Ernan Roman

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 the past few weeks, the President called a press conference to repeat points that he had already made many times...

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 those mishaps than others. Recently, a client with offices in a remote section of Canada asked me to help with…

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 blogs, I warned of 10 "game-changer" challenges that these executives would face in 2011, given the rise of social media...

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 business history. This year, however, there is disturbing evidence that Ford has gone off track. The firm slipped from fifth...

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 boycott of the tabloid's advertisers played a critical role in the paper's demise. THE MARKETING TAKEAWAYS: I want to share three...

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 to the emails we send each other in the course of daily business. We have all endured countless emails which...

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, training, and respect they deserve. Recently, my team and I were working with the CEO of a major financial services...

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 a hard look at your Customer Sat process. Is it self-serving, subject to manipulation… or brutally honest? The following incident…

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 target group regarding privacy, sharing data, and providing access to their identity, online. Their level of concern has grown exponentially...

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 cannot be squandered. Greater focus on creating Reciprocity of Value-based relationships will generate significant financial returns. Carol Krol, Editor-in-Chief of…

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 went into the bathroom and looked for the light switch. I was confronted by a panel which gave me 6...

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 who barely survived the last recession deeply concerned. THE SOLUTION: Implement 5 key strategies for winning more repeat orders and gaining...

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 service. Deploy it as a revenue generating resource focused on retaining customers and generating positive word of mouth which drives...

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 required. Traditional customer satisfaction indicators do not provide sufficiently detailed information to help you re-engineer your complex customer retention strategies....

As Facebook, Apple and Google are Learning, Consumers Want Privacy … But They Want...

THE PROBLEM: Restrictive on-line privacy legislation is looming in Congress ... legislation that could make some of the most common methods of gathering and using information about consumers illegal. THE SOLUTION: We need to create Reciprocity of Value-based relationships with consumers where they trust marketers...

Sheplers: 116 Year Old Company Engages Customers to Select a Logo for New Apparel...

THE PROBLEM: Consumers are distracted by all the competing messages and media clutter. How can you ensure that your offers and messages are relevant to them? THE SOLUTION: Ask them for help and guidance! Trust the wisdom of their recommendations and requirements. Many marketers would…

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. Interview your customers and prospects to learn which social media channels are most important to them and why. Conduct in-depth...

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: Create a Customer Council as a low cost way to obtain VOC feedback and identify opportunities or threats. Implemented properly,...

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 refine and constantly improve your company's SEO programs. The Relationship Marketing Innovator we will focus on in this blog post…

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 keep your organization's social media messaging appropriate and on target. What's funny on Twitter can be very funny indeed. Until…

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