The One to One Fieldbook is the first hands-on manual for implementing customer relationship management programs, featuring step-by-step guidance on how to initiate, evaluate, and upgrade one-to-one initiatives. 

Among the topics covered in the book: how to determine whether you're ready to undertake a one-to-one program, how to evaluate what different customers are worth to your business, and how to customize your products or services. It includes chapters on gathering customer information, on how to measure results, on how to use the power of the World Wide Web--and much more. Each chapter features checklists of things to do, activities to enhance one-to-one skills, and questionnaires to evaluate your progress. 
A complete toolkit for companies implementing customer relationship programs, The One to One Fieldbook will help you identify your best customers, keep them longer, and grow them bigger--so that you can compete more successfully in the Interactive Age.