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TeleTech Acquires 1-to-1 Marketing Leaders Peppers & Rodgers

By Brendan B. Read
Senior Contributing Editor

Global BPO firm TeleTech has always been about fostering 1-to-1 relationships between companies and customers through its wide array of customized multichannel contact center services. Now it has become a leading provider of 1-to-1 consulting services through acquiring an 80 percent in Peppers & Rogers Group, a leading global management consulting firm specializing in customer-centric strategies for Global 1000 companies.

This move will enable the BPO company provide more and highly valuable value-added services to its clientele in a highly competitive marketplace.

Don Peppers and Martha Rogers, Ph.D founded Peppers & Rogers in 1993 and received worldwide acclaim for their thought leadership in the customer strategy field, among them developing and promoting 1-to-1 marketing, which is providing individually tailored offers at the right time.

The team had authored nine business strategy books, many of which serve as the foundation for teaching effective business and market strategies at leading colleges and universities around the world. They continually feed the market with new ideas through 1-to-1 Media, the company’s independent publishing division. Peppers & Rogers Group’s client base includes leading companies in the U.S., Europe, the Middle East and Africa.

A TeleTech (News - Alert) spokesperson told TMCnet that Don Peppers and Martha Rogers will retain their current leadership positions with Peppers & Rogers Group and will take on new thought-leadership roles as collaborators with TeleTech leaders on strategic initiatives and sales opportunities.

TeleTech and Peppers & Rogers Group will “collaborate to deliver the most comprehensive end-to-end customer solutions in the industry” said the spokesperson. TeleTech's implementation of advanced sales and CRM programs of all sizes will be backed by Peppers & Rogers Group’s methodologies and advanced statistical models to segment customers and develop business and marketing strategies that increase loyalty, reduce attrition and drive brand leadership. Clients “can expect the most robust end-to-end customer-centric strategies inthe industry,” said the representative. “TeleTech will incorporate Peppers & Rogers Group's solution framework methodology to help define customer segmentation strategies, improve customer satisfaction, and increase customer lifetime value.”As for 1to1 Media it will remain independent of TeleTech to maintain objectivity.1-to-1 Media covers said the spokesperson many companies and conducts sponsored research in conjunction with various companies in the industry. Although TeleTech may sponsor research from time to time, like any other company, “there will always be an arm's length relationship.” The Peppers & Rogers Group management team will retain ownership of the remaining 20 percent interest. TeleTech said the acquired firm will continue to operate independently to objectively develop, implement and support the execution of customer-based business strategies with the ultimate goal of maximizing the lifetime value of each customer relationship. 

“Given the growing complexity of a global marketplace and shifting customer communication channels, clients are increasingly seeking TeleTech’s strategic advisory services to develop innovative strategies to differentiate the service experience for their customers,” said Ken Tuchman, TeleTech chairman and chief executive officer. “The most successful brands recognize that delivering an exceptional service experience results in more profitable revenue growth and a higher market valuation than their less customer-centric peers.” 

“The caliber of Peppers & Rogers Group’s strategic consulting services combined with our nearly three decades of execution excellence provides us with a unique solution and further strengthens our global professional services capabilities,” added Tuchman.

“The best customer-centric strategies fall short if they aren’t flawlessly executed on the front-lines,” said Don Peppers, Peppers & Rogers Group co-founder. “The collaboration between TeleTech and Peppers & Rogers Group brings strategy and execution together to improve the customer experience and drive increased revenue and profitability for our clients.”

“In a world where products become commoditized overnight and purchase decisions are impacted far more by social circles than corporate marketing departments, the customer experience has become the ultimate brand differentiator,” said Martha Rogers, Peppers & Rogers Group co-founder. “Working with TeleTech will enable us to leverage the combined thought leadership, vertical expertise and solution set of the two companies for the benefit of our clients.”