Enterprise One to One

These founders of Marketing 1:1 share their business approach here. Instead of the traditional method of offering one product for sale to many customers, the 1:1 approach focuses on selling one customer at a time. This leads to higher customer retention and more value per customer. That is the subject of this book. 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. Five Stars

Very educational, very detailed, have to read over and over, like a manual in order to grasp all details and implement.

Excellent business strategy primer for the Internet age. Peppers and Rogers methodically review how to fully exploit the advantages and opportunities of the online economy. Details how companies must change, how metrics must change, and how to transition your firm. Well illustrated with real life examples and useful tools. Answers the question "Where do I begin?" for a company trying to make the leap to the E-Commerce world.