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The One to
One Manager
An Executive's
Guide to Customer Relationship Management
by Don Peppers, Martha Rogers
Book Description
Learn from the pioneers of Customer Relationship
Management.
In The One to One Manager, visionary authors Don
Peppers and Martha Rogers, Ph.D., go behind the scenes to
report on the challenges and solutions discovered by managers
leading 1 to 1 efforts at organizations such as Xerox,
General Electric, Oracle, First Union, Hewlett-Packard, USAA,
Levi Strauss, and British Airways. Filled with in-depth
interviews with executives on the front lines of the 1 to 1
revolution, and based on more than two dozen case histories
from companies around the world, The One to One Manager
examines the actual day-to-day issues involved in setting up
and running 1 to 1 initiatives.
The One to One Manager introduces readers to the
groundbreakers, the pathfinders, and the explorers of a vast
and rapidly expanding new universe of customer-focused
business strategies. Among the fascinating pioneers profiled
in this book, you will meet:
 | General Robert McDermott, the visionary leader who
transformed USAA from an insurance firm mired in
paperwork into an IT-savvy financial institution
dedicated to meeting customer needs at warp speed.
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| Richard Vague, the CEO of First USA, champion of the
"trusted agent" model for building lifelong
customer relationships.
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| Nina Smith, a Xerox marketing executive blazing a
trail through a forest of competing sales and
distribution channels.
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| Royal Bank of Canada's Anne Lockie, who melds her
knowledge of technology with a keen awareness of
human nature to create 1 to 1 relationships with nine
million customers.
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| Bruce Varner, a Texas fire chief who trains his fire
fighters to treat local citizens as valued customers.
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These early adopters, scouts, and risk takers offer managers
and executives invaluable lessons in their efforts to map a
new business universe in which organizations and enterprises
organize around customer needs. It is a universe in which
companies compete at extreme velocity, racing to devise
strategies that will lock in customer loyalty, raise profits,
and avoid the trap of commoditization. A virtual roadmap to
the business world of the future, The One to One Manager
is the book executives and managers the world over have been
waiting for.
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