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.
Four Lessons About the Power of Twitter from the Debt Ceiling Drama
THE SITUATION: Twitter played an important role in helping move Congress to finally pass the debt ceiling legislation. THE MARKETING TAKEAWAYS: At several points over...
Build Positive Emotional Equity with Customer Care
The Situation: Every business has the potential to subject customers to an occasional "oops" moment ... but some businesses are better equipped to recover from...
What’s Your Marketing Innovation Score?
Last December, I wrote two blogs (Top 10 Marketing Challenges Part 1, Part 2) to help corporate leaders with marketing management responsibilities. In those...
Useless Technology; Ford’s Fall from Grace
In my recent book, Voice of the Customer Marketing, I praised Ford Motor Company for executing one of the great business turnarounds in recent...
What Marketers Should Learn from the Murdoch Mess
THE SITUATION: An epic phone-hacking scandal abruptly forced Britain's News of the World, the largest-circulation English-language newspaper on earth, to shut down. An on-line...
Our Daily Emails: Guidelines for Improving Quality and Relevance
In previous blogs, I've provided recommendations for improving the quality and relevance of communications with customers and prospects. Today I would like to address improvements...
Customer Service: Are You Paying Your Reps what they Deserve?
THE PROBLEM: Most companies still do not provide good quality customer service. THE SOLUTION: Start by re-evaluating whether your customer service reps receive the pay,...
The Gap Between Your Wishful Thinking and Real Customer Experiences
THE PROBLEM: Many companies think they are doing a far better job of engaging with, serving, and supporting customers than they are. THE SOLUTION: Take...
Facebook Users Concerned About Providing Access to Marketers
THE PROBLEM: Social-media driven offers that should be igniting sparks with younger consumers are underperforming. THE SOLUTION: Learn about the rapidly changing concerns of your...
Customer Retention: Too Many Missed Opportunities
THE PROBLEM: Customer attrition rates are increasing and so is the cost of new customer acquisition. THE SOLUTION: View customers as a precious resource which...
Useless Technology… Cautionary Tales from Ford and Fairmont Hotels
Our suite at the Fairmont Pacific Rim in Vancouver was gorgeous. We had checked in at 3 am after a red-eye flight and I...
5 Steps for Recalibrating Your Marketing in Case of a Double Dip Recession
THE PROBLEM: Some economists warn that the global economy could slip back into recession at some point during 2011, a prospect that has marketers...
Powerful Customer Service Drives New Customers, Retention, and Revenue
THE PROBLEM: Customer loyalty is decreasing, attrition is increasing and so is the cost of generating new customers. THE SOLUTION: Re-think the role of customer...
Powerful Strategies for Customer Retention and Engagement
THE PROBLEM: Given the soaring cost of customer acquisition, retaining customers has become a major priority. THE SOLUTION: New strategies for effective customer engagement are...
As Facebook, Apple and Google are Learning, Consumers Want Privacy … But They Want Something Else, Too
THE PROBLEM: Restrictive on-line privacy legislation is looming in Congress ... legislation that could make some of the most common methods of gathering and...
Sheplers: 116 Year Old Company Engages Customers to Select a Logo for New Apparel Line
THE PROBLEM: Consumers are distracted by all the competing messages and media clutter. How can you ensure that your offers and messages are relevant...
Which Social Media Channels Matter Most?
THE PROBLEM: "Competition is eating away at our market share … and using social media to do it." THE SOLUTION: Recalibrate your social media plan....
Customer Councils: A Powerful Source for Voice of Customer Insights
THE PROBLEM: You are a small company and cannot afford a full-blown Voice of Customer, (VOC) research program, yet you need VOC guidance. THE SOLUTION:...
5 SEO Voice of Customer-Driven Best Practices
THE PROBLEM: "Our SEO program is not hitting the mark." THE SOLUTION: Create an ongoing Voice of Customer feedback data stream and use it to...
Social Media Self-Destruction: Aflac and Chrysler
THE PROBLEM: A single thoughtless social message can cause a major PR disaster. THE SOLUTION: Use common sense and Voice of the Customer feedback to...