Pepper And Rogers Essay

INTRODUCTION:

“Peppers & Rogers Group is a management consulting firm, recognized as the world's leading authority and acknowledged thought leader on customer-based strategies and underlying business initiatives. Founded in 1993 by Don Peppers and Martha Rogers, Ph.D., Peppers & Rogers Group invented the term 1to1® marketing to illustrate the importance of treating different customers differently, and transformed the concepts into practical methodologies driving financial results for companies” (http://www.peppersandrogersgroup.com) .

Don Peppers and Martha Rogers developed the concept of One-to-One Marketing in 1994. In this essay I will outline the steps companies need to take to engage in one-to-one marketing with their customers. This essay is based on the steps given by Tanner & Raymond (2010).

Step 1 - Establish short-term measures to evaluate your efforts.

In the process of engaging customers on one on one basis the business must first and foremost determine how it will measure its effort. For example, will you use higher customer satisfaction ratings, increased revenues earned per customer, number of products sold to customers, transaction costs, or another measure? Without this it will be very difficult to measure success.

Step 2 - Identify your customers.

It’s critical to know your customers as much as possible. The business need to recognize the customer at every contact point, no matter which product line is involved. The business may also want to apply the principles of one-to-one marketing to create better relationships with your channel members and other intermediaries in your demand chain and to always stay in contact with them. The company must be able to gather all the information they can about their current customers, including their buying patterns, likes, and