One-To-One Marketing: Don Peppers And Martha Rogers

In 1994 the concept of one-to-one marketing was developed by Don Peppers and Martha Rogers, a customer-focused strategy that encourages the building of individual relationships with the most beneficial customers. The one-to-one strategy is based on the concept that a company’s potential revolves around understanding how customers contribute to a firm and how value is created for them in return. In order to transform into an one-to-one marketing firm, a company must first of all, identify the customers, then differentiate among them, interact with them, and then customize the product or service to fit each customer’s needs. In this paper I will look at each step and examine each in turn, offering advice on how to initiate a one-to-one marketing …show more content…
Ask the top ten customers what you can do to improve the product or the service to best suit their needs, then follow-up with the suggestions. Involve top management in the communication process with the companies most important customers as a way to show appreciation (Peppers, Rogers, & Dorf, 1999). Making the changes necessary to utilize a one-to-one marketing strategy requires some initial investment, but the process can be started and implemented in stages. The first thing to do is to assess the situation and the capabilities of the company. If the top customers account for the majority of sales, the one-to-one strategy is a cost-efficient process with many benefits, to any company willing to make the changes.
Conclusion
One-to-one marketing begins with the compiling of information about customers, then classifying them in order to recognize their value. Customers are contacted and the products and processes are customized to best suit their needs. This creates an atmosphere convenient for buyers and in turn provides customer loyalty for a company that understands them and takes the time to learn