Voice-of-the-Customer Marketing: A Revolutionary Five-Step Process to Create Customers Who Care, Spend and Stay


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“When HP uses the Voice-of-the-Customer methodology, our marketing campaign results improve dramatically: response rates improve 3 to 10 times, sales increase 2 times or more, and we can spend far less to get great results. When we don’t use VOC, our results can suffer greatly.”
–Garry Dawson, Americas Advertising and Direct Marketing Manager, Hewlett-Packard

“Ernan Roman is a leading expert in creating disciplined “Voice of the Customer” driven marketing processes. If you want to move from just talking about VOC to being a leader in implementing it, you must read this book.”
— Fred Neil, Global Head of CRM, Dell

A Revolutionary Five-Step Process to Create Customers Who Care, Spend and Stay By Ernan Roman

In a world where one to two percent marketing response rates are considered a success, marketing expert Ernan Roman has developed a “voice of the customer” methodology that guarantees double-digit response rates for his clients.

Roman is recognized as one of the 100 most influential people in business marketing by Crain’s BtoB Magazine, and is the award-winning marketing guru who created the Integrated Direct Marketing and Opt-In Marketing methodologies. His consultancy is sought out by innovative marketers such as Microsoft, NBC Universal, IBM and Hewlett-Packard because of his battle-tested process and track record of achieving double-digit response rates. What does he know that today’s marketers don’t?

Roman urges marketers to abandon traditional “spray and pray” blasts of email, mail, TV and phone which have long outgrown their effectiveness and serve only to irritate today’s demanding consumers. Instead, he shows clients how to use disciplined techniques to understand the preferences and expectations of their customers and use these insights to develop powerful strategies which achieve unprecedented results. According to Roman, “Making the sale is easy. Developing engaged, long term, ‘repeat purchase’ customers is the goal marketers need to achieve.”

In his new book, VOICE-OF-THE-CUSTOMER MARKETING: A Revolutionary Five-Step Process to Create Customers Who Care, Spend and Stay (McGraw-Hill, October 2010), Roman provides a hands-on, step-by-step “Voice of the Customer” (VOC) guide to help both Fortune 500 and growth companies achieve double digit results:
• Step One: Use in-depth interviews with prospects and customers to understand how they define the value and relevance your company must provide.
• Step Two: Engage prospects and customers to opt-in and tell you exactly what communications and offers they want — and what they don’t want.
• Step Three: Create an integrated, multi-channel marketing program that deploys media per customers’ individual preferences.
• Step Four: Develop a customer-driven, social media presence for relevant, real-time conversations and engagement.
• Step Five: Embrace customer service as a revenue driver – not as a ‘cost line’ item or operations expense.

Roman says, “Learning how to engage your customers so they can guide your marketing is the most significant development in marketing today. Given limited marketing budgets and more demanding consumers, marketing needs to be relevant, engaging and, most importantly, it needs to put the customer first.”

By explaining exactly how the VOC steps are implemented and using in-depth, results-based case studies, VOICE-OF–THE-CUSTOMER MARKETING demonstrates the power of this methodology for large corporations, growth companies, and non-profit organizations.

Roman is president of Ernan Roman Direct Marketing (www.erdm.com) and author of the landmark text Integrated Direct Marketing and co-author of Opt-In Marketing.

A Revolutionary Five-Step Process to Create Customers Who Care, Spend and Stay McGraw-Hill, October 2010
$35.00 / ISBN: 978-0071740838
Hardcover – 272 Pages

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