Ernan Roman
Don’t Let Lack of Customer Trust or Feeling Valued Undermine Marketing Engagement
Let’s discuss two factors that will derail your marketing: lack of trust and lack of feeling valued. If consumers do not have a perception of trust regarding your company, they’ll have no interest in anything you have to say to them. Similarly, if you do...
Two Tips to Stop Placing the Burden for Good CX on Your Customers
A colleague recently ran into a very frustrating customer experience. This situation raises the question— why are so many companies placing the burden for good CX on the customer? After several unsuccessful attempts to pair a new smart home device with a product’s app, my...
3 Tips for Re-Engaging Lost and At-Risk Customers
Findings from recent Voice of Customer (VoC) research we conducted for Fortune and Growth brands indicate a disturbing trend: increasing customer churn. Given the high cost of acquiring customers, improved retention strategies are essential. A common theme across our research findings is the speed and...
Are You Really Engaging Customers? 3 Tips to Get It Right
Too many marketers assume that their strategies and offers are engaging their customers. This assumption is often wrong. Unless you are engaged in two-way dialogue and providing value-added communications…you have NO idea what customers think about your business and your marketing tactics. We just completed...
Comcast’s Dan Keir Puts Innovation To The Test
Article by Ernan Roman Featured on CMO.com Dan Keir is senior director of direct marketing at Comcast. He has extensive experience optimizing campaigns for both B2C and B2B companies, with a particular focus on test and learn, direct response, and campaign analytics. Keir’s key priority?...
3 Tips to Ensure Customer Service Matches Your Promised Customer Experience
Marketers are constantly introducing newer and more sophisticated Customer Experiences (CX). But, how do you ensure that all of your customer touchpoints will align with the promise of these new CX improvements? Based on our VoC research, we have learned that the brands most successful...
Demonstrating Authentic Caring: How Two Brands Missed the Boat and Nestle Got It Right
To be successful, brands need to listen to the voice of their customers and then act on those learnings! Our VoC research has shown that consumers want authenticity and genuine connections with brands. They don’t want to be sold. They want sincere relationships. But...
“Better Customer Journey Analytics are Critical” says Red Cross Loyalty Lead
Andrew George is the Lead for Loyalty and Retention at the Canadian Red Cross. He spent the last 3 years focused on customer experience initiatives and analysis and customer journey discovery. Andrew is a former Loyalty360 Gold Award winner in the category of Brand...
4 Actions For Pharma to Remove Damaging Barriers with Customers
Article by Ernan Roman Featured on Pharma-IQ.com Ernan Roman explores recent research showing that pharma and biotech companies make expensive mistakes by neglecting the power and necessity of customer experience strategies. “A bad customer feeling i...
How Stitch Fix Shows They Truly Care About Their Customers
Chevron CEO and Chairman John S. Watson recently noted, upon his retirement, “The sooner you learn about reading people, listening to others and building relationships, the sooner you will be more effective.” And though Watson was referring to business relationships, this comment should be taken...
Powerful Personalization: How to Provide Value and Avoid “Creepy”
Personalization is a popular idea for brands and consumers alike. But few brands are able to deliver on customer expectations. Ernan Roman of ERDM conducts specialized VoC research to identify high impact CX strategies which generate significant increases in revenue. In this video, Ernan shares how...
‘Personalization Is The New Loyalty,’ Says Neiman Marcus VP
Article by Ernan Roman Featured on CMO.com Jeff Rosenfeld is the vice president of customer insight and analytics for The Neiman Marcus Group, where he is responsible for leveraging analytics to drive revenue. His team focuses on personalization, web ...
Is Your Brand Trusted? Why Authenticity is Critical to Customer Loyalty
Consumers are jaded. They want to do business with companies they feel are transparent, address their concerns, and are trustworthy. Rimma Perelmuter, CEO of Mobile Ecosystem Forum which puts out an annual Global Consumer Trust study commented, “ paradigm shift with the emergence of the ‘Savvy Consumer’....
‘Tech Has To Adapt To People,’ Says Lowe’s Innovation Labs Leader
Article by Ernan Roman Featured on CMO.com Amanda Manna is a true innovation leader. As head of narrative and partnerships of Lowe’s Innovation Labs, she oversees the team responsible for innovation strategy, an extensive applied neuroscience research program, partnerships, and marketing and communications. In her…
Amazon & Kohl’s; Walmart & Google — Blurring the Lines Between Online and In-Store...
You know the saying, “two heads are better than one”? For many companies, this phrase is playing out in new marketing partnerships which allow for better consumer experiences than either company could provide on their own. Amazon and Kohl's Bridging Clicks with Bricks Recently Kohl's…
GM’s Global Director Of CX Answers 4 Questions For Digital Innovators
Article by Ernan Roman Featured on CMO.com As global director of CX strategy and enterprise experiences at General Motors, David Mingle has spent the past four years laser-focused on transforming the customer experience. “There is a lot of friction in today’s car buying process that…
How Innovators are Breaking Silos and Creating Cross-Functional Alignment
Summary: When silos rule, internal communications break down and it’s difficult to present a united vision, brand and compelling message to consumers. However, some innovators are redefining cross-functional integration and alignment. How GE is Redefining “Communications” GE Vice President and Chief Communications Officer Deirdre Latour,…
Tumi’s CDO Answers 4 Questions For Digital Innovators
Charlie Cole, chief digital officer of Tumi, has been overseeing and developing the luggage and travel accessory brand's global e-commerce and digital platforms since 2015. When Samsonite acquired Tumi last year, he also took on the official role of global chief e-commerce officer, which...
Learn from Innovators Transforming Companies to Align with Customers
Summary: For years brands told consumers "YOU play by OUR rules." Now, innovative companies are transforming themselves and developing new products/services built specifically to deliver on the changing needs of customers. ...
4 Requirements for Linking CX to ROI
Article by Ernan Roman Featured on crmirewards.com Eighty-one percent of consumers are willing to pay for a better experience, according to the Capgemini’s study “The Disconnected Customer.” Yet, customers don’t feel that companies are delivering high quality customer experience (CX), and one in five consumers…