
Good morning! One bacon, egg, and cheese or two?
That’s how I’m welcomed whenever I walk into Andrew & Frank’s Deli in Astoria—even when it’s more like lunchtime than breakfast hour. And, believe me, this place has far more frequent customers than me. Even so, the guys who run the deli know my favorite order, and know there’s an equal chance I’m getting breakfast just for my daughter (long after I’ve eaten) or for both of us.
That’s the kind of one-to-one experience many marketers strive to deliver at scale, and that Don Pepper and Martha Rogers, Ph.D., predicted would be reality—at scale—in The One to One Future. For years, Don and Martha’s message changed the outlook and career direction of countless marketers. Based on recent conversations I’ve had, it still does. In fact, to me, one-to-one marketing has never been more possible, relevant, and in this time of ever-rising customer expectations, vital.
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