Ernan Roman

Use Twitter as a Voice of Customer Marketing and Service Channel

THE PROBLEM: A Customer Got Less Than Your Best...and Is Now Using Social Media to Tell The World. THE SOLUTION: Use That Same Social Media Channel to Ask for a Second Chance! Imagine this scenario: one of your customers has launched a complaint against your...

Use Voice of Customer Insights to Effectively Gain and Retain Customers

Relationship Marketing Innovator: Palms Trading Company New Mexico Trading Post embraces cutting-edge marketing strategies yet stays true to its ties to the Old West and generations of Native American artists. THE PROBLEM: How to use sophisticated marketing strategies to gain new customers and retain existing…

Social Media’s Power To Help Charities Engage Donors: Relationship Marketing Innovator; Free The Children

THE CHALLENGE: According to a survey from Merrill Lynch and Indiana University, charitable organizations around the country are reporting a noticeable drop in donor contributions. Wealthy donors in particular are cutting back sharply on donations. THE SOLUTION: Broaden and strengthen your base...by enlisting social media...

Relationship Marketing Innovators: 5 Best Practices at Threadless.com

THE PROBLEM: How do you transform your organization's relationships with customers? How do you get them to see your organization as a gathering-place, a destination for constructive interaction with others? We discussed these questions with Tom Ryan, CEO of the community-driven on-line apparel retailer...

Why Is Opting Out of Online Tracking My Problem?

Most Web users are surprised, and then alarmed, when they realize how closely marketers scrutinize their online activities. That alarm has triggered a new and powerful consumer privacy movement, one that has led to an impassioned national debate: Should marketers be able to track...

Egypt’s Social Media Revolt: Is Your Company Next?

THE PROBLEM: Disengaged consumers are using social media resources like Twitter, YouTube, and Facebook to stage large-scale revolts against companies big and small. THE SOLUTION: Make sure your organization is prepared to play by the open-dialogue rules of social media. You need to engage consumers...

Manipulating Customer Service Ratings

I wanted to share two recent experiences with my family's automobiles and the ensuing manipulation of the Customer Satisfaction process. A few months ago, we had one of our cars serviced. We were then told to fill out the Customer Satisfaction form with perfect scores...

Lessons From Ford’s Brilliant Use of Social Media

You may have heard the news: Ford reported its biggest annual profit since 1999. That's a huge accomplishment for a company that was on the ropes in 2009, a symbol of a once-great American industry in seemingly fatal decline. Many factors contributed to Ford's shift...

Lessons from My Chimney Cleaner About Service and Marketing Best Practices

Last week Ginger Conlon, Editorial Director of 1to1® Media posted the following Guest Blogger article which I wrote for them. We thought you would enjoy reading about impressive service and marketing best practices. A few weeks ago I called a local chimney-cleaning company and set…

‘List Fatigue’…Or Just Strategy Fatigue?

The Problem: My database is delivering steadily declining response rates. How do I overcome "list fatigue"? The Solution: Take the time to find out what your customers and prospects really want to receive from your organization, and how they want to receive it. "List fatigue"...

5 Pre-conditions for Obtaining Opt-In Preference Information

The Myth: Consumers are no longer willing to share in-depth information with marketers. The Reality: There are 5 prerequisites that, if addressed by marketers, have proven effective in engaging consumers, (BtoB and BtoC),...

Will They Still Love Me Tomorrow?

We just returned from a lovely vacation in the Caribbean. As we've done for the last 30 years, each year we find a new place to relax and recharge. These properties take pride in providing exceptional service. The staff quickly learn our names, food and...

Will They Still Love Me Tomorrow?

We just returned from a lovely vacation in the Caribbean. As we've done for the last 30 years, each year we find a new place to relax and recharge. These properties take pride in...

Part 2; Top 10 Marketing Challenges for CEO’s in 2011

In our previous blog, we examined the first five marketing "game-changer" challenges that CEOs will face in 2011. Now let’s review the second half of the list. CEO CHALLENGE #6. Re-design your web...

Top 10 Marketing Challenges for CEO’s in 2011 (PART 1)

CEOs surveying the 2011 landscape will face ten major challenges. In this blog, we examine the first five of these ten "game-changers." We'll look at the second half of the list in our next blog. CEO CHALLENGE #1. Accept that the balance of power between...

Are You Going for the “Quickie Sale”or the Relationship?

The Myth: During the holiday season, the goal of retail, online, and mail-order marketers should be to process as many sales as possible. This will help recoup some of the lost revenue due to the poor economy. The Reality: Marketers are losing millions of dollars by going...

Megatrend #4; Consumers Demand Three-Dimensional Website Experiences

The Myth: The primary purpose of your web site should be to serve as a combination brochure and on-line ordering portal for customers and prospects. The Reality: Consumers (both BtoB and BtoC) now expect far more than product information and convenience in ordering from on-line...

Using the Customer’s Voice to Drive Marketing Performance: An Interview With Ernan Roman

Bob Thompson interviews direct marketing innovator Ernan Roman, author of Voice-of-the-Customer Marketing about his five-step process to increase marketing response rates and revenue performance. Listen to this podcast to learn: Why marketing executives should do more listening and less "spray and pray" blasts Why 1:1…

Discounting: A Dangerous Addiction

My wife and daughter no longer shop at certain stores unless there is a major sale. Their reason: it would be foolish to pay regular prices, since huge discounts are offered so frequently. Clearly, discounting has been around a long time and the...

10 Tips For Converting Social Networking Into Revenue

Given the limited dollars available to both business and consumer decision makers in this prolonged tough economy, people have come to expect Customer Satisfaction. This is viewed as a minimum competency and no longer differentiates a company. Per results of Voice of Customer research...

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