PDF Ebook Enterprise One to One: Tools for Competing in the Interactive Age, by Don Peppers

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Enterprise One to One: Tools for Competing in the Interactive Age, by Don Peppers

PDF Ebook Enterprise One to One: Tools for Competing in the Interactive Age, by Don Peppers

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Amazon.com Review

The technological wave is making products smarter and changing what consumers buy, how they buy, and where their loyalty goes. Enterprise One to One can help your business stay in front of the wave. Our current technology makes it easy for businesses to build customer relationships. Businesses can now treat different customers differently; however, it's important to know how each customer wants to be treated. Peppers & Rogers explain how to harness technology to achieve competitive advantages in customer loyalty and unit margin. They show you how you can tell customers apart, remember them individually, and have them give feedback directly to you. They also display how mass customization technology enables businesses to customize products and services as a matter of routine. Enterprise One to One explains what kinds of strategies are applicable to what kinds of businesses and under what circumstances; how to retain customers and increase your share of each customer's business; how to create entirely new markets of individual customers who have diverse needs; how to make the transition to the interactive age, taking advantage of new technologies without being threatened by them.

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From Library Journal

In their latest collaboration, following the best-selling The One to One Future: Building Relationships One Customer at a Time (Doubleday, 1993), the authors emphasize the changing state of advertising competition from mass-media strategies to a one-on-one, individual approach. The ability to identify outstanding customers, made available by computerization, allows companies to bargain directly with the most likely candidates for their products. The one-on-one marketer establishes that relationship by offering a high-quality product or service geared to a customer's needs. The authors illustrate their ideas with many specific examples, and footnotes identify sources. At once practical and academic, this challenging title should be considered by academic, public, and special libraries that serve business or students of business of any age. (Index not seen..-?Littleton M. Maxwell, Univ. of Richmond, Va.Copyright 1997 Reed Business Information, Inc.

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Product details

Hardcover: 464 pages

Publisher: A Currency Book (Doubleday); 1 edition (December 1, 1996)

Language: English

ISBN-10: 0385482051

ISBN-13: 978-0385482059

Product Dimensions:

5.5 x 1.2 x 7.8 inches

Shipping Weight: 1.4 pounds (View shipping rates and policies)

Average Customer Review:

3.7 out of 5 stars

12 customer reviews

Amazon Best Sellers Rank:

#3,512,826 in Books (See Top 100 in Books)

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.

I was very pleased with the quality of writing that went into this book. It provides a wealth of information in the one-to-one personalization space; not just the Internet paradigm, but as a business building methodology. I was very pleased.

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

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

A major theme that runs through practically all marketing books is that you must know your customers. A very long list of products and services that failed due to violating this principle may be prepared. Not only products by individual inventors, but products by long established corporations make up this list.Today a major tool for understanding customers has come into existence. This, of course, is the computer and the interlinking systems for computers. The authors of this book argue that this is now the beginning of the age of interactive business. In the past the emphasis was on the mass product, one size fits all. Today, products and services can be tailored to one customer. This fact can be used to create customer loyalty and "lock-in" a customer to your business.One of the many examples cited in the book is the ordinary greeting card. Up until now the greeting card companies have, in fact, thought of the retailers as their customers. Now it is not only possible, but it is becoming practical to establish a "1:1 relationship with end users". This is made possible by "the computer, modem, and at-home color printer."Note this new "one to one" relationship with your customers may also have a tremendous affect on current distribution systems. It will, in many cases, result in new companies being formed because many current firms cannot offer this sort of direct service without antagonizing their present wholesalers, distributors, and retailers. Greet Street in greeting cards is an example.Perhaps the greeting card business may seem remote to your product, but consider that this same one to one relationship principle is being applied to such diverse items as used cars and shoes. One firm (Custom Foot) that offers custom shoes has only sample shoes in their stores along with their foot measuring machine. Shoes in other styles may be ordered at any time by phone or modem because the firm's computer retains all your measurements.An important concept emphasized by the writers is the "Learning Relationship" concept. Whether it is your shoe dimensions, car accessory preferences, or hotel accommodations, the one to one age computer will know what you prefer. Think of the loyalty factor here. It is like the bar where everyone knows your name.Yet another example is Amazon.com, Inc. This interactive book store is now one of the world's largest. Yet its physical inventory is very small. In fact, its turnover is 150 times per year, whereas the average bookstore is four times a year!In the past, we might have visualized the computer as an enormous impersonal machine, but in this interactive mode it can remember your birthday, your taste in books, or dozens of other personal bits of information. The book offers a good piece of advice: "Any company that treats a customer the same as "everybody" is treating that customer like nobody."The new marketplace is not without problems. How do you supply documents, for a price that the customer will not duplicate and resell or give away to friends? One technique is the "watermark" or a slight variation that can be used to trace the source of a copy. Then there is the problem of using credit cards without theft possibilities. Guaranteeing privacy is a must in many areas.This interactive, one to one concept also has and will affect manufacturing methods. A lady offering custom knit-wear bought a German made computerized loom and is able to offer dresses made to the customer's specified color, style, and size.In many cases, the applications cited in the book are for those who can afford to pay more for their "tailor-made" product, but note the tremendous drop in computer prices over the years. A home table top computer today has the capabilities of a multi-million dollar computer of a few years ago.This book is an easy read even though it often resorts to abbreviations such as LTV (long term value), NPV (net present value), and MVC (most valuable customers). However, these are explained in the text and in its Glossary and Principles section. Also, diagrams are provided to enable you to better visualize the concepts presented.You should read this book because your competition surely will and because "the future" has already begun.

As 1-to-1 marketing becomes common parlance within the marketing world, this book is the must read for taking a theory beyond a Chief Marketing Officer's vision and actually putting it to work. The concepts and methods of 1-to-1 are laid out in a very methodical and easy-to-follow manner. If someone mentions 1-to-1 marketing within the context of a speech, interview, or paper, this is the primer to understand both the concept and the methods. However, this is not the book to purchase if you would like an exact science of steps to CRM and 1-to-1 success. This book has been in print for a period of years and many of the methods may need to be updated for new technological tools and increased issues with privacy.

If you are going to do customer relationship management this book is for you. Whether you are in business or IT it will be valuable in any case. The book gives examples of best in breed CRM practices. It is very easy to read. Some of you will find ideas which will probably help you move your business forward to the 1-to-1 future. You will learn what the differences are between a traditional view of the customer and that of a 1-to-1 practitioner. You will also learn about new principles of customer segmentation and how to migrate from mass marketing to more selective 1-to-1 marketing. Although it is not a complete guide, you will enjoy reading it.

Whilst the practical examples of 1:1 marketing helped a lot, I've found too many words that could be omitted. What I'm looking is for practical information; I know the drill (is more or less the same in nearly all authors). And these two guys really worked with a lot of companies, and show us how to do it in our businesses

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Enterprise One to One: Tools for Competing in the Interactive Age, by Don Peppers PDF

Enterprise One to One: Tools for Competing in the Interactive Age, by Don Peppers PDF

Enterprise One to One: Tools for Competing in the Interactive Age, by Don Peppers PDF

Enterprise One to One: Tools for Competing in the Interactive Age, by Don Peppers PDF