Home Authors Posts by Ernan Roman

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.

Is Your Brand Committed To A Personalized Customer Experience? (Part 1)

Article by Ernan Roman Featured on CMO.com Too many companies are still struggling to achieve deep and high-value relationships with customers. As a result, churn,…

Holiday Inn’s Ortiz Answers 4 Questions For Marketing Innovators

Article by Ernan Roman Featured on CMO.com Raul Ortiz is marketing director for the Holiday Inn and Crowne Plaza brands in the Americas. He has…

Are You Delivering Cross-Channel Personalization? Learn What Under Armour and Saks Are Doing Right

There is a chasm between what customers are expecting in terms of personalization and what marketers are providing. According to findings from ...

“Sorry, We’ll Fix It” Seem To Be The Hardest Words

In speaking about the Volkswagen emissions scandal, Johns Hopkins Professor Sylvia Long-Tolbert noted, “I don't think people will be able ...

Citi’s Managing Director, Global Rewards, Answers 4 Questions For Marketing Innovators

As Citi’s managing director, benefits, new product development and global rewards, Mary Hines oversees the growth and development of the company’s ThankYou Rewards loyalty...

How to Harness the Power of Live Social Video: Insights from Periscope’s CEO

“...That we can have this conversation live, I think that’s powerful and important – but the...

Are Your Policies Helping Or Hurting Customer Engagement?

“You can only eat so much plain white cake. The 30 percent is the icing.” This is just one of the statements Joe McFarland,...

Lessons You Should Learn from the Keurig Kold Failure

Not only was the price point too high, but, ...it was an attempt to create a market for at-home single-serve...

CMOs, Here’s Why You Should Care About Explicit Data

It’s time to take the next step with your data strategies. According to our recent research, customers, especially Millennials, want to drive the customized...

Basic Mobile Won’t Win. Here’s What Innovators are Doing Right

Target CEO, Brian Cornell commented during their annual investment community meeting,” Every time we don’t deliver, we’re...

Research: Marketers Overestimating How Well They Listen To Customers

Article by Ernan Roman Featured on CMO.com Recently, we conducted VoC research for an innovative company that prides itself on having achieved high levels of…

Post-purchase Engagement is Essential… and Overlooked

Imagine my wife’s surprise when she received this email after a purchase: Thank you for your recent...

Nestle Waters’ CMO Answers 4 Questions For Marketing Innovators

Article by Ernan Roman Featured on CMO.com Before he was appointed executive vice president and chief marketing officer at Nestlé Waters North America in 2014,…

Research Shows Marketing Personalization Misses The Mark

Article by Ernan Roman Featured on Forbes.com Here’s what a leading CMO told me recently when I asked about the quality of their CX and…

Samsung’s Head Of Digital Answers 4 Questions For Marketing Innovators

Article by Ernan Roman Featured on CMO.com James Keady is head of digital at Samsung, where he is passionate about the audience experience across the…

Beware Expansion Strategies that Undermine Your Brand

"We are in a time where we have to transform how we connect with and engage consumers," Seth Kaufman chief marketing...

Five Ways CMOs Are Failing At Content

Article by Ernan Roman Featured on Forbes.com Recently, AOL CMO Allie Kline said that content marketing “is an increasingly important investment that brands must make…

Is Your Brand in Sync With Customer Expectations?

Two events occurred during the past few months that are important to marketers: WalMart, known for a focus on discount pricing experienced a ...

LEGO VP Marketing Answers 4 Questions For Marketing Innovators

Article by Ernan Roman Featured on CMO.com Michael Moynihan is vice president of marketing for LEGO Systems. His 20-plus years of consumer marketing experience guides…

New Posts