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Voice-of-the-Customer Marketing

The Book Trib website posting by Ernan Roman
November 2010

Learn how you can use the revolutionary five-step marketing process that helped Microsoft, NBC Universal, and IBM achieve double-digit increases in sales.

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.

Reviews

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

Finally, someone has found the answer for how to succeed with customer focused marketing. Ernan has pioneered an impressive Voice of Customer process that enables marketers to engage customers on their terms. His book provides readers with a step by step guide for achieving the same levels of success as he has achieved for his impressive list of Fortune clients.

-Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

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.


New Book Release: Voice Of The Customer Marketing
"This is the definitive playbook for this new customer-driven era."
—Frank Eliason
Senior Director, National Customer Operations, Comcast
"Thank you, Ernan, for tuning us in to the inner voice of our customers! A deep understanding of our customers' needs and preferences is essential for our future growth."
—Karen Galley
President, Patient News Publishing