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 to this podcast to learn:
- Why marketing executives should do more listening and less “spray and pray” blasts
- Why 1:1 intensive interviews are better than surveys to gain customer insight
- The critical role of social media should play in a multi-channel marketing strategy
- Why ignoring customer service is a “lethal mistake” for the marketing department
- The impact of the economy on driving more customer-centric marketing practices
Interview recorded on Dec. 2, 2010.
