One-to-One Marketing

Much more than Relationship Marketing

One to One Marketing is far more than the typical Relationship Marketing initiatives that we see today, with their loyalty cards and privilege discount. It is based on a new paradigm of collaboration. It seeks to engage your customers in dialogue, building trust so that they tell you their needs and aspirations, their problems and ideas. This is true knowledge management - customer knowledge management! Because One to One Marketing is built on trust then it requires a long term view. At each step you need to gather information about clients and then use that information to provide superior service and appropriate products that meet their personal needs and circumstances.

Over the long term your customers will become locked-in to your company. This is not in some coercive way, but because if they were to switch suppliers they would need to re-teach the new supplier all about themselves. And because of the lack of establish trust they will not wish to be immediately too open with their new supplier. But until they do, they must revert to handling their own affairs at a more detailed level. This takes time - a commodity that everyone today seems to find in very short supply.

Ideas are important. They provide the basis for your New Product Development process, but the most powerful use of ideas and dialogue is to work interactively with your individual customers to design, build and deliver unique products that precisely meet their requirements. Your customers actually become part of the NPD process thereby forging an even closer relationship with your company. Modern information technology allows your customers to interact with your design system at a time and place that suits them. For your less confident customers you can either provided simpler design systems with less options, or you can put the design system in the hands of your agents or distributors. They will relish the opportunity to meet customer needs and differentiate themselves from the mass production suppliers with their "me-to" products.

Next is Isn't this terribly expensive?

JS

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