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Voice of Customer Research

The Value of Measuring Net Promoter Score

John Lusk | Posted 03.26.2014 | Small Business
John Lusk

It amazes me when I hear that a CEO or marketer has never heard of Net Promoter Score (NPS). I'm also shocked when folks tell me that they know all about NPS but aren't measuring it at their company. Really?

Montreal Transit's Innovative App Drives High Engagement

Ernan Roman | Posted 02.16.2014 | Business
Ernan Roman

Today, engaging customers through ongoing, personalized, experience-based interactions is the key to developing loyalty and future sales.

4 Tips That Transform Holiday Shoppers Into Loyal Customers

Ernan Roman | Posted 02.09.2014 | Business
Ernan Roman

Challenge: 'Tis the season for customers to think "sale." However, while customers are concentrating on transactions, companies need to think beyond t...

Preference Centers: Are CMOs Overlooking Their Importance?

Ernan Roman | Posted 01.23.2014 | Business
Ernan Roman

A good preference center is akin to a good first date. It is all about initial appropriateness, understanding, and communication. Once accomplished, you have earned the right to a second date and deeper levels of discussion.

Pizza Hut: Preference Driven Communications and Pizzas

Ernan Roman | Posted 01.23.2014 | Business
Ernan Roman

Many companies capture large quantities of customer data. But few use the data to deliver a competitively differentiating customer experience.

Delta : Preference-Based Offers for Friendlier Flying

Ernan Roman | Posted 12.08.2013 | Business
Ernan Roman

The airline industry has been fighting passenger negativity regarding a barrage of fees for services that were once free and taken for granted.

The Sales Funnel Is Dead

Ernan Roman | Posted 01.23.2014 | Business
Ernan Roman

Article posted on September 17, 2013 on Direct Marketing News ( The sales funnel is dead. A circle of continuous engagement is born. We a...

Transforming Intrusive Customer Tracking to Valued Information Exchanges

Ernan Roman | Posted 11.25.2013 | Business
Ernan Roman

The bad news is that consumer resistance to unauthorized data tracking is growing. The good news is that many consumers understand that in order to receive more targeted and relevant communications, they need to provide companies with more of their personal information.

Preference-Driven Personalization: What Men's Wearhouse Can Teach Us

Ernan Roman | Posted 11.12.2013 | Business
Ernan Roman

Many companies are still not using preference based personalization. This compromises relevance and sacrifices engagement and potential sales.

How Viral Emails Can Drive More Sales Than Promotional Emails

Ernan Roman | Posted 10.26.2013 | Business
Ernan Roman

Viral emails can often generate greater response and revenue than sales-focused emails. Following are examples and tips for sending engaging/interactive emails that do not contain sales pitches or feature products.

Hewlett-Packard -- 5 Actions to Improve Social Media Effectiveness

Ernan Roman | Posted 10.12.2013 | Business
Ernan Roman

Social media has become one of the most important points of contact for consumers. Marketers however, seldom access the gold mine of information waiting on their fan pages.

It's How They Want to Buy... Not How You Want to Sell

Ernan Roman | Posted 09.28.2013 | Business
Ernan Roman

Companies that focus on what they want to sell -- not how customers want to engage -- miss the boat on opportunities to drive initial and ongoing sales.

Free Shipping and Returns: Cost, Value and ROI

Ernan Roman | Posted 09.14.2013 | Business
Ernan Roman

It's no secret that online shoppers don't like to pay for shipping. With carrier rates on the rise e-commerce businesses are fully aware that there is no such thing as "free shipping," it is an expense that has to be factored into pricing one way or another.

Online Reviews: 4 Tips for Building Customer Trust

Ernan Roman | Posted 08.18.2013 | Business
Ernan Roman

Do you have a strategy for encouraging reviews? Do you monitor reviews? Are you responding to reviews and taking action based on this powerful voice of customer guidance?

JC Penney: If You Don't Listen to Your Customer... You Lose

Ernan Roman | Posted 08.04.2013 | Business
Ernan Roman

Few companies know as much as they should about their customers and their expectations for meaningful engagement.

New Research: It's Not About Satisfaction It's About Engagement

Ernan Roman | Posted 07.22.2013 | Business
Ernan Roman

Businesses that rely heavily on customer satisfaction surveys as a gauge of overall customer happiness, without an evaluation of total customer engagement, run the risk of losing valuable sales opportunities.

Making Your App a Customer Engagement Solution

Ernan Roman | Posted 07.08.2013 | Business
Ernan Roman

Businesses know mobile apps offer tremendous customer engagement opportunities -- if done correctly. Unfortunately, businesses can also eat up marketing budgets -- without the customer engagement payoff -- if mobile apps are not planned out with customer needs in mind.

70-75 Percent of Email Subscribers Are Inactive: Tips for Improvements

Ernan Roman | Posted 06.30.2013 | Business
Ernan Roman

Per recent guidelines, you will be penalized if your emails do not have adequate levels of deliverability and "engagement". Consider the following options to optimize your lists to increase open rates and engagement.

AmEx: Small Biz Engagement Drives $5.5 Billion in Spending

Ernan Roman | Posted 06.23.2013 | Business
Ernan Roman

Business Marketing Association, most BtoB marketers say customer engagement is a high priority within their marketing organization (72 percent), but 43 percent grade their company's level of customer engagement, a C, with even more giving their companies a D or an F.

Building Communities: 5 Takeaways From Frito Lay

Ernan Roman | Posted 06.15.2013 | Business
Ernan Roman

The opportunity for brands: build loyal social communities willing to share useful information with friends.

Yoplait's Cause Marketing Deepens Customer Engagement

Ernan Roman | Posted 06.09.2013 | Business
Ernan Roman

Companies can deepen their engagement with customers by championing powerful causes. However, in order for these efforts to be effective, customers must feel that your efforts are authentic and truly helping the charity.

40 Percent of Customers Buy More With Personalized Messaging

Ernan Roman | Posted 06.01.2013 | Business
Ernan Roman

If you are not creating a personalized preference-driven experience for your customers, they'll go looking for that type of experience -- with your competitors.

Focusing on Relationships, Not Sales, Generates Greater Revenue

Ernan Roman | Posted 05.26.2013 | Business
Ernan Roman

Traditional marketing has often focused on getting the sale. Instead, marketers should focus on retention and how to keep more customers for longer periods.

Twitter: Using News to Connect With Your Audience

Ernan Roman | Posted 05.20.2013 | Business
Ernan Roman

News and events provide powerful opportunities to connect with your audience. Twitter makes this easy.

Spike in Email Undeliverables: 5 Tips for Increasing Delivery

Ernan Roman | Posted 05.12.2013 | Business
Ernan Roman

Major email providers such as Gmail, Yahoo, Hotmail and AOL have implemented new algorithms for email deliverability based on "engagement." If your emails are not triggering sufficient interaction, they are likely not to be delivered.