A01 chaf6542 06 se fm indd

Customer profiling

To engage a customer in an online relationship, the minimum information that needs to 

be collected in an online form such as in Figure 9.2 is an email address. This was an ini-

tial approach taken by the Peppers and Rogers site (

www.1to1.com

). What we really need, 

Is permission marketing the future?

‘In the future, all marketing 

communications, regardless of 

medium, will be  permission-  based.’

Debate 9.1

Figure 9.2

A summary of an effective process of online  relationship‑  building

Direct mail

Customer

database

Online

media

Of

fline

media

1 Drive traffic

1 Drive traffic

2a Incentivise and 2b

 

profile

4 Speak again

4a Convert to action

3a Convert to action

3 Speak

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Chapter 9  Customer relationship management

particularly for B2B sites, is a  

qualifi ed lead

  that provides us with more information about 

the customer to help us decide whether that customer is a good prospect who should be tar-

geted with further communications. For B2B this could mean a visit by field sales staff or a 

follow-up email to arrange this. The Peppers and Rogers site has now been updated to reflect 

this  approach.   

 To continue the relationship it is essential to build a