The One to One Future

The One to One Future

A guide to pitching products and services to one customer at a time shows business people how to find the twenty percent of their loyal customer base and how to find out what those customers want * Find the 20 percent--or 2 percent--of your ...

Author: Don Peppers

Publisher: Broadway Business

ISBN: 0385485662

Category: Business & Economics

Page: 460

View: 358

A guide to pitching products and services to one customer at a time shows business people how to find the twenty percent of their loyal customer base and how to find out what those customers want
Categories: Business & Economics

InfoWorld

InfoWorld

The first 25 respondents will receive a free copy of Don Peppers' and Martha Rogers' book, The One-to- One Future: Building Relationships One Customer at a Time. Please send your responses to ...

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Page: 114

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InfoWorld is targeted to Senior IT professionals. Content is segmented into Channels and Topic Centers. InfoWorld also celebrates people, companies, and projects.
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Managing Customer Relationships

Managing Customer Relationships

We begin with background and history, move through an overview of relationship theory, outline the ... led us to write our first book, The One to One Future: Building Relationships One Customer at a Time (Currency/Doubleday, 1993).

Author: Don Peppers

Publisher: John Wiley & Sons

ISBN: 9780471656418

Category: Business & Economics

Page: 560

View: 968

In today’s competitive marketplace, customer relationshipmanagement is critical to a company’s profitability andlong-term success. To become more customer focused, skilledmanagers, IT professionals and marketing executives must understandhow to build profitable relationships with each customer and tomake managerial decisions every day designed to increase the valueof a company by making managerial decisions that will grow thevalue of the customer base. The goal is to build long-termrelationships with customers and generate increased customerloyalty and higher margins. In Managing Customer Relationships, DonPeppers and Martha Rogers, credited with founding thecustomer-relationship revolution in 1993 when they invented theterm "one-to-one marketing," provide the definitive overview ofwhat it takes to keep customers coming back for years to come. Presenting a comprehensive framework for customer relationshipmanagement, Managing Customer Relationships provides CEOs, CFOs,CIOs, CMOs, privacy officers , human resources managers, marketingexecutives, sales teams, distribution managers, professors, andstudents with a logical overview of the background, themethodology, and the particulars of managing customer relationshipsfor competitive advantage. Here, renowned customer relationshipmanagement pioneers Peppers and Rogers incorporate many of theprinciples of individualized customer relationships that they arebest known for, including a complete overview of the background andhistory of the subject, relationship theory, IDIC(Identify-Differentiate-Interact-Customize) methodology, metrics,data management, customer management, company organization, channelissues, and the store of the future. One of the first books designed to develop an understanding ofthe pedagogy of managing customer relationships, with an emphasison customer strategies and building customer value, ManagingCustomer Relationships features: Pioneering theories and principles of individualized customerrelationships An overview of relationship theory Contributions from such revolutionary leaders as Philip Kotler,Esther Dyson, Geoffrey Moore, and Seth Godin Guidelines for identifying customers and differentiating them byvalue and need Tips for using the tools of interactivity and customization tobuild learning relationships Coverage of the importance of privacy and customer feedback Advice for measuring the success of customer-basedinitiatives The future and evolution of retailing An appendix that examines the qualities needed in a firm’scustomer relationship leaders, and that provides fundamental toolsfor embarking on a career in managing customer relationships orhelping a company use customer value as the basis for executivedecisions The techniques in Managing Customer Relationships can help anycompany sharpen its competitive advantage.
Categories: Business & Economics

The CRM Handbook

The CRM Handbook

A Business Guide to Customer Relationship Management Jill Dyché, Mary Mary O'Brien. Figure 2-2 illustrates that the ... Peppers , Don and Martha Rogers , Ph.D. , The One to One Future : Building Relationships One Customer At a Time .

Author: Jill Dyché

Publisher: Addison-Wesley Professional

ISBN: 0201730626

Category: Business & Economics

Page: 307

View: 362

CRM is an integrated information system that is used to plan, schedule and control the pre-sales and post-sales activities in an organization. This text is a manager's guide to making the most of CRM techniques for enhancing customer service, sales force effectiveness and marketing strategy.
Categories: Business & Economics

Database Marketing

Database Marketing

The One to One Future: Building Relationships One Customer at a Time. New York: Doubleday. Peppers, D. and Rogers, M. (1997). Enterprise One to One: Tools for Competing in the Interactive Age. New York: Doubleday.

Author: Robert C. Blattberg

Publisher: Springer Science & Business Media

ISBN: 9780387725796

Category: Business & Economics

Page: 872

View: 166

Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today’s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise—from branding and promotion campaigns to supply chain management to employee training to new product development. Based on decades of collective research, teaching, and application in the field, the authors present the most comprehensive treatment to date of database marketing, integrating theory and practice. Presenting rigorous models, methodologies, and techniques (including data collection, field testing, and predictive modeling), and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database marketing. "This is an excellent in-depth overview of both well-known and very recent topics in customer management models. It is an absolute must for marketers who want to enrich their knowledge on customer analytics." (Peter C. Verhoef, Professor of Marketing, Faculty of Economics and Business, University of Groningen) "A marvelous combination of relevance and sophisticated yet understandable analytical material. It should be a standard reference in the area for many years." (Don Lehmann, George E. Warren Professor of Business, Columbia Business School) "The title tells a lot about the book's approach—though the cover reads, "database," the content is mostly about customers and that's where the real-world action is. Most enjoyable is the comprehensive story – in case after case – which clearly explains what the analysis and concepts really mean. This is an essential read for those interested in database marketing, customer relationship management and customer optimization." (Richard Hochhauser, President and CEO, Harte-Hanks, Inc.) "In this tour de force of careful scholarship, the authors canvass the ever expanding literature on database marketing. This book will become an invaluable reference or text for anyone practicing, researching, teaching or studying the subject." (Edward C. Malthouse, Theodore R. and Annie Laurie Sills Associate Professor of Integrated Marketing Communications, Northwestern University)
Categories: Business & Economics

Managing Customer Experience and Relationships

Managing Customer Experience and Relationships

Books by Don Peppers and Martha Rogers, Ph.D: • The One to One Future: Building Relationships One Customer at a Time (Doubleday, 1993). • Tom Peters: “Book of the Year” (1993) • BusinessWeek: “Bible of the new marketing” (1994) • Inc.

Author: Martha Rogers

Publisher: John Wiley & Sons

ISBN: 9781119815341

Category: Business & Economics

Page: 517

View: 779

Every business on the planet is trying to maximize the value created by its customers Learn how to do it, step by step, in this newly revised Fourth Edition of Managing Customer Experience and Relationships: A Strategic Framework. Written by Don Peppers and Martha Rogers, Ph.D., recognized for decades as two of the world’s leading experts on customer experience issues, the book combines theory, case studies, and strategic analyses to guide a company on its own quest to position its customers at the very center of its business model, and to “treat different customers differently.” This latest edition adds new material including: How to manage the mass-customization principles that drive digital interactions How to understand and manage data-driven marketing analytics issues, without having to do the math How to implement and monitor customer success management, the new discipline that has arisen alongside software-as-a-service businesses How to deal with the increasing threat to privacy, autonomy, and competition posed by the big tech companies like Facebook, Amazon, and Google Teaching slide decks to accompany the book, author-written test banks for all chapters, a complete glossary for the field, and full indexing Ideal not just for students, but for managers, executives, and other business leaders, Managing Customer Experience and Relationships should prove an indispensable resource for marketing, sales, or customer service professionals in both the B2C and B2B world.
Categories: Business & Economics

Building Customer brand Relationships

Building Customer brand Relationships

D. Peppers and M. Rogers, The One-to-One Future: Building Relationships One Customer at a Time (New York: Currency Doubleday, 1993). 5. A. Farnham, “The Party That Crashed Retailing,” Forbes, November 1, 2004. 6.

Author: Don E. Schultz

Publisher: Routledge

ISBN: 9781317475613

Category: Business & Economics

Page: 480

View: 741

Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to 'sell', the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate, and what type of content is beneficial. "Building Customer-Brand Relationships" is themed around the four key elements marketing communicators use in developing programs - audiences, brands, delivery, and content - but provides an innovative approach to marketing communications in the 'push-pull' marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or 'pull' media of Internet, mobile communications, social networks, and more. Its 'customer-centric' media planning approach covers media decision before dealing with creative development, and emphasizes measurement and accountability. The text's concepts have been used successfully around the world, and can be adapted and adjusted to any type of product or service.
Categories: Business & Economics

Applied Marketing

Applied Marketing

Fazit Das Relationship Paradigma hat das Konsumgütermarketing entscheidend verändert und die Geschäftsprinzipien des ... oO Peppers D, Rogers M (1993) The One to One Future. Building Customer Relationships One Customer at a Time.

Author: Uwe Kamenz

Publisher: Springer-Verlag

ISBN: 9783642189814

Category: Business & Economics

Page: 1081

View: 100

Anwendungsorientiertes Marketing bezeichnet die wissenschaftliche Auseinandersetzung mit der Umsetzung der Marketingtheorie für die Praxis. Dieses Applied Marketing ist die einzigartige Domäne der Marketingprofessoren an den Fachhochschulen. Zum 30jährigen Bestehen der Arbeitsgemeinschaft für Marketing (AfM), der Vereinigung der Marketingprofessoren an den deutschen Fachhochschulen, stellen 73 Marketingprofessorinnen und -professoren für alle entscheidenden Bereiche des Marketing wie Strategisches Marketing, Innovationsmarketing, E-Business, Marktforschung, Kundenbeziehungsmanagement, Markenmanagement, Marketinginstrumentalpolitik, Vertriebsmanagement, Hochschulmarketing, Internationales Marketing, Internes Marketing und B-to-B-Marketing, den Stand der anwendungsorientierten Marketingwissenschaft dar.
Categories: Business & Economics

Building the Knowledge Management Network

Building the Knowledge Management Network

In 1993, Don Peppers and Martha Rogers published the first edition of The One to One Future: Building Relationships One Customer at a Time.7 The title succinctly describes their approach, which was prescient because the Internet had not ...

Author: Cliff Figallo

Publisher: John Wiley & Sons

ISBN: 9780471427575

Category: Computers

Page: 371

View: 569

A complete set of best practices, tools, and techniques for turning conversations into a rich source of business information Many organizations are now recognizing that the untapped knowledge of their members can be used to benefit every aspect of their business, from making smarter and faster decisions to improving products and efficiency. This book offers a clear-cut road map for building a successful knowledge management system to capture and fully exploit the knowledge exchanged in conversations. Written by two of the foremost experts in online communities, this book covers a set of best practices, tools, and techniques for using conversation and online interaction to provide affordable and effective knowledge-based benefits and solutions. With a unique and invaluable perspective, the authors offer guidance for collecting, capturing, and cataloging knowledge so that it can be used to improve efficiency and reduce costs in areas ranging from internal procedures through customer relations and product development. This book provides step-by-step solutions for developing an effective knowledge network, including how to: * Formulate strategies and create action plans * Select the right tools for peer-to-peer networks, interactive communities, and events * Work with legacy systems * Train staff and stimulate participation * Improve productivity and measurement criteria The companion Web site contains templates, checklists, a discussion board, and links to software.
Categories: Computers