The Industry has to follow the Peppers and Rogers group suggestions of four steps an enterprise must take to establish a powerful 1 to 1 relationship with customers.

These are:

Identify customers, as best as the Industry can, on a one to one basis. Get too know them and what they buy.
Differentiate among your customers. Learn which ones are more valuable to you than others. Figure out what percent of your customers generate what percent of sales and profits. Find out who your best customers are and how too keep them. Evaluate whether or not you might have to “fire” some of your customers. ( In other words, some customers might actually be bad for business.) Differentiate among your customers’ needs. Do they all need the same products, services or does each one need a unique version?
Interact and communicate effectively with your customers. Develop a relationship with each one. The more information you gather, the better the relationship. Don’t be afraid to test, retool and test again.
Customize your products and services to make each customer happy. This means you must evaluate how flexible your organization and production facilities are.

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Kunnskapskilden – Internet Marketing Intelligence

Kunnskapskilden – Internet Marketing Intelligence Internet Situational Analysis of 1to1 Marketing/CRM

Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia 1999/2000

Content

Chapter 11

Marketing Mix tactics and Conclusions

11.8

Conclusions

Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia 1999/2000

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Internet Situational Analysis of 1to1 Marketing/CRM