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.
Broken Promises
Were you missing something you ordered this Christmas? My daughter was. She complained about a number of late-arriving packages ... packages that were supposed to...
2012: Year of Preference-Driven Multichannel Marketing Breakthroughs
PREDICTION: Marketers who deploy their multichannel marketing mix at key points in customer's lifecycles with the company and per customer's individual preferences will win....
“The Customer Is Always Wrong”
THE CHALLENGE: We invite retention problems, loss of market share, and loss of good will when we consistently ignore big problems that gall our...
Holiday Blues: Lost Opportunities, Knee-Jerk Discounts
THE CHALLENGE: As the holiday season kicked off, online and offline marketers wasted millions of precious opportunities to engage with customers, capture preferences, and...
When Customers Push Back: 3 Recommendations
Empowered, activist customers are getting better and better at making their displeasure known ... and, as they proved this year, they are also getting...
The Real Reason They Wept for Steve Jobs: A Marketing Revelation
This week, I finally figured out the real reason customers mourned and wept when Steve Jobs passed away. The answer emerged, like the missing value...
Learn from Coke’s 3 Facebook Best Practices
Recently, Coca-Cola edged out Hyundai as the most popular brand on Facebook, according to a study by Covario, thesearch engine marketing agency. Coke has more...
Verizon’s “Opt-Out” Policy; What Marketers Should Do Differently
Unfortunately, Opt-Out marketing policies are the norm. They allow marketers to send you information and offers they want to send and to use on-line...
LinkedIn Fatigue? VW Doesn’t Think So
THE SITUATION: There's been some discussion recently that a broad and expanding "social media fatigue" has set in, ( for example, click here) ......
5 Best Practices to Improve Customer Service
Your whole enterprise depends on them ... but if your front-line service people feel like they're on the low end of the totem pole,...
Netflix: 3 Marketing Takeaways We Can Apply
It is hard to say whether, during its short lifespan, Netflix's recently abandoned Qwikster spinoff was more loathed or ridiculed among customers. The reversal...
Steve Jobs: Two Major Lessons for Business Leaders
As I stood outside the Apple store and looked at the letters, flowers and apples people had left there, I knew there had to...
Facebook’s Makeover: Breakthrough or Big Brother?
Last week Facebook announced its new Timeline feature, which makes it easier for users to see what people in their network are doing, reading,...
Netflix: What Worked and What isn’t Working
THE SITUATION: Netflix announced a new pricing plan over the summer that resulted in a substantial increase for most of its customers. CEO Reed...
Help Your Customer Service Reps Engage with Customers
MARKETING SITUATION: Recently, a client for whom we were developing Customer Engagement strategies asked for help in identifying the reasons for low customer satisfaction...
Facebook Coupons: Money In The Bank?
MARKETING SITUATION: Could coupons shared via Facebook add a powerful dimension to your marketing programs? This intriguing case study from Social Media Jungle, which...
Twitter Fatigue? Or Irrelevance Fatigue?
MARKETING SITUATION: There has been a lot of talk recently (here for instance) about "Twitter fatigue" and "social media fatigue." Actually, I think what...
Let’s Give Them Something to Talk About: Creative Use of Social Media
THE SITUATION: You know that your customers and prospects are talking about your company in various social media channels. But are you being proactive...
How to Introduce Customer Centric Thinking into Your Organization
THE SITUATION: When discussing customer centricity, I often hear questions like: "Why in this tough economy, should we invest time or resources chasing some...
Double Dip Recession? Not If You Listen to Customers
THE SITUATION: The US government avoided default by the skin of its teeth ... but instead of stability, we have a first-in-history downgrade of...