| Description |
xxv, 436 pages : illustrations ; 19 cm |
| Contents |
1. The Musical Condom: The Basic Rules of Competition Rewritten for the Interactive Age -- 2. Some Customers are More Equal than Others: How to Identify and Capitalize on Customer Differences -- 3. Mapping the Strategy: How to Use Your Customer Base to Map Out Your 1:1 Strategy -- 4. Infant Mortality at MCI: How to Fix the "Leaky Bucket" of Customer Attrition - and How Not To -- 5. Growing Your Customer Base: How to Increase Your Share of Customer and Improve Your Bottom Line -- 6. The Asymmetrical Brassiere: How to Profit from Mass Customization -- 7. Smart Retreads: How to Keep Your Customers Forever, and Increase Your Margins Too -- 8. Expanding the "Need Set": How to Customize, Even if You're Selling a Commodity -- 9. Community Knowledge: How to Anticipate What Your Customer Wants -- 10. Surfing the Feedback Loop: How to Get More Customer Feedback While Protecting Privacy -- 11. The Medium is the Matchmaker: How to Own the Customer in a Changing Media Landscape |
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12. The Busy Shoe Salesman: How to Remove Distribution Barriers Between You and the Customer -- 13. Making It: How to Get There from Here -- 14. An Open Letter to the CEO |
| Summary |
Don Peppers and Martha Rogers, authors of the international bestseller The One to One Future, go beyond that now classic work on how to sell more products to fewer customers. For the last several years, they have been teaching companies how to stay at the head of the pack by harnessing technology to achieve killer competitive advantages in customer loyalty and unit margin. In this brave new world where microchip technology is making it possible for houses to know their occupants better than the occupants know their own houses - know the owners' temperature preferences, water use, lights, appliances - businesses have a great advantage in building unbreakable customer relationships. Peppers and Rogers explain what kinds of strategies are applicable to what kinds of businesses, and under what circumstances - from cars to credit cards, clothing manufacturers to dry cleaners, long distance phone companies to computer resellers. Suddenly car manufacturers, supermarkets, credit card companies, and fashion houses can compete not on commodity rules and price wars, but on bold new rules |
| Bibliography |
Includes bibliographical references (pages [392]-414) and index |
| Subject |
Customer relations.
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Market segmentation.
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Relationship marketing.
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Technological innovations.
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| Author |
Rogers, Martha, 1952-
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| LC no. |
96018618 |
| ISBN |
0385482051 |
|
038548755X (paperback) |
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