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Voice-of-the-Customer Marketing: A Revolutionary 5-Step Process to Create Customers Who Care, Spend, and Stay Hardcover – October 18, 2010

5.0 out of 5 stars 9 customer reviews

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Editorial Reviews

From the Author

I wrote this book to help marketers treat customers the way we, as consumers, want to be treated, and at the same time, achieve double-digit increases in response and revenue.

You can only truly engage customers and prospects if you understand their "Voice of Customer" insights. These insights will tell you how your company can meet their expectations for relevance, relationship, competitive differentiation and on-going value-added communications and offers.

The 5-Step Voice of the Customer, (VOC), methodology is designed to help marketers in all size companies, from Fortune, to Growth and Start-ups. The process has been battle-tested for over 30 years in the marketing trenches, helping clients such as Microsoft, NBC Universal, IBM, HMS National, and Life Line Screening achieve consistent double-digit increases in response and revenue.

I hope you will test the 5-Step VOC process and see for yourself how you can "do right" by customers and prospects and achieve significant increases in response, relevance and revenue.

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”.

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Product Details

  • Hardcover: 272 pages
  • Publisher: McGraw-Hill Education; 1 edition (October 18, 2010)
  • Language: English
  • ISBN-10: 9780071740838
  • ISBN-13: 978-0071740838
  • ASIN: 007174083X
  • Product Dimensions: 6.3 x 0.9 x 9.3 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #859,527 in Books (See Top 100 in Books)

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Top Customer Reviews

By Jay Lesandrini on November 20, 2012
Format: Kindle Edition Verified Purchase
So many marketing books are long on theory and short on practice. This book is long on both. Not only does Ernan tell you why should pay attention to your customers, he shows you how to do it. I was fortunate enough to spend two days in a seminar with Ernan, and this book really drives homes the process for customer engagement. One caveat, though, is that unless you have a background in market research, you will still probably need to hire someone to help you with your customer interviews. That being said, this book will help you manage that process, and also help you figure out what to do once you've garnered that important feedback.
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Format: Hardcover
This is a good complement to companies who wish to use buyers' language and buyer behaviors to drive their own growth in content marketing. Roman is very experienced in Voice Of the Customer (VOC) work and this book is immediately useful to you. He is a pragmatist with lots of street cred in this area. Each chapter has clear and useful case studies. Some points:

At the end of the day companies do not change because of data,. They change because of VOC.
68 % of customer defection takes place because customers feel poorly treated.
95 % of complaining customers will do business with you again if you resolve the complaint instantly.
Are you guilty of customer manipulation? (You can't get this data until you fill in this form and allow us to drown you in untargeted emails.)
Companies that outsourced their call centers often fail faster.

Very good addition to your marketing library. It will prevent you from making some serious blunders.
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Format: Hardcover
Ernan has formulated the most successful means of gaining customer and prospect insights that will generate double digit responses to synchronized marketing campaigns when used in tandem with Roman's integrated direct marketing messaging system. A must read for IDM students and practitioners alike...that is only if they want to know the "secrets" of generating double digit responses. This is a must read for all of my marketing students. Indicative, qualitative customer-marketing research is critical for establishing hypothesis of success for IDM testing. However, Ernan takes it a step further and through case studies he publishes in the book demonstrates real time use of his Voice of Customer (VOC) research and how it has worked to generate double digit responses for both small large marketing enterprises. Cheers to Ernan for publishing this VOC process for all of us to learn how to do it "right".
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Format: Hardcover
For marketers like myself, Ernan Roman's new book, "Voice of the Customer Marketing", is essential reading. His methodology is laid out in understandable terminology and is practical in its application. Following the steps explained in the book, along with real life case studies, will ensure program success to any marketing program. I have found that the approach works both in traditional online campaigns as well as with social marketing programs. A tour de force...and pearls of wisdom for any marketer looking to truly differentiate their program in a competitive local or global marketplace. The IBM social marketing program for midsize businesses, [...], has benefited greatly from the VOC approach and we are continuing to use it to learn more about our customers and enhance our program.

- Leslie Reiser, Program Director, WW Digital Marketing (IBM - General Business & BPO)
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Format: Hardcover
This book reminds us all that the customer is in the driving seat. We must first build a relationship with our customer to gain their trust and loyalty. Ernan hits the nail on the head. The only way to have a one to one conversation with your customers is to start by listening.
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