Don Peppers is a founding partner of Peppers Rogers Group, a customer relationship management consulting firm, and author of a handful of books on marketing including the most recent title Return on Customer: Creating Maximum Value From Your Scarcest Resource, which he co-authored with Martha Rogers. As a direct marketing industry veteran, he recently joined the board of advisors for a new start up called Jetera, which aims to take personalization in the airline experience to new heights. Associate editor Dianna Dilworth interviewed him to discuss the current state of the airline business and how direct marketers can leverage opportunities.