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Published by: Harvard Business Publishing
Published in: "Harvard Business Review - OnPoint", 2001

Abstract

This is an enhanced edition of the HBR reprint 99107, originally published in January/February 1999. HBR OnPoint articles save you time by enhancing an original Harvard Business Review article with an overview and an annotated bibliography. This enables you to scan, absorb, and share the management insights. The idea of one-to-one marketing (also called "relationship marketing") is simple: accommodating a customer based on your knowledge of that customer, as well as the customer''s input. This Manager''s Tool Kit, by Don Peppers and Martha Rogers, partners, and Bob Dorf, president, of Peppers and Rogers Group, a management consulting firm in Stamford, Connecticut, provides guidance for those who may be interested in implementing their program. One-to-one marketing promises to increase the value of your customer base by establishing a learning relationship with each customer. The customer tells you of some need, and you customize your product or service to meet it. Although the theory behind one-to-one marketing is simple, implementation is complex. Too many companies mistakenly understand it as an excuse to badger customers with excessive telemarketing and direct mail campaigns. The authors describe four key steps: identifying your customers, differentiating among them, interacting with them, and customizing your product or service to meet each customer''s needs. And they provide activities and exercises, to be administered to employees and customers, that will help you identify your company''s readiness to launch a one-to-one initiative. This tool kit will help you determine what type of program your company can implement now, what you need to do to position your company for a large-scale initiative, and how to set priorities.

About

Abstract

This is an enhanced edition of the HBR reprint 99107, originally published in January/February 1999. HBR OnPoint articles save you time by enhancing an original Harvard Business Review article with an overview and an annotated bibliography. This enables you to scan, absorb, and share the management insights. The idea of one-to-one marketing (also called "relationship marketing") is simple: accommodating a customer based on your knowledge of that customer, as well as the customer''s input. This Manager''s Tool Kit, by Don Peppers and Martha Rogers, partners, and Bob Dorf, president, of Peppers and Rogers Group, a management consulting firm in Stamford, Connecticut, provides guidance for those who may be interested in implementing their program. One-to-one marketing promises to increase the value of your customer base by establishing a learning relationship with each customer. The customer tells you of some need, and you customize your product or service to meet it. Although the theory behind one-to-one marketing is simple, implementation is complex. Too many companies mistakenly understand it as an excuse to badger customers with excessive telemarketing and direct mail campaigns. The authors describe four key steps: identifying your customers, differentiating among them, interacting with them, and customizing your product or service to meet each customer''s needs. And they provide activities and exercises, to be administered to employees and customers, that will help you identify your company''s readiness to launch a one-to-one initiative. This tool kit will help you determine what type of program your company can implement now, what you need to do to position your company for a large-scale initiative, and how to set priorities.

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