Managing information technology (IT) for one-to-one customer interaction

A one-to-one marketing paradigm has emerged that suggests organizations will be more successful if they concentrate on obtaining and maintaining a share of each customer rather than a share of the entire market, with information technology (IT) being the enabling factor. This paper presents four key elements that provide the necessary steps that allow an organization to position its people, business processes, and information systems to establish and take advantage of this emerging paradigm. The key elements are: (1) business process analysis, (2) integration and redesign of customer data, (3) IT-enabled customer interaction, and (4) accessibility/transmission of organizational information. Further, this paper discusses the importance of integrating these four IT elements for achieving effective customer interaction. # 1999 Elsevier Science B.V. All rights reserved