In 1993, more than a decade ago, Don Peppers and Martha Rogers penned one of the greatest marketing books ever written, The One to One Future: Building Relationships One Customer at a Time.
At the time, marketers around the world recognised the potential implications for a one-to-one marketing approach, with the first step being to implement a customer relationship management (CRM) system. There were wide ranging challenges which slowed or stopped the successful adoption of CRMs within many organisations, and, in my opinion, the full benefits of one-to-one marketing were never realised.
One-to-one marketing is not about CRM; although CRM is typically required to manage a one-to-one marketing approach. Take the start-up company, Brewtopia* as an example of one-to-one marketing.
Brewtopia (see http://www.brewtopia.com.au/) allows customers to 'brand' their own beer, wine and water. So, you could have your name on your own bottles of beer! This is one-to-one.
How do you merge the concepts of performance predictors and one-to-one marketing? The answer is tailor-making (as opposed to mass offering) your organisation's performance predictors to the requirements of the individual prospective customer.
For example, your organisation could provide a customised guarantee on the part of a product or service which is 'most feared' (i.e. carries the highest perceived risk) to the prospective customer. For one customer this may be lowest price, for another it may be after sales support. Provide a guarantee which is most relevant to the individual customer standing in front of you, rather than generalising based on the entire market.
*The author would like to disclose ownership of Brewtopia shares.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment