1to1, the Magazine
The future predicted by Don Peppers and Martha Rogers is already here.
U.S. firms have awakened to the realization that customers are lifetime corporate assets. Many are trying to turn themselves into customer-centric operations, using disciplines known generically as one-to-one and customer relationship management.
They can do it because the supporting technologies are now both viable and affordable. In the ancient past – five years ago – budding one-to-one marketers were stymied by the fact that every department had its own information system (with marketing’s taking a back seat to all the others).
Today, companies can have one view of the customer across the entire organization. In the words of Peppers and Rogers, they can now create “a totally new dynamic of competition by integrating these three computer-enhanced capabilities – information management, interactive communication and customized production [of products and services].”
But the learning curve is steep. Many firms have not even begun, and most are just on the way. No one is fully there. It is with this in mind that we announce 1to1, a magazine published by DIRECT.
A joint venture between Peppers and Rogers Group Inc. and Intertec Publishing Inc., 1to1 will be edited by Paul McDougall, former editor of Digital Production Executive. The circulation: 60,000.
Serving as our one-to-one brain trust will be Don Peppers and Martha Rogers, who invented one-to-one in 1993 and have been spreading the word ever since in books, newsletters and seminars. Their input will be supplemented by that of the many experts on their staff, and by other industry leaders.
1to1 will concentrate on both the strategic and tactical elements of one-to-one marketing – everything from front-end marketing to call center management – and making the necessary structural changes within a corporation. Its subtitle is Using technology to manage customer relationships.
Our mission: Identify new initiatives and breakthroughs in one-to-one technology and applications; profile pioneers and outstanding practitioners of one-to-one marketing and management; report on the newest tools that will shape the art of one-to-one; and encourage a broad professional dialogue on the challenges and rewards of one-to-one.
Each issue will be built around a Special Focus on an element of the one-to-one mix – i.e., call centers, database technology, change management, ROI, loyalty and retention, front office/back office integration and the Web.
We’ll also profile leading players, emphasizing applications and results. And we’ll do frequent special reports on market segments so that readers can see what’s going on in their own fields. Oh yes, we’ll report on failures as well as successes.
Are we missing something? Let us know. No matter how many readers we may have, we’d like you to feel that this magazine is just for you – sort of like all for one.
