1:1 Marketing
Based on the notion that “winning a new customer costs up to five times more than retaining an existing one, so it makes good business sense to keep'em sweet” Rogers & Pepper developed the concept of 1:1 Marketing (or One-To-One Marketing). Their concept is based on two observations
- organisations have access to a lot more information about their customers than the transaction data they usually store.
- modern information and communication management technology has reached a level of commodity and ease-of-use
According to Rogers & Pepper, organisations should consider using data and technology to provide a unique customer experience making them feel being taken seriously and willing to come back for additional business.
Based on the 20/80 principle, where 20% of the customers are responsible for 80% of the business, Roger & Peppers advise to focus on the top 20% customers – an important and often overlooked detail of the 1:1 Marketing concept, because of the difficulty to provide sufficient ‘intimate’ data for all customers and the technical challenge to gather, manage and process super large volumes of data.
In the context of Customer Communication Management, Document Dialog provides consultancy, software and professional services to help you re-think the way you communicate with you customers via statements, mailings, reports, standard correspondence, invoices, policy documents – be it automatically produced computer output or individually produced office documents. (read more on document creation)
