Extreme Trust: Honesty as a Competitive Advantage
How companies can stay competitive in a world of total transparency. With their first book, 1993's The One-to-One Future, Don Peppers and Martha Rogers introduced the idea of managing interactive customer relationships, long before the Web and social networking made it standard business practice. With Extreme Trust, they look to the future once again, predicting that rising levels of transparency will require companies to protect the interests of their customers and employees proactively, even when it sometimes costs money in the short term. The importance of this "trustability" will transform every industry. Retail banks won't be able to rely as much on overdraft charges. Consumers will expect retailers to remind them when they have unused balances on gift cards. Credit card companies will coach customers to avoid excessive borrowing. Cell phone providers will help customers find appropriate calling plans for their usage patterns. Success won't come from top-down rules and processes, but from bottom-up solutions on the part of employees and customers themselves. And the most successful businesses will earn and keep the extreme trust of everyone they interact with
DON PEPPERS and MARTHA ROGERS, PhD, are the founding partners of Peppers and Rogers Group, a Carlson Marketing Group Company based in Norwalk, Connecticut (www.1to1.com). They are the coauthors of five bestselling books about one-to-one customer relationships and were named by Business 2.0 magazine as two of the most important business gurus of all time. Peppers was formerly the CEO of a top-20 direct marketing agency, and Rogers is an adjunct professor at The Fuqua School of Business at Duke University, as well as Codirector of the Teradata Center for Customer Relationship Management at Duke University (www.teradataduke.org). Martha's novel Not on the Menu debuted on May 1, 2007, as a part of Sugar and Grits, a novella collection with DiAnn Mills, Janice Thompson, and Kathleen Y'Barbo. Her series Winds Across the Prairie debuted in 2010 with Becoming Lucy, Morning for Dove, Finding Becky, and Caroline's Choice. Her other credits include stories in anthologies with Wayne Holmes, Karen Holmes, and Debra White Smith; several articles in Christian magazines; devotionals in six books of devotions; and eight Bible studies. Martha served as editor of an eight-page monthly newsletter for the writer's organization Inspirational Writers Alive! for six years and is the state president. She is also the director for the annual Texas Christian Writer's Conference and is a member of American Christian Fiction Writers, for whom she writes a weekly devotional. Martha and her husband reside in Houston, Texas, where they are active members of First Baptist Church.
NEWS: LeaveSmarter: Martha Rogers
Posted December 20, 2012, 6:29 PM with category of MarketingLast month, Martha Rogers was in town for our private LeaveSmarter event, sponsored by BMO Harris and Whyte Hirschboek Dudek. Martha delivered a powerful hour-long talk focusing on the benefits of putting the customer at the center of your business. As Martha puts it, ". Read more
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