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

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.

Good explanations - Voice-of-the-Customer Marketing: A Revolutionary 5-Step Process

Very eye opening with useful information.

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.

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".

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)

Respect for the customer is the only way to go - and it works! Once again Ernan is both ahead of the curve and right-on. His Voice-Of-The-Customer and Opt-in methods combines cost savings and respect for the customer with supperior results - proven in a range of F100, mid-sized businesses and expanding start-ups. By targeting customers who already want to hear from you, with the features they care about, businesses build reputation, margin and brand. Even better, Ernan's methods are actionable at any level, and accross whole organizations. A must-read for where profitable marketing is going, and to get the wheels turning for any business.

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.

Es un libro interesante en cuanto a la idea de que hay que establecer un proceso continuo de escucha con los clientes.Yo esperaba que fuese más concreto en sus recomendaciones y ejemplos.Tal vez sea normal porque son consultores y no quieren vender en un libro su know-how