The One to One Manager: Real-World Lessons in Customer Relationship Management

Don Peppers

Physical

In Circulation

Learn from the pioneers of Customer Relationship Management. In The One to One Manager, visionary authors Don Peppers and Martha Rogers, Ph.D., go behind the scenes to report on the challenges and solutions discovered by managers leading 1 to 1 efforts at organizations such as Xerox, General Electric, Oracle, First Union, Hewlett-Packard, USAA, Levi Strauss, and British Airways. Filled with in-depth interviews with executives on the front lines of the 1 to 1 revolution, and based on more than two dozen case histories from companies around the world, The One to One Manager examines the actual day-to-day issues involved in setting up and running 1 to 1 initiatives.

The One to One Manager introduces readers to the groundbreakers, the pathfinders, and the explorers of a vast and rapidly expanding new universe of customer-focused business strategies. Among the fascinating pioneers profiled in this book, you will meet: General Robert McDermott, the visionary leader who transformed USAA from an insurance firm mired in paperwork into an IT-savvy financial institution dedicated to meeting customer needs at warp speed. Richard Vague, the CEO of First USA, champion of the "trusted agent" model for building lifelong customer relationships.

Nina Smith, a Xerox marketing executive blazing a trail through a forest of competing sales and distribution channels. Royal Bank of Canada's Anne Leckie, who melds her knowledge of technology with a keen awareness of human nature to create 1 to 1 relationships with nine million customers. Bruce Varner, a Texas fire chief who trains his fire fighters to treat local citizens as valued customers. These early adopters, scouts, and risk takers offer managers and executives invaluable lessons in their efforts to map a new business universe in which organizations and enterprises organize around customer needs.

It is a universe in which companies compete at extreme velocity, racing to devise strategies that will lock in customer loyalty, raise profits, and avoid the trap of commoditization. A virtual roadmap to the business world of the future, The One to One Manager is the book executives and managers the world over have been waiting for.

What will you learn from this book

  1. Customer-Centric Approach: Emphasize putting the customer at the center of business operations. Understand their needs, preferences, and behaviors to build lasting relationships.

  2. Personalization: Tailor products, services, and interactions to individual customers. Use data and insights to offer personalized experiences and solutions.

  3. Data-Driven Decision Making: Leverage customer data and analytics to understand behavior patterns, anticipate needs, and make informed business decisions.

  4. Building Trust and Loyalty: Focus on building trust with customers by delivering consistent value and exceptional service. Loyal customers are more likely to stay and advocate for your brand.

  5. Effective Communication Channels: Utilize various communication channels such as email, social media, and phone to interact with customers based on their preferences.

  6. Customer Feedback and Listening: Actively seek feedback from customers and incorporate their suggestions to improve products or services.

  7. Cross-Functional Collaboration: Encourage collaboration among different departments to ensure a unified approach in managing customer relationships and delivering a seamless experience.

  8. Lifetime Value of Customers: Recognize the lifetime value of customers. Building long-term relationships is often more beneficial than focusing solely on immediate sales.

  9. Continuous Improvement: Continuously evolve and adapt CRM strategies based on changing customer needs, market trends, and technological advancements.

  10. Employee Involvement and Training: Involve employees in CRM initiatives and provide necessary training. Employees play a crucial role in delivering exceptional customer experiences.

Language English
ISBN-10 038550229X
ISBN-13 9780385502290
No of pages 288
Font Size Medium
Book Publisher Crown Business
Published Date 15 Jan 2002

About Author

Author : Don Peppers

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