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Spring
2000: Customer Relationship Management Date:
April 28, 2000
Place: Boar's Head Inn,
Charlottesville, VA
Primer on
Customer Relationship Management
AGENDA
9:30 – 10:00 a.m.
Welcoming Reception & Registration
10:00 - 12:00 p.m. Speaker: Lucia Jansen, Consultant,
Peppers and Rogers Group
Ms. Jansen will speak on the topic of "Implementing One-to-One Marketing."
12:00 - 1:00 p.m. Lunch
1:00 – 3:00 p.m.
Panel and Roundtable Discussion
3:00 - 4:00 p.m.
Closing Reception
Implementing One-to-One
Marketing
A Step-by-Step Approach
Companies are now racing to develop more loyal and profitable customer relationships,
which Information Week says is fueling "the fastest growth area in
technology." At its heart is the notion of one-to-one marketing, a strategy to
increase customer retention by making loyalty more convenient for a customer than
disloyalty. Also known as "customer intimacy," "relationship
marketing," or "customer relationship management" (CRM), this type of
business competition was pioneered by Don Peppers and Martha Rogers, in their first two
international business best-sellers, The One to One Future, and Enterprise One
to One.
In a new, highly practical book, The One to One Fieldbook: The Complete Toolkit for
Implementing a 1to1 Marketing Program (Currency/Doubleday, 1999), Peppers, Rogers and
their partner Bob Dorf have outlined a powerful, four-step implementation process for
putting 1to1 marketing to work in a variety of business situations. In order to be
competitive in the Interactive Age, a company must be able to:
- identify its customers;
- differentiate them one from another;
- interact with them cost-efficiently and effectively through a variety of media; and,
- customize its products or services based on what the firm learns about each individual
customer.
Based on the principles outlined in The One to One
Fieldbook, this presentation begins with the proposition that building stronger, more
profitable customer relationships is a desirable objective, and then takes the audience
through the implementation process, one step at a time. Drawing on a wealth of real-world
consulting experience in this discipline, the speaker will cite successes, failures, and
cautionary tales to punctuate the discussion.
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