One to One Future

OK, it's 2006 so this book is a bit dated, but only in examples. The concepts are right on, and the companies that are succeeding today, online especially, are doing so with the strategies outlined in this book. 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. Five Stars

Having spent many years in sales and marketing, and now as an author (Windows 98 and MCSE Study Tips for Dummies) and trainer/documentation specialist, I can tell you that no one has a better handle on the customer relationship building subject than Don Peppers and Martha Rogers. Following this book through several reprints and revisions, it continues to get better and better. The subject matter is complex, yet they have encapsulated it in a way that makes it easy for anyone to read and comprehend. Kudos for an excellent job!

One of the all time marketing books for the leaders of the future. This authors concepts are so fresh that only one word could describe the quality of this work....Epic.

A great, thought-provoking, idea-generating work. Contains very practical and implementable advice for businesses of all sizes. Especially useful for small companies who are trying to compete with the big guys.

This book helps bury mass marketing and even writes the tombstone "killed by relationship marketing." Chapter by chapter, this book spells out how to market to your customers instead of marketing your product. For instance, it shows you how to aim for customer share instead of market share. It is through examples that the authors show you how to win at 1:1 marketing. If you're in a competitive market or want to improve your marketing focus, read from it. Learn from it. And execute strategies from it. Neither you, your company, nor your customers will be dissapointed.