Managing Customer Experience and Relationships. Don Peppers
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College Carroll School of Management.
Don's class of “Markets of One” at Menlo College in Spring 2021 contributed to our insights on Facebook and trust. Thanks to Dr. Julie Edell Britton, who team-taught the “Managing Customer Value” course at Duke with Martha for many years, and the smart students there, and to Rick Staelin, who has always supported the work toward this textbook and the development of this field. Additional thanks to all of the marketing faculty members at Duke, especially Christine Moorman, Wagner Kamakura, Carl Mela, and Dan Ariely, and all those who have used and promoted the book and its topics.
Many thanks to David Allison, CEO of Valuegraphics; to Mike Betzer, CEO of Hypergiant and formerly an executive at Khoros and Lithium; to Guy Nirpaz, founder and CEO of Totango; to Zeynep Manco, formerly a consultant in the Istanbul office of Peppers & Rogers Group; to Roger McNamee, venture fund executive, early investor in Peppers & Rogers Group, and author of the book Zucked, for his insightful comments on the threat that Facebook poses both to individual privacy and to the future of business competition itself; to Karl Wirth, founder of Evergage (now a part of Salesforce) and author of One-to-One Personalization in the Age of Machine Learning; to Steve White, president and special counsel to CEO at Comcast; to Brooks Bell, founder of Brooks Bell, a digital marketing agency; and to Karen Ganschow, head of data sciences at Aware Super in Australia and formerly General Manager Consumer Marketing and Customer Strategy at National Australia Bank.
Much of this work has been based on the experiences and learning we have gleaned from our clients and the audiences we have been privileged to encounter in our work with Peppers & Rogers Group. Dozens and dozens of the talented folks who have been PRGers over the past years have contributed to our thinking—many more than the ones whose citations appear within this book, and more than we are able to list here. Our clients, our consulting partners and consultants, and our analysts are the ones who demonstrate every day that building a customer-centric company is difficult but achievable and very worthwhile financially. Special thanks go to Hamit Hamutcu, Orkun Oguz, Caglar Gogus, Mounir Ariss, Ozan Bayulgen, Amine Jabali, and Onder Oguzhan for their thinking and support. We also thank Tulay Idil, Bengu Gun, and Aysegul Kuyumcu for research. And to Thomas Schmalzl, Annette Webb, Mila D'Antonio, Elizabeth Glagowski, and Mike Dandrea of the 1to1 Media team, and especially Marji Chimes, our gratitude for a million things and for putting up with us generally. We also appreciate the work Tom Lacki has done for this book and our thinking, as well as the work of Valerie Peck, Alan Pennington, and Deanna Lawrence. Special additional thanks for ideas in the original edition that have survived to this version to Elizabeth Stewart, Tom Shimko, Tom Niehaus, Abby Wheeler, Lisa Hayford-Goodmaster, Lisa Regelman, and many other Peppers & Rogers Group alumni as well as professionals who are the winners of the 1to1 Impact Awards and PRG/1to1 Customer Champions, who are best in class at customer value building.
Our executive editor at John Wiley & Sons, Sheck Cho, has been an enthusiastic supporter of and guide for the project since day one. As always, thanks to our literary agent, Rafe Sagalyn, for his insight and patience.
We thank the many professors and instructors who are teaching the first customer strategy or CRM course at their schools and who have shared their course syllabi and suggestions. By so doing, they have helped us shape what we hope will be a useful book for them, their students, and all our readers who need a ready reference as we all continue the journey toward building stronger, more profitable, and more successful organizations by focusing on growing the value of every customer.
The real secret sauce to finishing the many details has been Amanda Rooker—a truly resourceful researcher and relentlessly encouraging and gifted content editor, who has patiently and capably assisted in winding us through the morass of secondary research and minutiae generated by a project of this scope. Cheerfully and brilliantly finding, handling, resolving, and tracking inconsistencies, errata, and potential pratfalls is just part of her genius. If there are any errors left, they are our fault, not hers.
As ever, we remain grateful to our patient and supportive spouses, Pamela Devenney and Dick Cavett.
About the Authors
Don Peppers and Martha Rogers, Ph.D., are often credited with having created, or at least kickstarted, the whole customer-centric approach to business which became known as customer relationship management (CRM). In their first book together, The One to One Future: Building Relationships One Customer at a Time, they called the concept “one-to-one marketing.” Since then, they have written 10 more books further exploring, elucidating, and expanding the subject (see list at the end of this section).
Over time, the discipline has evolved, new terminologies have been created, and many of the practices Peppers and Rogers included as elements of one-to-one marketing would today be considered to be part of the customer-experience-management discipline. In the B2B space they would be considered part of the account-based marketing (ABM) or customer success management disciplines.
In 1993 they founded the Peppers & Rogers Group, which became a leading customer-centric management consulting firm with offices and clients on six continents. In 2013 they were inducted into the Direct Marketing Association Hall of Fame, and in 2016 they were jointly ranked by Satmetrix (now a unit of NICE) as the world's number-one most influential authorities on customer experience management.
Much sought after as public speakers, Peppers and Rogers have delivered talks or workshops in about 60 countries around the world. Whenever they speak, they make it a point to tailor and adapt their messaging for companies in virtually every business category imaginable. Today, they have once again joined forces to form CX Speakers, a business exclusively designed to deliver keynote presentations, instruction, workshops, and thought-leadership consulting focused exclusively on the customer experience and all its related topics, which range from digital technologies, disruption, and innovation to customer metrics, social selling, customer success, customer advocacy, trust, and corporate culture.
Prior to his career as an authority on customer-centric competition, Don Peppers served as the CEO of a top-20 direct marketing agency, and his book Life's a Pitch: Then You Buy (1995) chronicles his exploits as a celebrated new-business rainmaker in the advertising industry. He holds a B.S. in astronautical engineering from the US Air Force Academy and a master's in public affairs from Princeton University's School of Public and International Affairs. He also has a popular voice in business media and is LinkedIn's most widely followed authority on customer experience, with more than 300,000 followers.
Martha Rogers is the founder of Trustability Metrix, a firm designed to help companies understand how to measure and improve their levels of trust by customers, employees, and business partners. After a career in advertising copywriting and management, Rogers has taught at several universities, most recently as an adjunct professor at the Fuqua School of Business at Duke University, where she codirected the Teradata Center for Customer Strategy. Rogers has been widely published in academic and trade journals, including Harvard Business Review, Journal of Advertising Research, Journal of Public Policy and Marketing, and Journal of Applied Psychology. She has been named International Sales and Marketing Executives' Educator of the Year. Rogers earned her Ph.D. at the University of Tennessee as a Bickel Fellow.
Books by Don Peppers and Martha Rogers, Ph.D:
The One to One Future: Building Relationships One Customer at a Time (Doubleday, 1993).Tom Peters: “Book of the Year” (1993)BusinessWeek: “Bible of the new marketing” (1994)Inc. Magazine: “One of the two or three most important business books ever written” (1995)
Enterprise One to One: Tools for Competing in the Interactive Age (Doubleday, 1997).Wall Street Journal 5-Star Rating
The One to One Fieldbook: The Complete Toolkit for Implementing a 1 to 1 Marketing Program (Doubleday, 1999), coauthored with Bob Dorf.
The One to One Manager: Real-World Lessons in Customer Relationship Management (Doubleday, 1999).
One to One B2B: Customer Development Strategies for the Business-to-Business World (Doubleday, 2001).New York Times Business Best Seller