ISBN-10:
007174083X
ISBN-13:
9780071740838
Pub. Date:
10/18/2010
Publisher:
McGraw-Hill Professional Publishing
Voice-of-the-Customer Marketing: A Revolutionary 5-Step Process to Create Customers Who Care, Spend, and Stay / Edition 1

Voice-of-the-Customer Marketing: A Revolutionary 5-Step Process to Create Customers Who Care, Spend, and Stay / Edition 1

by Ernan RomanErnan Roman
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Overview

double-digit increases in sales.

"When HP uses the Voice of the Customer methodology, our marketing campaign results improve dramatically: response rates improve 3X to 10x, sales increase 2x 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, Hewlett-Packard, Americas Advertising and Direct Marketing Manager




"Ernan is a leading expert in creating disciplined “Voice of 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



"The clearest and best book yet published on the subject of Voice of the Customer marketing principles. In this hands-on tutorial, Ernan takes you through the steps that can transform your business, putting your customers at the center of defining what is relevant and what will drive deeper engagement."
-Bernd Schmitt, Professor, Columbia Business School, Author of Customer Experience Management and Big Think Strategy




In Voice of the Customer Marketing, Ernan Roman, the award-winning marketing guru who created the IDM (Integrated Direct Marketing) and Opt-in marketing methodologies shows you a proven, step-by-step process for understanding the expectations of your customers and prospects for more effective relationships and deeper levels of value. He then demonstrates how to use these insights to develop high impact, high return relationship marketing strategies and action plans which generate consistent double-digit increases in response and sales.

The book's numerous case studies demonstrate the most effective uses of Voice of the Customer marketing in action, and the most frequent mistakes marketers make-trying to "manage" customers rather than continually engaging them.

This book is essential reading for all marketers, whether in Fortune or Growth sized companies, who want dramatic increases in sales and marketing effectiveness.



Product Details

ISBN-13: 9780071740838
Publisher: McGraw-Hill Professional Publishing
Publication date: 10/18/2010
Pages: 272
Product dimensions: 5.80(w) x 9.10(h) x 1.10(d)

About the Author

About the Author

Ernan Roman is President of the marketing consultancy, Ernan Roman Direct Marketing, (ERDM). He is one of the leading authorities in Voice of Customer driven Relationship Marketing.


Ernan is recognized as the industry pioneer who created three important methodologies: Integrated Direct Marketing, Opt-In Marketing, and Voice of Customer Relationship Research.


He was named to “B to B’s Who’s Who” as one of the “100 most influential people” in Business Marketing by Crain’s B to B Magazine.


ERDM provides marketing consulting services for innovative Fortune and Growth companies such as Microsoft, NBC Universal, Walt Disney, Reliant Energy, Hewlett-Packard, IBM, MSC Industrial Direct, and Songza Media, Inc.


He is also the co-author of “Opt-In Marketing: Increase Sales Exponentially with Consensual Marketing” and author of “Integrated Direct Marketing: The Cutting Edge Strategy for Synchronizing Advertising, Direct Mail, Telemarketing and Field Sales”.





Customer Reviews