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


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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 intensive interviews are better than surveys to gain customer insight
  • The critical role of social media should play in a multi-channel marketing strategy
  • Why ignoring customer service is a “lethal mistake” for the marketing department
  • The impact of the economy on driving more customer-centric marketing practices

Interview recorded on Dec. 2, 2010.

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.


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