Banking's One-to-One Future is Finally Possible

Almost a quarter century ago, a book was written about how organizations would focus on share of customer as opposed to share of market, building a personalized collaboration driven by big data. With advanced analytics, banking may finally getting close to realizing this vision. In 1993, a then revolutionary book, "The One to One Future: Building Relationships One Customer at a Time" was published, proposing the idea that as technology makes it affordable to track individual customers, marketing shifts from finding customers for products to finding products for customers. According to the authors, Don Peppers and Martha Rogers, Ph.D., a company could use technology to gather information about, and to communicate directly with, individuals to form a commercial bond. The book became a bestseller, and was on every marketer's bookshelf … almost a quarter century ago.