In the age of the Web, smartphones, and social networks, every action an organization takes can be exposed and critiqued in real time. If you treat one customer unfairly, produce one shoddy product, or try to gouge one price, the whole world may find out in hours, if not minutes. Don Peppers and Martha Rogers argue that the only sane response to these rising levels of transparency is to protect the interests of customers proactively - even if that requires spending extra money in the short run to preserve your reputation and customer relationships in the long run.
This article from Harvard Business Review offers valuable advice for identifying, differentiating, and interacting with your customers, as well as for customizing your enterprise's behavior. Ultimately, you'll discover how the more your customer's needs vary, the more attractive they will find a learning relationship.
In Rules to Break and Laws to Follow, marketing gurus Don Peppers and Martha Rogers challenge you to break the rules and propose a whole new way of thinking about how to create real shareholder value in today's competitive environment, operating with today's technologies.