"share of customer, measured one customer at a time"

Trecho retirado de "The One to One Manager : Real-world Lessons in Customer Relationship Management" de Don Peppers e Martha Rogers

"The idea appears in many guises, but it is a singular idea nonetheless, based on developing and managing individual relationships with individual customers.
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A relationship, of course, is made up of a continuing series of collaborative interactions. Because it goes on through time, a relationship develops a "context," as both parties to it the company and the customer participate in successive interactions. And each relationship is different, inherently unique to its individual participants.
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And mass customization technology permits a firm to configure its offering digitally, in effect mass-producing a product in lot sizes of one.
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So, rather than sampling a "market" of potential customers to determine what the average customer in the market needs, the 1to1 marketer focuses on one customer at a time. Using these three types of computer technologythe database, interactivity and mass customizationthe marketer can set up a relationship that goes like this: "I know you, you're in my database. You tell me what you want, and then I'll make it for you that way." This interaction is then likely to become part of an ongoing series of linked interactions, together building a richer context for the relationship over time.
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The contrast between 1to1 marketing and traditional marketing is interesting. While the key metric of success for a traditional marketer is market share, measured one product category at a time, the success metric for a 1to1 marketer is share of customer, measured one customer at a time. A traditional marketer tries to find more customers for her products, but a 1to1 marketer tries to find more products and services for her customers. A traditional marketing company manages products, holding its executives accountable for quarterly sales of these products, while a 1to1 marketer manages customers, holding its executives accountable for growing the expected values of these customers, over time."