Ernan Roman

Manipulating Customer Service Ratings

I wanted to share two recent experiences with my family's automobiles and the ensuing manipulation of the Customer Satisfaction process. A few months ago, we...

Lessons From Ford’s Brilliant Use of Social Media

You may have heard the news: Ford reported its biggest annual profit since 1999. That's a huge accomplishment for a company that was on...

Lessons from My Chimney Cleaner About Service and Marketing Best Practices

Last week Ginger Conlon, Editorial Director of 1to1® Media posted the following Guest Blogger article which I wrote for them. We thought you would enjoy...

‘List Fatigue’…Or Just Strategy Fatigue?

The Problem: My database is delivering steadily declining response rates. How do I overcome "list fatigue"? The Solution: Take the time to find out what...

5 Pre-conditions for Obtaining Opt-In Preference Information

The Myth: Consumers are no longer willing to share in-depth information with marketers. ...

Will They Still Love Me Tomorrow?

We just returned from a lovely vacation in the Caribbean. As we've done for the last 30 years, each year we find a new...

Will They Still Love Me Tomorrow?

We just returned from a lovely vacation in the Caribbean. As we've done for the last 30 years, each year we find a new...

Part 2; Top 10 Marketing Challenges for CEO’s in 2011

In our previous blog, we examined the first five marketing "game-changer" challenges that CEOs will face in 2011. Now let’s review the second...

Top 10 Marketing Challenges for CEO’s in 2011 (PART 1)

CEOs surveying the 2011 landscape will face ten major challenges. In this blog, we examine the first five of these ten "game-changers." We'll look...

Are You Going for the “Quickie Sale”or the Relationship?

The Myth: During the holiday season, the goal of retail, online, and mail-order marketers should be to process as many sales as possible. This will...

Megatrend #4; Consumers Demand Three-Dimensional Website Experiences

The Myth: The primary purpose of your web site should be to serve as a combination brochure and on-line ordering portal for customers and...

Using the Customer’s Voice to Drive Marketing Performance: An Interview With Ernan Roman

Bob Thompson interviews direct marketing innovator Ernan Roman, author of Voice-of-the-Customer Marketing about his five-step process to increase marketing response rates and revenue performance. Listen...

Discounting: A Dangerous Addiction

My wife and daughter no longer shop at certain stores unless there is a major sale. Their reason: it would be foolish to...

10 Tips For Converting Social Networking Into Revenue

Given the limited dollars available to both business and consumer decision makers in this prolonged tough economy, people have come to expect Customer Satisfaction....

Research Findings: Customer Dis-service and Hostage Marketing

The customer service experience is getting even worse. Results from our recent Huffington Post research regarding people's experiences when calling Customer Service Call Centers indicates...

Scary Times Call for Better Customer Service: Improve Your Contact Center and Realize Sustainable...

These are the scariest times many of us can recall. Yet, the treatment I've experienced recently when calling customer service call centers for resolution...

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