ONE TO ONE MARKETING

The one to one marketing personalization is based on the product or service, as well as all marketing activities. The mission is show the customer knowledge and recognition.

Mass marketing is to differentiate products, generate a steady stream of new clients, short-term view and concentrate efforts on the economies of scale.

On the other hand, one to one marketing is to differentiate customers, retain current customers get, long-term vision and focus efforts on the economies of scope.

The approach involves one to one customer present as a business person. Customize the product, price and communication as far as possible. The objective is to be as close as possible to the customer to suit the needs of it at all times. Try to find different elements on each client and give him what he needed him more satisfaction and greater profitability for the company.

The steps in one to one marketing are: building a database with all relevant information from customers, segment the customer base, calculate the average lifetime value of each segment (the current amount of money that the customer can get to spend consuming our products or services over the years lasting business relationship), set up structures to segment, identify each customer segment to which it belongs, interact with customers according to the strategy set for the segment and personalize relationships with best customers (better service for the best customers, those with higher profitability and potential for the company).

The customer allocation is a tool for managing relations with the customer base by grouping customers according to variables and attributes for different portfolios.

The one to one marketing needs all the business is customer oriented: everyone has to feed the database with customer information, you must know the level of customer satisfaction, customer communication, autonomy for managers portfolios and involvement of the sales force in the company's strategy.

Communication with clients should be informal and frequent. The level of frequency and intensity of contact with customers should determine what the customers.

In conclusion, a key one to one marketing is the anticipation of customer behavior. By customer allocation anticipate the behavior of these. Moreover, consumers seek large customers with similar characteristics to the characteristics of large consumers. We also anticipate the customer life cycle with

SOURCES:

Peppers, Don, & Rogers, Martha, The One to One Future, Piakus, London (Pbk), 1994.

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