The One to One Fieldbook
| Author | : | |
| Rating | : | 4.50 (850 Votes) |
| Asin | : | 038549369X |
| Format Type | : | paperback |
| Number of Pages | : | 432 Pages |
| Publish Date | : | 2013-07-16 |
| Language | : | English |
DESCRIPTION:
--Harry C. Edwards. In The One to One Fieldbook, authors Don Peppers, Martha Rogers, and Bob Dorf show how to implement a customer-relationship program based on one-to-one marketing, a notion they championed in their previous books, Enterprise One to One and One to One Future. One-to-one marketing, write the authors, is "based on the simple idea of treating different customers differently." The book begins by outlining four steps for implementing a one-to-one marketing program, then delves into a variety of subj
Each chapter features checklists of things to do, activities to enhance one-to-one skills, and questionnaires to evaluate your progress.A complete toolkit for companies implementing customer relationship programs, The One to One Fieldbook will help you identify your best customers, keep them longer, and grow them bigger--so that you can compete more successfully in the Interactive Age.. Customers are being wooed ever more feverishly by competitors offering better prices, better deals--a process that has dramatically accelerated with the growth of the Internet. As information about customers becomes more plentiful and detailed, and as customers themselves become more interactive with the companies they buy from, business success hinges increasingly on creating long-term, profitable, "one-to-one" customer relationships.One-to-one marketing is nothing short of a revolution. It includes chapters on gathering customer information, on how to measure results, on how to use the power of the World Wide Web--and much more. Dell, Cisco, FedEx, Owens Corning, American Express, , Hewlett-Packard, and BellSouth, among others, have built their success on enhancing customer knowledge and interaction.Yet managers and executives today find themselves wrestling with the issue of how to become a part of this revolution.That's why one-to-one marketing pioneers Don Peppers, Martha Rogers, and Bob Dorf wrote this book.The One to O
M. Bennett said 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 thr. richbohn@sellmorenow.com said Should you buy this book? Most definitely, yes.. Whenever I sit through a lecture with a marketing guru like Don Peppers, I leave fired up and ready to tackle the world. However, the feeling doesn't last. There are seldom specific examples of steps you can actually take to put these ideas to work. As much as I warmed to the ideas discussed in his first two books (with collaborator Martha Rodgers), The One to One Future and Enterprise One to One, I was left with much the same feeling. So, when a copy of The One to One Fieldbook hit my desk, I was eager to see if we would finally get some specific tactical advice.Like many business principles, one to one marketi. A Customer said 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 Practical handbook for managing customer relationships A Customer 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 val. , 5 and 6 cover differentiating customers by val