One to One B2B
IN THIS SUMMARY
With the ability of any enterprise to collect and deploy customer data faster than ever before, the only way for a business-to-business (B2B) company to protect its margins is to grow customer share by giving individual consumers precisely what they need and want. Thus, every company must identify, differentiate, interact, and customize. This is the mantra of One to One, B2B, a handbook for building effective customer relationship management strategies in what the authors call The Real Economy-a mix of the Old and the New. With its five detailed case studies of successful ongoing one-to-one initiatives, implemented by large companies, the work is a primer for how to implement one-to-one initiatives that work.