One-to-One Marketing

The Implications

One to One promotion needs to highlight individual possibilities and unique benefits. Timeliness of delivery is important.

Customer needs will be better met where products and services can be personalised and customised easily.
Your marketing department needs to take a component based approach and create identifiable basic building blocks.
Rules will define the possible combinations and limits. Such rules will usually be held in a rules repository, along with the other business that define policies, processes, etc..
Processes and IT systems will need to support this Lego™ like approach, not only in product development, but through marketing, sales, and servicing.

Production systems needs to assemble the basic blocks according to the rules.
This may be down by your sales staff, agents, distributors or your customers themselves (Mass Customisation).

Profiles of individual customer products as well as profiles of the individual customers, need to be available to support staff throughout the life of the customer.

Feedback during the any part of the marketing, purchase or support cycles needs to be encouraged and captured.
Such data needs to be analysed, communicated, and acted on in a timely fashion, perhaps within minutes.
Information provided by customers must be used sensitively and be kept secure.

All staff will be need to be well trained and motivated to meet individual needs. The management style and organisational culture may well need changing.
Staff need to be supported with good IT.

Now Back to the Overview
or see the other related topics below.

To Follow: Examples - see FLW slides - separate page?