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Title: The One to One Fieldbook: The Compete Toolkit for Implementing a 1 to 1 Marketing Program by Don Peppers, Martha Rogers PhD, Bob Dorf ISBN: 1-900961-87-3 Publisher: John Wiley and Sons Ltd Pub. Date: 01 February, 1999 Format: Paperback

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Average Customer Rating: 4.46 (13 reviews)

Rating: 5
Summary: An outstanding effort by the premier thinkers in CRM
Comment: If you're looking for ways to start your 1 to 1 marketing or CRM program, this is where you should begin. This book is a practical guide on how to start and implement a 1 to 1 program.

Every chapter includes lists and meeting notes for what to do at every step in the process. I wish I had this book when I began developing relationship marketing programs. With this book you are not alone in developing a 1 to 1 program. In addition, the book has a very valuable accompanying web site where you can print off the check lists and other helpful interactive tools. Before you buy the book you may want to look through their web site at 1to1.com. There you'll find more information on 1 to 1 marketing and CRM than anywhere else on the web. Martha Rogers and Don Peppers have truely shown that they are the masters of CRM in this book and their other titles.

Rating: 5
Summary: Highly Recommended!
Comment: All too often, the customer gets lost within the intricacies of customer relationship management. Don Peppers and Martha Rogers bring the customer back into the equation in this fieldbook designed to help companies implement their one-to-one marketing strategies. The book addresses the very questions that bring companies to CRM in the first place: How do I know who my best customers are? How can I customize my service for my best customers? How do I get my customers to stay loyal? For its clearheaded answers to these difficult questions, we from getAbstract recommend this book to all readers

Rating: 5
Summary: How to Treat Different Customers Differently
Comment: What a fantastic book for every marketing professional to read. The authors have invested a lot of time and effort to make this book very informative and practical. It deals with the real business world and not some theoritical formula that works only in closed conditions. There are many examples of successes as well as failures of companies that have switched over to the 1 to 1 Marketing concept.
The book consists of 15 chapters to help one build the system of 1to1 marketing. The main highlights for me in this book were the following:
1.) Learning to treat different customers differently, separating them into three catagories
Most valuable Customer (MVC)
Most Growth Customer (MGC)
Below Zero (BZ)
and concentrating most of your companies effort and budget on the MVC and MGC clients.
2.)Gathering detailed information about the most profitable clients and maintaing a data bank to help all areas and product line to interact with the client on a profitable basis.
3.)Generating feed-back and interacting with the client based on the feed-back. Junking the typical model of customer help lines that do more damage than good for a company.
4.) Getting high-level management participating and to be prepared for the costs incurred when implementing the 1to1 marketing concept for the company.
One of my own important experiences is that management conceives the idea without asking the advice and input from the sales force. This can be disastrous for the 1to1 Marketing concept. Everybody and I mean everybody has to informed of why they are preforming a certain task and what effect it has on the entire company. Tell your employess what you are doing from the beginning, if you wish to avoid the pitfalls of internal conflicts and bickering.
At the end of each chapter there is a summary and a check list of items that should be done in order to implement the points discussed in the respective chapter. Don't forget... all companies are different and one will have to figure out which strategy to pursue for his or her industry.
This excllent book will definitely help your profits SKYROCKET to the moon. Do it before your competitor does.