: 0553473611
- ISBN-13: 978-0553473612
- Product Dimensions: 4.5 x 0.8 x 7 inches
- Shipping Weight: 5.1 ounces
- Average Customer Review: 13 customer reviews
- Amazon Best Sellers Rank: #5,309,786 in Books (See Top 100 in Books)
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One-to-One Future: Building Relationships One Customer at a Time Audio, Cassette – Audiobook, August 1, 1995
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It talked about market disruption and discontinuous change, which when properly handled, is the way we grow up. But too many business are terrified of any change (which to them means an uncertain future) and want to remain the same, well, forever. And we know this does not work.
The book says it's better to take products to customers, not customers to products (selling model for physical bookstores). If this sounds familiar, it's because it is the Amazon method, which caused enormous market disruption. Jeff Bezos must had read this and used it as a strategy planning guide. It's talking about putting the "store" on the home computer- years before this was a comfortable reality.
So cool to see someone write with accuracy on how the world is changing and to see it has come true. Read this book- it will help you understand how the world has changed.
When Don Peppers and Martha Rogers wrote The One to One Future in 1993, their message was very prophetic. The Internet and individual customization were not yet popular, yet the authors foresaw the effects technology would have on marketing.
The book focuses on three foundational ideas.
1. Aim for share of customer, not share of market
Instead of selling to as many customers as possible, ensure each person that buys your product buys only your product, and is completely happy with it. This way, you don't sell to people that will buy the competition's product half of the time.
2. Focus on your best customers
It's the classic Pareto Principle at work here. A small portion of your customers provide the majority of your profits. If you don't focus on these customers and "fire" the rest, the majority of your time and resources will be spent on an unprofitable minority.
3. Encourage customer dialog
To develop customized products and services, it is essential that you maintain communication with your prospects. While some of the techniques the authors suggest are dated, the principles remain true. Technology is the enabler of one to one marketing.
Over the past decade, the concept of customized marketing has become more and more popular. Companies such as Amazon and Dell have become extremely successful using this model, and Peppers and Rogers may well deserve the credit. Reading this book is an excellent way to understand how this movement started, and how your business can profit from it.
Basically 1:1 marketing is an interactive endeavor where much is learned from the customer and individualized for the customer. Emphasis is on quality relationships and specific marketing rather than bland bulk mailings that have to please everyone.
Benefits range from increasing customer retention, which can be very profitable, to maximizing ROI on advertising. Lifetime customers are the goal. With the knowledge obtained interactively, focus can be applied and special treatment given to the customers that are making us the most profit.
It will also be found that with this increased interactivity that complaints will be able to be handled effectively. Most who have a problem with a company never tell the company, they just tell their friends. Make it very easy for someone to complain in person, phone, or by survey cards. This feedback can be very revealing for your operations. An upset customer, properly treated, my re-purchase, and may even become an active referrer.
Think of customers as life-long assetts. Offer them a 'membership' in your organization. This will open the doorway for information to pour in that is only obtainable through interactivity.
Develop the feedback loop in your organization. Don't just push out and add to the hundreds of pounds of bulk mail and millions of impersonal emails sent (that nowadays end up in the trash folder). Become effective in this area, become 1:1.