Explanation:

The idea is simple: one-to-one marketing (also called relationship marketing or customer-relationship management) means being willing and able to change your behavior toward an individual customer based on what the customer tells you and what else you know about that customer. Unfortunately, too many companies have jumped on the one-to-one bandwagon without proper preparation. The mechanics of implementation are complex. It’s one thing to train a sales staff to be warm and attentive; it’s quite another to identify, track, and interact with an individual customer and then reconfigure your product or service to meet that customer’s needs.
So is your company ready to implement a one-to-one marketing program? In large part, the answer depends on the scope of the program. For some companies, being ready simply means being prepared to launch a limited initiative. Substantial benefits can be gained from taking steps—even small ones—toward one-to-one marketing in specific functional areas. For others, being ready means being positioned to implement an enterprise-wide program.