“All organizations today are faced with rising customer disloyalty and shrinking margins. Yet some are enjoying surprising successes by focusing on individual customers, using technology to create long-term, individualized, one-to-one relationships. In as few words a possible, this strategy is based on the idea of treating different customers differently. Companies initiate 1 to 1 marketing programs in order to create more loyal, profitable customers, and to protect their unit margins from erosion. There are four key steps to implementing this kind of marketing program:
1) Identify customers
2) Differentiate them from one another
3) Interact with them
4) Customize some aspect of a product or service to meet their individual needs. "
From "The One to One Fieldbook: The Complete Toolkit for Implementing a 1 to1 Marketing Program" by Don Peppers and Marthat Rodgers, Ph.D
For your library this approach will allow you to:
- Gain more supporters for your library.
- Create a sense of loyalty toward your library.
- Work smarter, rather than harder in your library’s marketing efforts.
No comments:
Post a Comment