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.
Pizza Hut: Preference Driven Communications and Pizzas
The Challenge: Many companies capture large quantities of customer data. But few use the data to deliver a competitively differentiating customer experience. Pizza Hut is...
Delta; Preference-based Offers for Friendlier Flying
The Challenge: The airline industry has been fighting passenger negativity regarding a barrage of fees for services that were once free and taken for...
The Sales Funnel is Dead
Article posted on September 17, 2013 on Direct Marketing News (DMNews.com) The sales funnel is dead. A circle of continuous engagement is born. We all…
Transforming Intrusive Customer Tracking to Valued Information Exchanges
The Challenge: The bad news is that consumer resistance to unauthorized data tracking is growing. The good news is that many consumers understand that...
Preference-Driven Personalization; What Men’s Wearhouse Can Teach Us
The Challenge: Many companies are still not using preference based personalization. This compromises relevance and sacrifices engagement and potential sales. 40% of consumers say...
How Viral Emails Can Drive More Sales than Promotional Emails
The Challenge: Viral emails can often generate greater response and revenue than sales-focused emails. Following are examples and tips for sending engaging/interactive emails that...
Hewlett-Packard – 5 Actions to Improve Social Media Effectiveness
The Challenge: Social media has become one of the most important points of contact for consumers. Marketers however, seldom access the gold mine of...
How They Want to Buy
The Challenge: Companies that focus on what they want to sell — not how customers want to engage — miss the boat on opportunities...
Free Shipping and Returns: Cost, Value, and ROI
The Challenge: It's no secret that online shoppers don't like to pay for shipping. With carrier rates on the rise, ecommerce businesses are fully...
Is Social Media Damaging Your Brand?
The Challenge: Companies who do not monitor what customers are saying about them online—can wind up using social media for damage control rather than...
Online Reviews: 4 Tips for Building Customer Trust
The Challenge: Do you have a strategy for encouraging reviews? Do you monitor reviews? Are you responding to reviews and taking action based on...
JC Penney: If you don’t listen to your customer…you lose
The Challenge: Few companies know as much as they should about their customers and their expectations for meaningful engagement. Being arrogant in disregarding customer...
New Research: It’s Not About Satisfaction It’s About Engagement
The Challenge: Businesses that rely heavily on customer satisfaction surveys as a gauge of overall customer happiness, without an evaluation of total customer engagement,...
Making your App a Customer Engagement Solution
The Challenge: Businesses know mobile apps offer tremendous customer engagement opportunities—if done correctly. Unfortunately, businesses can also eat up marketing budgets--without the customer engagement...
70-75% of Email Subscribers are Inactive: Tips for Improvements
The Challenge: Per recent guidelines, you will be penalized if your emails do not have adequate levels of deliverability and "engagement". Consider the following...
AmEx: Small Biz Engagement Drives $5.5 Billion in Spending
The Challenge: In a study by the Business Marketing Association, most BtoB marketers say customer engagement is a high priority within their marketing organization...
Building Communities: 5 Takeaways from Frito Lay
The Challenge: Research from Forrester has found that 90% of consumers distrust brand messaging, including social media. However 70% of consumers believe in recommendations...
Yoplait’s Cause Marketing Deepens Customer Engagement
The Challenge: Companies can deepen their engagement with customers by championing powerful causes. However, in order for these efforts to be effective, customers must...
40% of Customers Buy More with Personalized Messaging
The Challenge: If you are not creating a personalized preference-driven experience for your customers, they'll go looking for that type of experience--with your competitors. According...
Focusing on Relationships, Not Sales, Generates Greater Revenue
The Challenge: Traditional marketing has often focused on getting the sale. Instead, marketers should focus on retention and how to keep more customers for...