Entire company must apply CRM principles

One-to-one expands

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All the publicity concerning what Ms. Rogers calls one-to-one marketing is on the Web, but she noted direct mail is still growing, and stores are using data more to differentiate among customers. "The day will come when we don't talk about e-commerce," she predicted. "It's a temporary term. Everything will be `e,' in part, and it will just be commerce." The revolution is permanent and so are its goals. "The goal is always to understand the customer better, because you have the customer talking to you, because you rewarded them," Ms. Rogers said. "Now that you know something competitors don't, you can do things they can't." Keeping an eye on the aim of CRM, she said, is the only way to succeed at it. Dana Blankenhorn is a free-lance journalist who specializes in Internet issues and is publisher of the Web site (
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