Business Case Studies, Executive Interviews, Don Peppers and Martha Rogers on CRM

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Interview with Don Peppers and Martha Rogers on CRM

January 2008 - By Dr. Nagendra V Chowdary

To be successful at CRM you must know how your customers are different. And customers are different in two fundamental ways—they have different values to the firm, and they need different things from the firm. At most companies, a great deal of effort and analysis goes into understanding who the most valuable customers are, while considerably less attention is given to understanding how different customers are in their needs.
–Don Peppers and Martha Rogers
Effective executive interview with Don Peppers and Martha Rogers on CRM (Customer relationship management).

Don Peppers and Martha Rogers, Ph.D. Founding Partners, Peppers & Rogers Group, recognized for more than a decade as world renowned experts, entrepreneurs and thought leaders, and individually named to Accenture's global list of "Top 100 business intellectuals," continue to set the worldwide standard in business strategy and consumer relationships.

The UK's premier marketing organization, the Chartered Institute for Marketing, recently cited Peppers and Rogers among their listing of the "50 most influential thinkers in

marketing and business today." Business 2.0 named them as two of the 19 most important business gurus of all-time. And theDMA jointly recognized themas "Direct Marketer of the Year" by DM Days New York.

In addition to being acclaimed authors and influential speakers, the two thought leaders are also the founding partners of Peppers & Rogers Group and 1to1® Media the world's premier customerfocused consultancy and award-winning publishing dynasty. Founded in 1993, the firm has now a network of offices on six continents, serving Fortune 500 clients across all vertical segments. In 2003, Peppers & Rogers Group joined Carlson Marketing to

He can also be reached at martha@1to1.com

provide clients with worldclass customer strategy in an enterprise consumed by their commitment to relationships and results. The goal of the In 2004, the authors published the firstever CRM textbook for use in graduatelevel academics, Managing Customer Relationships. This publication hit the "top ten" business book list on amazon.com the first day it was announced, a first for such academic Ph.D. Founding Partners, Peppers & combined companies is to offer "one toone, end to end."

Peppers & Rogers Group and 1to1® Media the world's premier customerfocused consultancy and award winning publishing dynasty. Founded in 1993, the Peppers and Rogers have co authored eight books to date, which focus on customer strategy, building the value of the customer, and related subjects. Seven of these best selling books have included such groundbreaking and memorable titles as The One to One Future, which Inc.magazine called "one of the two or three most important business books ever written," and EnterpriseOne toOne which received a five-star rating from the Wall Street Journal.

In 2004, the authors published the firstever CRM textbook for use in graduatelevel academics, Managing Customer Relationships. This publication hit the "top ten" business book list on amazon.com the first day it was announced, a first for such academic texts.

And in 2005, their publication of Return On Customersm (or ROC) advanced the concepts and tenets of business valuation to the next evolutionary stage, documenting the customer base as a revenue-producing asset for businesses, capable of driving a company's long-term economic worth. This title climbed to the top 20 business books on Amazon, and was a top ten business best seller for 2005 with 800 CEO Read. Fast Company named the book one of the 15 "most important with customers reads" of the year, and Return On Customers was also a finalist in the American Marketing Association Foundation's Berry-AMA Book Prize for 2006, for innovation and worldwide contribution to the professional field.

The global demand for Peppers and Rogers' books and presentations has resulted in their translation to 17 languages—including Arabic, Chinese, Japanese, Portuguese, Turkish and Russian—withoveramillioncopiesinprint. their customer relationships Don Peppers and Martha Rogers are poised to publish their 8th book in 2007, revealing their most innovative and strategic thinking to date. Rules to Break & Laws to Follow will focus on what empowered customers, networked employees, innovation and trust mean for the competitive differentiation and long-term viability of your business.

Useful for Understanding of:

  • Pepper & Rogers Group
  • CRM Best Practices
  • How to avoid over choice to customers?
  • Business Models for Bottom of the Pyramid
  • Customer Life Time Value (CLTV)
Originally Published in Effective Executive, IUP
Effective Executive Reference No. 03M-2008-01-09-06
IBSCDC Reference No. INT0018
Year and Month of Publication January 2008
Keywords Don Peppers and Martha Rogers, Pepper & Rogers Group, CRM Best Practices, How to avoid over choice to customers?, Business Models for Bottom of the Pyramid, Customer Life Time Value (CLTV)

1. CRM Strategy Case Study
2. ICMR Case Collection
3. Case Study Volumes

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