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Sales rank 558,673
Customers rating (based on 12 reviews)
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The One to One Future revolutionized marketing when it was first published. Then considered a radical rethinking of marketing basics, this bestselling book has become today's bible for marketers. Now finally available in paperback, this completely revised and updated edition--with an all-new User's Guide--takes readers step-by-step through the latest strategies needed for any business to compete, and succeed, in the Interactive Age. Most businesses follow time-honored mass-marketing rules of pitching their products to the greatest number of people. However, selling more goods to fewer people is not only more efficient but far more profitable. The One to One Future is a radically innovative business paradigm focusing on the share of customer--one customer at a time--rather than just the share of market. Authors Don Peppers and Martha Rogers reveal one to one strategies to: * Find the 20 percent--or 2 percent--of your own customers and prospects who are the most loyal and who offer the biggest opportunities for future profit; * Collaborate with each customer, one at a time, just as you now work with individual suppliers or marketing partners; * Nurture your relationships with each customer by relying on new one to one media vehicles--not just the mail, but the fax machine, the touch-tone phone, voice mail, cell phones, and interactive television. Leading-edge companies such as MCI, Lexus, Levi Strauss, and Nissan Canada, and thousands of smaller enterprises, have already adopted the one-to-one perspective. The strategies outlined in this book work just as well--often even better--for small companies, from two-person accounting firms to flower shops to furniture stores.
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| Publisher | Currency | | Release date | /1993 | | Availability | | | Edition | Paperback |
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A prophetic message at the time, still right on today
Mass marketing believes in making one product for everyone, then shouting it's features over the thousands of competing products. An alternative to this approach is customizing your product for individuals, based on their needs and preferences.
When Don Peppers and Martha Rogers wrote The One to One Future in 1993, their message was very prophetic. The Internet and individual customization were not yet popular, yet the authors foresaw the effects technology would have on marketing.
The book focuses on three foundational ideas.
1. Aim for share of customer, not share of market
Instead of selling to as many customers as possible, ensure each person that buys your product buys only your product, and is completely happy with it. This way, you don't sell to people that will buy the competition's product half of the time.
2. Focus on your best customers
It's the classic Pareto Principle at work here. A small portion of your customers provide the majority of your profits. If you don't focus on these customers and "fire" the rest, the majority of your time and resources will be spent on an unprofitable minority.
3. Encourage customer dialog
To develop customized products and services, it is essential that you maintain communication with your prospects. While some of the techniques the authors suggest are dated, the principles remain true. Technology is the enabler of one to one marketing.
Over the past decade, the concept of customized marketing has become more and more popular. Companies such as Amazon and Dell have become extremely successful using this model, and Peppers and Rogers may well deserve the credit. Reading this book is an excellent way to understand how this movement started, and how your business can profit from it.
 The Philosophy and Profitable Practice of Interactivity
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
 What is a "Relationship?"
Peppers and Rogers wrote a pioneering work on reaching customers, that taught marketers to look beyond "segments" to the individual people who actually bought their products or services. But they make an essential mistake in confusing the customer's familiarity with a particular business with having a relationship. Relationships exist between people who know one another, and a business relationship is one in which the customer deals with the same provider for each transaction. An example is a personal trainer you go to each time you work out, or a using the same accountant (not just the same accounting firm) for many years at tax time, or going to the same hairstylist, even following her when she moves to a new salon. These are real relationships, but phoning a catalog company and talking to a different person each time, even if that person can check your past orders and already has the billing information, is NOT a relationship. Using technology to make a transaction more efficient can be a service to customers. People do not always seek a relationship with their provider; sometimes they want anonymity, and the idea that the provider organization "knows" all about them can be scary. Only by distinguishing between real relationships and the kind of "pseudo-relationship" that Peppers and Rogers advocate can you sort out these issues. To learn more about the concept of "relationship" versus the more common service encounter (between customer and provider who do not know each other and do not expect to interact again), read The Brave New Service Strategy by Dr. Barbara A. Gutek and Theresa Welsh. They postulate a service model that consists of a triangle of Customer, Organization and Provider (COP).
Marketing Strategies for the Future
Clear and well-written exploration of market share approach to marketing versus the one-to-one approach to marketing. Explained well, and backed up with solid and very applicable examples. It's important to remember that this book prepared the way for current Internet-based/personalized approaches to marketing. To a current marketeer, it may feel a bit dated (many of the examples are dependent on using snail mail and fax machines) but it given how many large IT projects are centered around database marketing, it's worthwhile reading for a lot of professionals and technical workers who may be missing part of the point of the systems they're developing.
In Search of Excellence for the Information Age
This is revolutionary stuff. Neither you or your business customers have the luxury of sticking your head in the sand on this. When you pull it out, you'll be all alone...and out of business.
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