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The One to One Manager

Real-World Lessons in Customer Relationship Management

Don Peppers, Martha Rogers

Publisher: Currency, 1999 , 268 pages

ISBN: 0-385-50229-X

Keywords: Marketing, CRM

Synopsis:

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The One to One Manager reveals the hands-on experience of managers, executives, and leaders who are currently adopting one-to-one strategies, enabling them to buold long-term relationships with their customers based on the customers' needs and values.

Visionary authors Don Peppers and Martha Rogers, Ph.D., go behind the scenes to report on the challenges and solutions discovered by managers leading one-to-one efforts at organizations such as American Airlines, British Airways, General Electric, Oracle, First Union, Hewlett-Packard, Royal Bank of Canada, and USAA. Featuring in-depth interviews with executives on the front lines of the one-to-one revolution and 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 customer-focused initiatives.

Readers will be introduced to the groundbreakers, the pathfinders, and the explorers of a vast and rapidly expanding new universe of customer-based business strategies. These early adopters, scouts, and risk takers offer managers and executives invaluable lessons in their efforts to map a new business universe in which an enterprise organizes 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 road map to the business world of the future, The One to One Manager is the book that should be on the desk of every executive and manager worldwide.

Table of Contents:

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  • Introduction
    • Hungry Dragons
    • Scouts, Pathfinders and Navigators
    • What Is "One-to-One Marketing"?
    • So Old It Seems New
    • Pre-Existing Circumstances
  1. Trusted Agents
    • First USA
    • Franklin University
    • Thought Generator
  2. Using Technology
    • American Airlines
    • Previnter
    • Levi Strauss
    • 1-800-FLOWERS
    • First Union
    • Thought Generator
  3. Organization, Culture and Change
    • USAA
    • Southern New England Telephone
    • Thought Generator
  4. Customer Focus
    • La Mansión del Rio Hotel
    • Royal Bank of Canada
    • Oxford Health Plans
    • French Rags
    • Carrollton Fire Department
    • Thought Generator
  5. Culture of Service
    • Pitney Bowes
    • General Electric
    • SAS Institute
    • Bell Atlantic
    • Thought Generator
  6. Knowing the Customer
    • Dick's Supermarkets
    • DaimlerChrysler/debis Financial Services
    • British Airways
    • Nabisco
    • CrossWorlds Software
    • Thought Generator
  7. Respecting the Channel
    • Xerox
    • Hewlett-Packard
    • Great Plains
    • Thought Generator
  8. Tool Makers
    • DoubleClick
    • Oracle
    • Sabre Travel Information Network
    • Thought Generator
  • Parting Advice
    • A Letter to Our Readers
    • Getting Started
    • End Notes

Reviews:

One to One Manager

by Roland Buresund last modified 2010-02-01 02:03

Rating: ****** (Decent)

Is in reality just a bunch of case studies. I had expected more, but it is at least enjoyable.


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