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Ernan Roman

Ernan Roman
Ernan Roman (@ernanroman) is president of ERDM Corp. and author of Voice of the Customer Marketing. He was inducted into the DMA Marketing Hall of Fame due to the results his VoC research-based CX strategies achieve for clients such as IBM, Microsoft, QVC, Gilt and HP. ERDM conducts deep qualitative research to help companies understand how customers articulate their feelings and expectations for high value CX and personalization. Named one of the Top 40 Digital Luminaries and one of the 100 Most Influential People in Business Marketing.

Use Twitter as a Voice of Customer Marketing and Service Channel

THE PROBLEM: A Customer Got Less Than Your Best...and Is Now Using Social Media to Tell The World. THE SOLUTION: Use That Same Social...

Use Voice of Customer Insights to Effectively Gain and Retain Customers

Relationship Marketing Innovator: Palms Trading Company New Mexico Trading Post embraces cutting-edge marketing strategies yet stays true to its ties to the Old West and...

Social Media’s Power To Help Charities Engage Donors: Relationship Marketing Innovator; Free The Children

THE CHALLENGE: According to a survey from Merrill Lynch and Indiana University, charitable organizations around the country are reporting a noticeable drop in donor...

Relationship Marketing Innovators: 5 Best Practices at Threadless.com

THE PROBLEM: How do you transform your organization's relationships with customers? How do you get them to see your organization as a gathering-place, a...

Why Is Opting Out of Online Tracking My Problem?

Most Web users are surprised, and then alarmed, when they realize how closely marketers scrutinize their online activities. That alarm has triggered a new...

Egypt’s Social Media Revolt: Is Your Company Next?

THE PROBLEM: Disengaged consumers are using social media resources like Twitter, YouTube, and Facebook to stage large-scale revolts against companies big and small. THE SOLUTION:...

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....

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