The One to One Fieldbook

by Don Peppers, Martha Rogers, Martha Rogers

Book Overview

A practical guide to implementing the one-to-one marketing principles that Don Peppers and Martha Rogers have made famous throughout corporate America in their bestselling books The One to One Future... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 038549369X
• ISBN13: 9780385493697
• Release Date: January 1999
• Publisher: Crown Business
• Length: 432 Pages
• Weight: 2.00 lbs.
• Dimensions: 9.0" x 1.1" x 7.4"

Customer Reviews

How to Treat Different Customers Differently

What a fantastic book for every marketing professional to read. The authors have invested a lot of time and effort to make this book very informative and practical. It deals with the real business world and not some theoritical formula that works only in closed conditions. There are many examples of successes as well as failures of companies that have switched over to the 1 to 1 Marketing concept.The book consists of 15 chapters to help one build the system of 1to1 marketing. The main highlights for me in this book were the following:1.) Learning to treat different customers differently, separating them into three catagories Most valuable Customer (MVC) Most Growth Customer (MGC) Below Zero (BZ)and concentrating most of your companies effort and budget on the MVC and MGC clients.2.)Gathering detailed information about the most profitable clients and maintaing a data bank to help all areas and product line to interact with the client on a profitable basis.3.)Generating feed-back and interacting with the client based on the feed-back. Junking the typical model of customer help lines that do more damage than good for a company.4.) Getting high-level management participating and to be prepared for the costs incurred when implementing the 1to1 marketing concept for the company. One of my own important experiences is that management conceives the idea without asking the advice and input from the sales force. This can be disastrous for the 1to1 Marketing concept. Everybody and I mean everybody has to informed of why they are preforming a certain task and what effect it has on the entire company. Tell your employess what you are doing from the beginning, if you wish to avoid the pitfalls of internal conflicts and bickering. At the end of each chapter there is a summary and a check list of items that should be done in order to implement the points discussed in the respective chapter. Don't forget... all companies are different and one will have to figure out which strategy to pursue for his or her industry. This excllent book will definitely help your profits SKYROCKET to the moon. Do it before your competitor does.

Practical handbook for managing customer relationships

The authors call it a "book of lists" and that is how I use it - a valuable series of checklists for managing customer relationships better. Chapter two is called "Quickstart" and it has some compelling questions, example: find the customers who have complained about your product or service, more than once in the last year and babysit their orders, call them and check up on your progress". Just imagine that you were that customer and how much you'd appreciate that approach. For another book with some good checklists try Seth Godin's "Permission marketing"Chapters 4, 5 and 6 cover differentiating customers by value, interacting with them and customising. The "Rules of Engagement with Customers" on page 98 are interesting. These chapters stongly send you in the direction of different treatment for different customers. For another book with some new examples of best practice, take a look at Cram's "Customers that Count"Finally I recommend the section in chapter 11 on targeting sales force compensation and commission to retention of valuable customers. This is good practice in putting company strategies into effect. If this is of interest, also look at Burnett's "Handbook of Key Customer Relationship managment"

An outstanding effort by the premier thinkers in CRM

If you're looking for ways to start your 1 to 1 marketing or CRM program, this is where you should begin. This book is a practical guide on how to start and implement a 1 to 1 program.Every chapter includes lists and meeting notes for what to do at every step in the process. I wish I had this book when I began developing relationship marketing programs. With this book you are not alone in developing a 1 to 1 program. In addition, the book has a very valuable accompanying web site where you can print off the check lists and other helpful interactive tools. Before you buy the book you may want to look through their web site at 1to1.com. There you'll find more information on 1 to 1 marketing and CRM than anywhere else on the web. Martha Rogers and Don Peppers have truely shown that they are the masters of CRM in this book and their other titles.

Inspiring

I read this book from cover-to-cover - a rare occurrence in itself - and found that the authors not only expressed their concepts and case studies in a compelling manner, but also created a wonderful blueprint for any company that is seriously interested in nurturing long-term customer relationships. It is a marvellous synthesis of Rogers and Peppers earlier works and deserves a place on every corporate manager's bookshelf. The only area that I would like to have seen addressed more thoroughly is that of the key (and often killer!) relationship between IT and other functions. Overall, however, this is a book that will inspire a new breed of competitive differentation. The authors not only support their information with a superb web site, but the information contained in this inexpensive book will save decision-makers tens of thousands of dollars in consulting fees.

A must read! Insightful, relevant, and easy to use

Peppers, Rogers, and Dorf arm companies with a comprehensive toolkit not only in hardcopy but in an ingenious fieldbook web site (www.1to1fieldbook.com) exclusively created for readers of their latest book. These resources combined promise to help any enterprise design, build, and manage 1to1 programs successfully.This fieldbook offers practical tips and tricks to management teams trying to make the most use of customer information in the Interactive Age. Additionally, these 1to1 thought leaders have culled a tremendous resource of recommended reads at the end of each chapter. When you visit the Web-site, these summaries also include a link to online merchants where you can purchase a copy!Be sure not to miss the section dedicated to supplemental reads at the fieldbook web site, where specific chapters from seminal books by Peppers and Rogers are available electronically. Now you can quickly access key 1to1 content areas anytime, anywhere.You'll also find all sorts of other resources - from the Gap Analysis Tool to numerous spreadsheets - that will help you create strategies to compete in the Interactive Age. Anyone who wants to know how to strengthen customer relationship programs should buy this book. Actually, buy a book for each of your managers. You'll want all of them to have access to the fieldbook web site!