Papers: Build a one-to-one learning relationship with your customers

Abstract

As companies around the globe race to develop more loyal and profitable customer relationships, the competition is fuelling a spectacular burst of technological growth. At the heart of this rapid expansion is one-to-one marketing, a four-step, customer-focused strategy that builds long-term relationships with customers that will generate higher margins, increased customer loyalty and greater customer satisfaction. One-to-one marketing was pioneered in 1993 by Don Peppers and Martha Rogers