ONE to ONEマーケティング―顧客リレーションシップ戦略 単行本 – 1995/3
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Move beyond expensive, inefficient mass-marketing and learn to target the 20 percent of your customers who account for 80 percent of your sales. A top marketer shows how to turn customers into partners and build profits one person at a time.
Using technology to make a transaction more efficient can be a service to customers. People do not always seek a relationship with their provider; sometimes they want anonymity, and the idea that the provider organization "knows" all about them can be scary. Only by distinguishing between real relationships and the kind of "pseudo-relationship" that Peppers and Rogers advocate can you sort out these issues.
To learn more about the concept of "relationship" versus the more common service encounter (between customer and provider who do not know each other and do not expect to interact again), read The Brave New Service Strategy by Dr. Barbara A. Gutek and Theresa Welsh. They postulate a service model that consists of a triangle of Customer, Organization and Provider (COP).
It talked about market disruption and discontinuous change, which when properly handled, is the way we grow up. But too many business are terrified of any change (which to them means an uncertain future) and want to remain the same, well, forever. And we know this does not work.
The book says it's better to take products to customers, not customers to products (selling model for physical bookstores). If this sounds familiar, it's because it is the Amazon method, which caused enormous market disruption. Jeff Bezos must had read this and used it as a strategy planning guide. It's talking about putting the "store" on the home computer- years before this was a comfortable reality.
So cool to see someone write with accuracy on how the world is changing and to see it has come true. Read this book- it will help you understand how the world has changed.
When Don Peppers and Martha Rogers wrote The One to One Future in 1993, their message was very prophetic. The Internet and individual customization were not yet popular, yet the authors foresaw the effects technology would have on marketing.
The book focuses on three foundational ideas.
1. Aim for share of customer, not share of market
Instead of selling to as many customers as possible, ensure each person that buys your product buys only your product, and is completely happy with it. This way, you don't sell to people that will buy the competition's product half of the time.
2. Focus on your best customers
It's the classic Pareto Principle at work here. A small portion of your customers provide the majority of your profits. If you don't focus on these customers and "fire" the rest, the majority of your time and resources will be spent on an unprofitable minority.
3. Encourage customer dialog
To develop customized products and services, it is essential that you maintain communication with your prospects. While some of the techniques the authors suggest are dated, the principles remain true. Technology is the enabler of one to one marketing.
Over the past decade, the concept of customized marketing has become more and more popular. Companies such as Amazon and Dell have become extremely successful using this model, and Peppers and Rogers may well deserve the credit. Reading this book is an excellent way to understand how this movement started, and how your business can profit from it.