Don Peppers

Customer Relationship Management Expert

Co-developer of the "One to One" Philosophy

Don Peppers

Recognized for more than 20 years as one of the world’s leading authorities on customer-focused business strategies, Don Peppers is an acclaimed author and a founding partner of Peppers & Rogers Group, the world’s premier customer-centric management consulting firm. The firm has clients on six continents, and Peppers has personally counseled or consulted for many of the world’s largest firms, including Microsoft, Bank of America, British Airways, T-Mobile, Merck, HP, Syngenta, USAA, Saudi Telecom, Singapore Telecom, Absa Bank and GM, among others. As a much sought-after speaker with a popular voice and vast following in the worldwide business media, Peppers is also highly regarded as a strategic thinker.

He has received many prestigious recognitions and accolades, including being on The Times of London list of the “Top 50 Business Brains,” listed as one of the 50 “most important living business thinkers” in the world by Accenture’s Institute for Strategic Change, called one of the “most influential thinkers in marketing and business today” by The U.K.’s Chartered Institute for Marketing, was selected to speak with business partner Martha Rogers at the 2013 SXSW Interactive Festival and has more than 52,000 followers on LinkedIn, being one of the 60 most followed LinkedIn members today, worldwide.

Don Peppers’ thought leadership, keynote presentations and executive workshops routinely focus on the business issues that today’s global enterprises are grappling with, while trying to maintain a competitive edge in their marketplace. These include:

  • Building stronger customer relationships, better customer experiences, and trust;
  • Balancing long- and short-term financial goals by focusing on customer value;
  • Engaging employees in order to create a stronger, more competitive corporate culture;
  • Stimulating innovative thinking and benefiting from new ideas within a firm; and
  • Dealing with social media, customer advocacy and increasing levels of business transparency.

With co-author Martha Rogers, Ph.D., Peppers has produced a legacy of international best-sellers that collectively sold well over a million copies in 18 languages. Peppers’ and Rogers’ latest book, their ninth together, is Extreme Trust: Honesty as a Competitive Advantage (Penguin 2012). Extreme Trust chronicles how the transparency brought on by newly available interactive platforms (particularly including social media) has raised the service standard that businesses are expected to meet.

Among the other best-sellers authored by Peppers & Rogers, their first – The One to One Future (1993) – was named by Inc. magazine’s editor, George Gendron, as “one of the two or three most important business books ever written,” while Business Week called it the “bible of the customer strategy revolution.”

Prior to founding Peppers & Rogers Group, Don Peppers served as the CEO of a top-20 direct marketing agency (Perkins/Butler Direct Marketing, a division of Chiat/Day), and his 1995 book Life’s a Pitch: Then You Buy (1995) chronicles his exploits as a celebrated new-business rainmaker in the advertising industry. Prior to Madison Avenue, he worked as an economist in the oil industry, and as the director of accounting for a regional airline. He holds a B.S. in astronautical engineering from the U.S. Air Force Academy and a Master’s in Public Affairs from Princeton University’s Woodrow Wilson School.



Return on Customer

One to One: CRM and the Future of Business

Rules to Break & Laws to Follow: Wrongheaded Thinking in the Past Century

Building Customer Relationships

CRM: Building Customer Loyalty and ROI in a Changing Economy



How companies can stay competitive in a world of total transparency.

With their first book, 1993's The One-to-One Future, Don Peppers and Martha Rogers introduced the idea of managing interactive customer relationships, long before the Web and social networking made it standard business practice. With Extreme Trust, they look to the future once again, predicting that rising levels of transparency will require companies to protect the interests of their customers and employees proactively, even when it sometimes costs money in the short term.

The importance of this "trustability" will transform every industry. Retail banks won't be able to rely as much on overdraft charges. Consumers will expect retailers to remind them when they have unused balances on gift cards. Credit card companies will coach customers to avoid excessive borrowing. Cell phone providers will help customers find appropriate calling plans for their usage patterns.

Success won't come from top-down rules and processes, but from bottom-up solutions on the part of employees and customers themselves. And the most successful businesses will earn and keep the extreme trust of everyone they interact with.



"Peppers and Rogers have been the vanguard for the developing field of customer relationship management, and in this book, they bring their wealth of experience and knowledge into academic focus. This text successfully centers the development of the field and its theories and methodologies squarely within the broader context of enterprise competitive theory. It is a must-have for educators of customer relationship management and anyone who considers customer-centric marketing the cornerstone of sound corporate strategy."
—Dr. Charlotte Mason, Department Head, Director, and Professor, Department of Marketing and Distribution, Terry College of Business, University of Georgia



Internationally acclaimed business gurus and best-selling authors Don Peppers and Martha Rogers kicked off the CRM revolution and changed the landscape of business competition with their classic bestseller, The One to One Future. Now, in Return on Customer, they have written an even more revolutionary book, redefining the very concept of what it means to be “profitable” as a business.

Virtually every manager agrees that a company’s most vital asset is its customer base – the lifetime values of all its current and future customers. Yet when companies track their financial results, they rarely take into account any change in the value of this critical asset. As a result, managers remain blind to one of the most significant factors driving genuine, lasting business success, and instead become preoccupied with achieving short-term financial goals.

Return on Customer is the first book to focus on how firms create value, not just by driving current profits, but by preserving and increasing customer lifetime value. In a powerful blend of theory and practice, Peppers and Rogers demonstrate how to create shareholder value more efficiently by concentrating on Return on CustomerSM, a revolutionary business metric focused on a company’s scarcest resource – customers. By paying close attention to Return on Customer, companies can improve their profits while still conserving and replenishing long-term enterprise value.

Relying on their years of experience working with many of the world’s leading companies, Peppers and Rogers take readers far beyond marketing, sales, and service. Return on Customer will revolutionize how companies think about their basic competitive strategy, product development efforts, and even the issue of business ethics and corporate governance.



"A fascinating, highly readable synthesis of business principles, technology, sociology and common sense, Rules to Break and Laws to Follow persuasively shows the connection between customer trust and business profits, and then explains how to make it happen. As a bonus, you'll learn how to make your company more innovative, how to ensure your employees actually enjoy what they're doing, and how to deal with the kinds of service and quality breakdowns that occasionally plague any company, even a well-managed one. This book should be on your required reading list."
—Stephen M. R. Covey, bestselling author of The Speed of Trust: The One Thing That Changes Everything