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 Customer Service Multichannel?
The Challenge: Just as businesses must provide customers with a wide variety of marketing channels to choose from, they must allow a choice of...
Failure to Engage with Social Media Will Reduce Revenue and Increase Risk
The Challenge: Social media platforms are crucial to building customer engagement, but the vast majority of marketers haven't incorporated that reality into their daily...
AmEx: High Value Customer Service Drives Shareholder Value
The Challenge: Businesses that do not recognize the power of high quality customer service, increase the risk of revenue loss and decreases in market...
Have You Forgotten About the Value of Direct Mail?
The Challenge: All businesses want to engage in sophisticated multichannel marketing, but many are forgetting about the power of direct mail as a vital...
Instagram: 4 Lessons on Optimizing for Engagement
The Challenge: Instagram's billion-dollar exit was not an anomaly. It was a lesson about the value of "engagement" that every marketer must heed. Since the...
Social Media: 3 Disaster Planning Tips
The Challenge: Domino's Pizza. GoDaddy. Chrysler. Mattel. The Gap. Nestle. And the list goes on. Some of the biggest brands have suddenly found...
Pinterest: 3 Takeaways About Personalizing the Customer Experience
THE CHALLENGE: Customer-driven personalization is a powerful competitive differentiator, and marketers should take note of how Pinterest provides this. True personalization is complex to...
New Value Exchange: Preference Info to Drive Personalization
THE CHALLENGE: Consumer frustration with Opt-Out marketing policies is growing; marketers need to convince them to share information regarding their preferences in exchange for a...
Are You Engaging and Empowering Your Customers?
THE CHALLENGE: Consumers have shifted from being passive recipients of "push" marketing to selecting companies who seek their voice and reflect their input. Engaged...
Improve How You Integrate Your Media Mix
THE CHALLENGE: New findings from Voice of Customer research we just completed indicate that customers want brands to get better at using an integrated...
The Tablet Revolution: 3 Marketing Takeaways
THE CHALLENGE: The rise of tablet computers (such as the iPad) has changed the playing field in profound ways for marketers ... and those...
Lessons to Learn from Amazon and iPhone
What can you learn from the quality of the Amazon customer experience and the magic of the iPhone user experience ... to improve your...
Social Media Checklist 3 Ways to Stay Out of Trouble
CHALLENGE: The potential for error in any social media outreach is unacceptably high ... and the attendant risks to your enterprise are serious. Social Media...
Creating an Effective Peer-to-Peer Community
CHALLENGE: Your web site should be the gateway to an engaged online peer-to-peer community. It can be a space where customers and prospects share...
Customer-Focused Websites: 4 Best Practices
THE OPPORTUNITY: Creating customer-focused websites that are more engaging, yield more inquires, and generate more revenue than traditional "corporate" sites, using these 4 Best...
Komen and the Privacy Act: 3 Takeaways
THE SITUATION: Social media can impact the national and global agenda with astonishing speed ... and it can also put people and institutions on...
Starbucks – 3 Twitter Best Practices
Twitter can help your business get closer to its customers ... create better word of mouth and greater brand advocacy ... and generate great...
Positive Customer Experience: What’s the Return on Investment?
The Challenge: How do you build a business case for potentially costly changes to improve the overall customer experience? Marketers can expect reluctance...
Damaging Your Customer’s Loyalty
For nearly two decades, my family and I have been repeat guests at a beautiful inn on the Chesapeake Bay. We...
Three Voice of Customer Innovators to Watch in 2012
Three Voice of Customer (VoC) innovators -- Pitney Bowes, JetBlue, and Intel -- implemented important best practices in 2011. Watch them closely in 2012. What...