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    Do You Want to Keep Your Customers Forever?
    Do You Want to Keep Your Customers Forever?
    Do You Want to Keep Your Customers Forever?
    Ebook45 pages29 minutes

    Do You Want to Keep Your Customers Forever?

    By Joseph B. Pine, Don Peppers and Martha Rogers

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    About this ebook

    This classic article shows how to make mass customization and efficient and personal marketing work by putting the producer and consumer in a "learning relationship." Over time, this ongoing relationship allows your company to meet a customer's changing needs over time. Furthermore, as your company develops learning relationships with its customers, it should be able to retain their business virtually forever.

    LanguageEnglish
    PublisherHarvard Business Review Press
    Release dateMar 1, 2010
    ISBN9781633691421
    Do You Want to Keep Your Customers Forever?

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      Book preview

      Do You Want to Keep Your Customers Forever? - Joseph B. Pine

      FOREVER?

      Customers, whether consumers or businesses, do not want more choices. They want exactly what they want—when, where, and how they want it—and technology now makes it possible for companies to give it to them. Interactive and database technology permits companies to amass huge amounts of data on individual customers’ needs and preferences. And information technology and flexible manufacturing systems enable companies to customize large volumes of goods or services for individual customers at a relatively low cost. But few companies are exploiting this potential. Most managers continue to view the world through the twin lenses of mass marketing and mass production. To handle their increasingly turbulent and fragmented markets, they try to churn out a greater variety of goods and services and to target ever finer market segments with more tailored advertising messages. But these managers only end up bombarding their customers with too many choices.

      A company that aspires to give customers exactly what they want must look at the world through new lenses. It must use technology to become two things: a mass customizer that efficiently provides individually customized goods and services, and a one-to-one marketer that elicits information from each customer about his or her specific needs and preferences. The twin logic of mass customization and one-to-one marketing binds producer and consumer together in what we call a learning relationship—an ongoing connection that becomes smarter as the two interact with each other, collaborating to meet the consumer’s needs over

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