Martha Rogers

Biography

Recognized for well over a decade as one of the leading authorities on customer-focused relationship management strategies, Martha Rogers, Ph.D., is an acclaimed author, business strategist and a founding partner of Peppers & Rogers Group, the world's premier customer-centered consultancy.

Business 2.0magazine named Martha one of the 19 "most important business gurus" of the past century. The World Technology Network cited her as "an innovator most likely to create visionary 'ripple effects'." And in 2008, the Direct Marketing Association asked Martha to serve as Honorary Governor, noting that her contributions to the direct marketing business, and her name "symbolize ECHO excellence."

Martha's counsel and insight are regularly sought by Global 1000 and Blue Chip executives. Her experience in optimizing and documenting customer value, and her expertise in applying "out-of-the-box" thinking makes her equally popular among global media, engagement planners, event organizers, as well as corporate and association leaders who are eager to learn more about customer-centric concepts and methodologies.

Martha's thought leadership and presentations routinely focus on the business issues that today's global enter- prises are grappling with, while trying to maintain a competitive edge in their marketplace. These include:
Balancing long- and short-term goals by managing customer value
Building stronger customer relationships and customer experiences to build shareholder value
What engagement, innovation and trust mean for the future viability of every business
How to cascade the changes needed in an organization to build the value that customers create
How to use increases in customer revenue and customer equity as the basis for compensation and reward
Why and how to overhaul your business model before your competition (or channel partner) does it for you

With co-author Don Peppers, Martha has produced a legacy of international best-sellers that have collectively sold well over a million copies in 18 languages. Peppers' and Rogers' latest thinking is embodied in their newest book, Rules to Break & Laws to Follownamed as the inaugural title to Microsoft's "Executive Leadership Series." This timely publication addresses the challenges of success in a world where empowered customers and networked employees hold more power than the influence of your brand. The book further exposes the crisis of short termism rampant in business today, and prescribes the path out.

Their 2005 publication of Return On Customersm(ROC) advanced the concept of the customer as a strategic asset, documenting that the customer base is capable of driving a company's long-term economic worth. It climbed to the top 20 business books on Amazon.com, and was a top 10 best-seller for 2005 with 800-CEO-Read.

These successes follow in the footsteps of Peppers' and Rogers' other books, The One to One Future(1993), which BusinessWeekcalled "one of the bibles of new marketing"; Enterprise One to One(1997), which received a five-star rating from The Wall Street Journal; as well as The One to One Fieldbook(1999), The One to One Manager(1999); and One to One B2B, which made The New York Timesbest-seller list within a month of publication in 2001. The authors have also published the first-ever CRM textbook for university use in graduate level courses, Managing Customer Relationships(April 2004), which reached best-seller status in the business community within days of publication.

An Adjunct Professor at the Fuqua School of Business at Duke University, Martha has been the co-director of the Duke Center for Customer Relationship Management. She is widely published in academic and trade journals, including Harvard Business Review, Journal of Advertising Research, Journal of Public Policy and Marketing, and Journal of Applied Psychology. She has been named International Sales and Marketing Executives' Educator of the Year.

Martha began her professional career as a copywriter and advertising executive, and earned her Ph.D. at the University of Tennessee as a Bickel fellow. At Peppers & Rogers Group, Martha has led several large subscription- based research studies focusing on particular aspects of CRM. She serves on the Boards of Directors for ClickSquared and eGlue.

Publications

In today's competitive marketplace, customer relationship management is critical to a company's profitability and long-term success. To become more customer focused, skilled managers, IT professionals and marketing executives must understand how to build profitable relationships with each customer and to make managerial decisions every day designed to increase the value of a company by making managerial decisions that will grow the value of the customer base. The goal is to build long-term relationships with customers and generate increased customer loyalty and higher margins. In Managing Customer Relationships, Don Peppers and Martha Rogers, credited with founding the customer-relationship revolution in 1993 when they invented the term "one-to-one marketing," provide the definitive overview of what it takes to keep customers coming back for years to come. Presenting a comprehensive framework for customer relationship management, Managing Customer Relationships provides CEOs, CFOs, CIOs, CMOs, privacy officers , human resources managers, marketing executives, sales teams, distribution managers, professors, and students with a logical overview of the background, the methodology, and the particulars of managing customer relationships for competitive advantage. Here, renowned customer relationship management pioneers Peppers and Rogers incorporate many of the principles of individualized customer relationships that they are best known for, including a complete overview of the background and history of the subject, relationship theory, IDIC (Identify-Differentiate-Interact-Customize) methodology, metrics, data management, customer management, company organization, channel issues, and the store of the future. One of the first books designed to develop an understanding of the pedagogy of managing customer relationships, with an emphasis on customer strategies and building customer value, Managing Customer Relationships features: Pioneering theories and principles of individualized customer relationships An overview of relationship theory Contributions from such revolutionary leaders as Philip Kotler, Esther Dyson, Geoffrey Moore, and Seth Godin Guidelines for identifying customers and differentiating them by value and need Tips for using the tools of interactivity and customization to build learning relationships Coverage of the importance of privacy and customer feedback Advice for measuring the success of customer-based initiatives The future and evolution of retailing An appendix that examines the qualities needed in a firm's customer relationship leaders, and that provides fundamental tools for embarking on a career in managing customer relationships or helping a company use customer value as the basis for executive decisions The techniques in Managing Customer Relationships can help any company sharpen its competitive advantage.

Titles

Culture of the Customer
The 3 C's of a Sustainable Business, Colleague, Channel, and Customer
If You're Seeking Customers for Your Products, You Need a New Navigation System
Global Efficiency, Local Autonomy and Competitive Advantage

Customer Experience
Bad Service Bulletin: You Can't Un Google Yourself
Please Press " * " for Superlative: The Value of Your Front Line Contact Centers
Dancing Shoes for Honeybees: Word of Mouth, Buzz, and Social Networks
The Strontium-90 Effect: A Customer Experience Lasts Longer than You Think

Leadership in the New Economic World Order
Competing for Trust: Post Crisis Strategies for a Twitter Economy
Leadership in Times of Challenge and Opportunity
You Can't Outrun a Bear Market, But You Can be Ready for the Recovery
Radical Times Require Radical Action: Leaders Needed, Inquire Within

Enterprise Engagement—Enabling Your Brand Ambassadors
The Compelling Economics of Enterprise Engagement
You Can Lead a Force to Water, But You Can't Make them Think
Is Your Corporate Culture an Advantage or an Albatross?
The Company You Keep: Employee Culture for Competitive Survival

Ethics and Trust as KPI's for Success
Violate Your Customers' Trust, and Kiss Your Asset Good-Bye
Have I Ever Lied to You? Ethics as the Basis for Business Strategy
Cultivating Trust isn't Expensive, It's Essential!
Integrity Isn't Elastic: Ethics and Trust Can Never be Part-Time Values

Innovation
Bits, Bytes and Bucks: Monetizing New Technology and Relationships
She Blinded Me with Science: Tomorrow Comes Faster Than It Used To
Excellence or Innovation? Pick One
Innovation & Advantage: Driving Creativity for Competitive Stance
The Wisdom of Dissent: Innovative Decisions RequireDiverse Points of View

Looking Forward
Social Networks and How to Leverage Them
Tweet, Google, Bing, POP - Ride the Bubble, Avoid the Drop
Merging with Our Machines: PMT, WOM and Society
The 1to1 Future: Are We There Yet?

Metrics for the Long-term
Long-Term Leadership in a Short-Term World
Return on Customer: Breaking the Rules to Maximize Enterprise Value
Have You Looked at Your Data Lately? You Can Get More for Less
Customers Are Like Little Financial Assets, with Collective Memory

Relationship Strength and Loyalty
The Three Rs of Loyalty: Relationship, Reward, Recognition
At What Price Loyalty? ~ The Six Myths of Customer Loyalty
Loyalty IS the New Black: Best Practices and the Value of Relationship Strength