Voice of the Customer Marketing. A revolutionary five-step process to create customers who care, spend and stay. Ernan Roman.
Voice of the Customer Marketing. A revolutionary five-step process to create customers who care, spend and stay. Ernan Roman. 2011. ISBN 9780071740838. 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.
Related articles
- Ernan Roman: Powerful Strategies for Customer Retention and Engagement (huffingtonpost.com)
- Ernan Roman: Which Social Media Channels Matter Most? (huffingtonpost.com)
- There’s a Difference Between Listening to Customers & Giving Them a Voice (theharteofmarketing.com)
- Ernan Roman: Relationship Marketing Innovators: 5 Best Practices at Threadless.com (huffingtonpost.com)
- Ernan Roman: Use Voice of Customer Insights to Effectively Gain and Retain Customers Relationship Marketing Innovator: Palms Trading Company (huffingtonpost.com)
- As Facebook, Apple and Google are Learning, Consumers Want Privacy … But They Want Something Else, Too (customerthink.com)
- How much can you rely on the Voice of the Customer? (thecustomerblog.co.uk)
- Ernan Roman: Why Is Opting Out of Online Tracking My Problem? (huffingtonpost.com)
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