Voice-of-the-Customer Marketing: A Revolutionary 5-Step Process to Create Customers Who Care, Spend, and Stay

  • 3h 42m
  • Ernan Roman
  • McGraw-Hill
  • 2011

In Voice of the Customer Marketing, Ernan Roman, the award-winning marketing guru who created the IDM (Integrated Direct Marketing) and Opt-in marketing methodologies shows you a proven, step-by-step process for understanding the expectations of your customers and prospects for more effective relationships and deeper levels of value. He then demonstrates how to use these insights to develop high impact, high return relationship marketing strategies and action plans which generate consistent double-digit increases in response and sales.

The book's numerous case studies demonstrate the most effective uses of Voice of the Customer marketing in action, and the most frequent mistakes marketers make-trying to "manage" customers rather than continually engaging them.

This book is essential reading for all marketers, whether in Fortune or Growth sized companies, who want dramatic increases in sales and marketing effectiveness.

About the Author

Ernan Roman is president of the marketing consultancy Ernan Roman Direct Marketing (ERDM). He is one of the leading authorities in Voice of Customer–driven relationship marketing, and he was named to BtoB’s “Who’s Who” as one of the “100 most influential people” in business marketing by Crain’s BtoB magazine.

Roman is recognized as the industry pioneer who created three important methodologies: Integrated Direct Marketing, Opt-In Marketing, and Voice of Customer Relationship Research.

ERDM provides marketing consulting services for innovative Fortune and growth companies such as Microsoft, NBC Universal, Walt Disney, Reliant Energy, Hewlett-Packard, IBM, MSC Industrial Direct, and Songza Media, Inc.

Roman is the coauthor of Opt-In Marketing: Increase Sales Exponentially with Consensual Marketing and the author of Integrated Direct Marketing: The Cutting-Edge Strategy for Synchronizing Advertising, Direct Mail, Telemarketing, and Field Sales.

In this Book

  • Conduct VOC Relationship Research
  • Use VOC Relationship Research in your Own Company to Deepen Customer Engagement
  • Opt-in Relationship Strategies
  • The Six Principles of Successful Opt-in
  • Leveraging the Power of a Preference-Driven Multichannel Mix
  • Additional Best-in-Class Multichannel Leaders you can Learn From
  • Harnessing the Power of VOC-Driven Social Media
  • Guidelines for Using VOC-Driven Social Media to Engage the New Consumer
  • Leveraging VOC-Driven Social Media to Change the World
  • Customer Service: A Marketing Responsibility
  • The Final VOC Test: Superior Customer Service
  • Aligning the Organization for VOC Change
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