Ernan Roman

Why Technology Upgrades Aren’t Solving Your CX Problems

“Just a few years ago, we had more than 100 social media listening ...tools. We’ve consolidated those ... and are now delivering a consistent experience... In addition, we have built out customer journey mapping...

Moosejaw CMO Answers 4 Questions For Digital Innovators

Dan Pingree is the chief marketing officer of Moosejaw Mountaineering, where he oversees the outdoor retailer’s marketing initiatives, including search engine marketing, search engine optimization, email, photo, video, graphic design, content production and publishing, social media, brick and mortar marketing, catalogs, direct mail, A/B...

Companies That Thrive During Tough Times Share These Traits

Article by Ernan Roman Featured on CMO.com In the same economy and same consumer market in which thousands of retailers and brands are struggling, others are thriving and growing. Why? What drives the outcome of "something went wrong" versus "things are going great"? Their "secrets"…

All These Mergers… Consumers Are Asking: Will Their Brand Connection Still Be There?

"By combining companies, we believe will be able to…enhance the customer experience, increase customer value and put ourselves in an even stronger position to help shape and lead the next generation of shopping," So...

Head Of Neiman Marcus’ iLab Answers 4 Questions For Marketing Innovators

Article by Ernan Roman Featured on CMO.com Scott Emmons is focused on innovation for the Neiman Marcus Group (NMG), where he is responsible for evaluating, designing, testing, and piloting cutting-edge technologies and applications for luxury retail. Emmons founded and built the Neiman Marcus Innovation Lab…

Gillette Shows How to Get It Right When Going Direct to Consumer (DTC)

When asked why a brand such as Nike would go DTC, here’s what Brian Yarbrough, a research analyst at Edward Jones had to say, “DTC allows them to control their own destiny, showcase product...

Don’t Be Shy: Explicit Customer Data Essential For CX Success

Article by Ernan Roman Featured on CMO.com A full 96% of digital marketers say personalization advances customer relationships, according to a new study from Evergage and Researchscape International. Yet more than 55% say the industry isn’t getting personalization right. And nearly 50% give their company’s…

Does Your Hi-Tech Translate to High-Value CX? Use AI to Build Relationships

According to Wharton marketing professor Jonah Berger, “Many industries are in the early stages of integrating technologies into the customer experience, and sometimes things don’t go well. The challenge is how...

Does Your Brand Experience Align with Customers’ Voices? Elizabeth Arden Shows How

“Our leaders quickly realized that before we could use digital to transform our customers and the world, we needed to transform ourselves.” This according to General Electric Co. CMO, Linda Boff, “Over the last...

Dia&Co Chief Answers 4 Questions For Marketing Innovators

Article by Ernan Roman Featured on CMO.com Nadia Boujarwah is the co-founder and CEO of Dia&Co, an in-home shopping experience for women who wear sizes 14 and up. A lifelong fashionista, Boujarwah founded the company on the belief that style can act as a catalyst…

How You Should Engage at These 7 Points in the Customer Lifecycle

Here’s how Fran Horowitz-Bonadies, chief executive officer, Abercrombie brand/Hollister & Co. describes consumer communication in 2017: “For the past year, we spoke to one-and-a-half million consumers on what they are looking for in their shopping experience... There’s been almost a 180-degree turn on ...

Your Data Is Your Strategic Firewall Against Competition

Article by Ernan Roman Featured on CMO.com “Rivals cannot unlock or simulate your data. Data is the defensible barrier—not algorithms.” These are the words of Andrew Ng of Chinese search giant Baidu in a recent New York Times article. The article also stated: “For decades,…

Webrooming vs. Showrooming: Are You Engaging Both Types of Shoppers?

According to Forrester, “webrooming consumers will bring in $1.8 Trillion in sales in 2017.” Marketers need to understand this new type of shopper. If you are not adjusting your strategies to...

TIAA CMO Connie Weaver Answers 4 Questions for Marketing Innovators

Connie Weaver is an expert in brand transformation, customer analytics, and digital strategy. Her approach combines the “art and science” of branding by establishing data and measurement as a key complement to on-going innovation. Currently the Chief Marketing Officer for investment giant TIAA, she...

Don’t Take It Personally, But Innovators Are Done With Personas

Article by Ernan Roman Featured on CMO.com “The reason personas failed to achieve true personalization is that they were too simplistic to reflect the unique attributes that differentiate individual customers and prospects from the mass of other similar customers and prospects. And that is the…

Stop (ONLY) Marketing To Millennials

“There’s both ageism in our culture and ageism in our profession of marketing. But some of it’s not even malicious ageism. Some of it is just, ‘I want my brand to feel young and modern and youthful, and the only way to do that...

DMA CEO Tom Benton Answers 4 Questions For Marketing Innovators

Article by Ernan Roman Featured on CMO.com Tom Benton is CEO of the Data & Marketing Association (DMA). Since becoming CEO in 2014, Benton has led a three-year transformation and rebranding of the organization (formerly the Direct Marketing Association), with an organizational and resource alignment…

Think Experiences — Not Channels — to Connect with Customers

"You can’t have your channels competing against one another ... The goal is to get your organization as a whole to work toward overall revenue optimization, regardless of channel," says John Romney, global practice lead of Omnichannel at NTT DATA. ...

Don’t Let Irrelevant Messaging Cause Your Customers to Leave. Learn What ULTA Is Doing.

“…It’s worrying how many consumers feel misunderstood and that brands aren’t listening to them." These are the thoughts of Jeremy King, CEO of Attest, regarding his company’s consumer study, which revealed that over a third of UK consumers feel ‘misunderstood’ by brands. This...

How Dove Engages Customers with Sincere and Authentic Cause Marketing

According to Adam Kleinberg, CEO of Traction, consumers are increasingly skeptical about insincere cause marketing efforts which just push products. Almost half (41 percent) of the agency’s survey respondents said that insincere cause marketing...

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