Is Your Company Ready For One-to-One Marketing?

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SKIP TO CONTENTHarvard Business Review LogoCustomer experienceIs Your Company Ready for One-to-One Marketing?

by Don Peppers, Martha Rogers and Bob Dorf

From the Magazine (January–February 1999)
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Practiced correctly, one-to-one marketing can increase the value of your customer base. The idea is simple: one-to-one marketing (also called relationship marketing or customer-relationship management) means being willing and able to change your behavior toward an individual customer based on what the customer tells you and what else you know about that customer. Unfortunately, too many companies have jumped on the one-to-one bandwagon without proper preparation. The mechanics of implementation are complex. It’s one thing to train a sales staff to be warm and attentive; it’s quite another to identify, track, and interact with an individual customer and then reconfigure your product or service to meet that customer’s needs.

A version of this article appeared in the January–February 1999 issue of Harvard Business Review.Don Peppers is a partner at Peppers and Rogers Group, the one-to-one strategy consulting firm in Stamford, Connecticut; see http://www.1to1.com. This article is adapted from The One to One Fieldbook: The Complete Toolkit for Implementing a 1 to 1 Marketing Program (Currency/Doubleday, 1999), which he cowrote.Martha Rogers is a partner at Peppers and Rogers Group, the one-to-one strategy consulting firm in Stamford, Connecticut; see http://www.1to1.com. This article is adapted from The One to One Fieldbook: The Complete Toolkit for Implementing a 1 to 1 Marketing Program (Currency/Doubleday, 1999), which she cowrote.Bob Dorf is president of Peppers and Rogers Group, the one-to-one strategy consulting firm in Stamford, Connecticut; see http://www.1to1.com. This article is adapted from The One to One Fieldbook: The Complete Toolkit for Implementing a 1 to 1 Marketing Program (Currency/Doubleday, 1999), which he cowrote.
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