The world of tomorrow is upon us. Don Peppers and Martha Rogers, Ph. D., authors of Enterprise One to One: Tools for Competing in the Interactive Age, advise companies to use available technology to boost sales, increase their client base and establish customer loyalty. While not a technical tome, Enterprise One to One describes how to effectively market services using three basic computer capabilities: database, which help individualize customers by analyzing spending habits; interactivity, which allows clients to talk to you directly; and mass customization technology. Rogers and Peppers say combining all three creates a “customer feedback loop.”
With persuasive examples of how other companies have used similar strategies, the text discusses how to develop “learning relationship” with customers. For example, they express their needs through purchases. By using computers to track the frequency of purchases, you can remind customers about certain items before the next buying cycle begins or even suggest better products. Bottomline: use technology to keep your customers happy and they will keep coming back.
Enterprise One to One: Tools for Competing in the Interactive Age by Don Peppers and Martha Rogers, Ph.D., Currency/Doubleday; $24.95.