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

Peppers, Don; Rogers, Martha

Softcover

ISBN 10: 038550229X ISBN 13: 9780385502290

Publisher: Crown Business, 2002

Synopsis

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 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 Lockie, who melds her knowledge of technology with a keen awareness of human nature to create 1 to 1 relationships with millions of 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.

About this title

Review:

In the fourth installment of their popular One to One series, Don Peppers and Martha Rogers examine a new aspect of the process they've defined and championed: the actual implementation of so-called customer-relationship management principles in pioneering organizations such as American Airlines, 1-800-FLOWERS, General Electric, and even the Carrollton, Texas, Fire Department. "This is not a fad. This is the reality of today's competitive landscape," they write in The One to One Manager. "The 'one-to-one future' is no longer the future. It's happening now." Using some two dozen examples, Peppers and Rogers show how a bank created a concierge-like program to connect with customers, how two clothing companies developed "mass customization" techniques to meet consumer demands cost-effectively, and how a software firm put on a "human face." The aggregate effectively demonstrates how some of today's more innovative enterprises are developing "individual relationships with individual customers," while offering practical advice for others who would like to do the same. --Howard Rothman

From the Back Cover:

Critical Acclaim for Don Peppers and Martha Rogers:

Enterprise One to One:

"Five stars!"
--The Wall Street Journal

"First to map the uncharted new world of interactive business. Use it to unlock the immense potential value of your customers."
--Scott Cook, Chairman of the Board, Intuit

"Exceptional. We're basing our strategic planning on these principles."
--Larry Rosenberger, President and CEO, Fair, Isaac

"Look no further...a practical business model for operating in an online interactive world."
--Martin Nisenholtz, President, New York Times Electronic Media Company

"Destined to become the business field guide for the twenty-first century."
--Jim Kouzes, Chairman and CEO, TPG (Tom Peters Group) Learning Systems, and coauthor of The Leadership Challenge

The One to One Future:

"Book of the year."
--Tom Peters

"Peters was wrong. This is not the book of the year. It's not even the book of the decade. It's one of the two or three most important business books ever written."
--George Gendron, Inc. magazine

"Unusual insight into how marketers can serve each other and every consumer."
--Regis McKenna, author, consultant, Regis McKenna, Inc.

"A unique perspective on the fundamental structural changes that technology is already bringing to the real world of business competition."
--Esther Dyson, author, President, EDventure Holdings

About this edition

• Publisher: Crown Business
• Publication date: 2002
• ISBN 10: 038550229X
• ISBN 13: 9780385502290
• Binding: Paperback
• Number of pages: 288