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Relationship Marketing

Lowe's: Customers Personalize Their Experience with Cross-Channel Profiles

Ernan Roman | Posted 08.12.2012 | Business
Ernan Roman

Marketers cannot leverage retail purchase information without collecting it. To do so while maintaining a positive customer experience, businesses need to create incentives for customers to link their online and retail purchase behaviors.

Sephora: Succeeding Where Others Fail; Integrating Offline Into the Digital Mix

Ernan Roman | Posted 08.05.2012 | Business
Ernan Roman

While in-store iPads bring digital convenience to retail stores, updates to Sephora's online presence are bringing the full retail experience online.

Is Your Customer Service Multichannel?

Ernan Roman | Posted 07.22.2012 | Business
Ernan Roman

If you focus on a single channel at the expense of others, you're neglecting a significant portion of your customer base. The same holds true for customer service.

Failure to Engage with Social Media Will Reduce Revenue and Increase Risk

Ernan Roman | Posted 07.16.2012 | Business
Ernan Roman

Social media platforms are crucial to building customer engagement, but the vast majority of marketers haven't incorporated that reality into their daily workflow -- with outsize consequences to their bottom lines.

AmEx: High Value Customer Service Drives Shareholder Value

Ernan Roman | Posted 04.30.2013 | Business
Ernan Roman

Businesses that do not recognize the power of high quality customer service, increase the risk of revenue loss and decreases in market valuation.

Have You Forgotten About the Value of Direct Mail?

Ernan Roman | Posted 06.30.2012 | Business
Ernan Roman

All businesses want to engage in sophisticated multichannel marketing, but many are forgetting about the power of direct mail as a vital element of their media mix.

Instagram: Four Lessons on Optimizing for Engagement

Ernan Roman | Posted 06.25.2012 | Business
Ernan Roman

Facebook put a value on engagement: $1 billion. That was the price they paid for photo-sharing site Instagram: a company with no revenue -- and very impressive engagement metrics.

Social Media: Three Disaster Planning Tips

Ernan Roman | Posted 06.19.2012 | Business
Ernan Roman

Domino's Pizza. GoDaddy. Chrysler. Mattel. The Gap. Nestle. And the list goes on. Some of the biggest brands have suddenly found themselves entangled in social media crises that no one could have predicted... but that we all must now plan for.

Pinterest: Three Takeaways About Personalizing the Customer Experience

Ernan Roman | Posted 06.11.2012 | Business
Ernan Roman

True personalization is complex to achieve and requires a deep database of individual's opt-in preferences. However, the results are powerful.

New Value Exchange: Preference Info to Drive Personalization

Ernan Roman | Posted 06.03.2012 | Business
Ernan Roman

As consumers find more ways to avoid unsolicited marketing communications, panicked businesses are responding by creating opt-out relationships wherever they can. This is the wrong approach.

Customer-Focused Websites: Four Best Practices

Ernan Roman | Posted 04.23.2012 | Business
Ernan Roman

To get customers to interact with your enterprise, websites today must provide a multi-dimensional experience.

Starbucks -- 3 Twitter Best Practices

Ernan Roman | Posted 04.21.2012 | Business
Ernan Roman

Twitter can help your business get closer to its customers, create better word of mouth and greater brand advocacy and generate great ideas from engaged fans. How? Start by learning from the best practices used by companies that have been successful with Twitter.

Komen and the Privacy Act: 3 Takeaways

Ernan Roman | Posted 04.07.2012 | Business
Ernan Roman

THE SITUATION: Social media can impact the national and global agenda with astonishing speed ... and it can also put people and institutions on the sp...

Positive Customer Experience: What's the Return on Investment?

Ernan Roman | Posted 03.24.2012 | Business
Ernan Roman

The Challenge: How do you build a business case for potentially costly changes to improve the overall customer experience? The Reality: Marketers ca...

Damaging Your Customer's Loyalty

Ernan Roman | Posted 03.20.2012 | Business
Ernan Roman

I am sharing this story because these types of cultural issues apply to all marketers, not just those in the hospitality industry.

Three Voice of Customer (VoC) Innovators to Watch in 2012

Ernan Roman | Posted 03.11.2012 | Business
Ernan Roman

Three Voice of Customer (VoC) innovators -- Pitney Bowes, JetBlue, and Intel -- implemented important best practices in 2011. Watch them closely in 20...

Broken Promises

Ernan Roman | Posted 03.04.2012 | Business
Ernan Roman

If an internal problem affects consumers, that's a marketing issue -- as both FedEx and UPS learned the hard way this year.

2012: Year of Preference-Driven Multichannel Marketing Breakthroughs

Ernan Roman | Posted 02.27.2012 | Business
Ernan Roman

For some brands, this will be the year of multichannel breakthroughs. For other brands, the next twelve months will be another painful period of trial and error -- mostly error.

Holiday Blues: Lost Opportunities, Knee-Jerk Discounts

Ernan Roman | Posted 02.05.2012 | Business
Ernan Roman

As the holiday season kicked off, online and offline marketers wasted millions of precious opportunities to engage with customers, capture preferences, and build the foundation for a year-long relationship.

When Customers Push Back: 3 Recommendations

Ernan Roman | Posted 01.29.2012 | Business
Ernan Roman

Empowered, activist customers are getting better and better at making their displeasure known... and, as they proved this year, they are also getting better at winning battles against big companies.

Verizon's "Opt-Out" Policy; What Marketers Should Do Differently

Ernan Roman | Posted 01.15.2012 | Business
Ernan Roman

Unfortunately, opt-out marketing policies are the norm. They allow marketers to send you information and offers they want to send and to use online an...

LinkedIn Fatigue? VW Doesn't Think So

Ernan Roman | Posted 01.01.2012 | Business
Ernan Roman

There's been some discussion recently that a broad and expanding "social media fatigue" has set in and that even users of established sites like LinkedIn are in danger of burning out.

Steve Jobs: Two Major Lessons for Business Leaders

Ernan Roman | Posted 12.12.2011 | Business
Ernan Roman

As I stood outside the Apple store and looked at the letters, flowers and apples people had left there, I knew there had to be some important lessons we as business leaders should learn from the remarkable life of Steve Jobs.

Finding Your Way to Loyalty

Sarah O'Leary | Posted 12.11.2011 | Business
Sarah O'Leary

You must meet the wants, needs, and/or desires of your shopper and her consumers if you want to cultivate loyalty.

Facebook's Makeover: Breakthrough or Big Brother?

Ernan Roman | Posted 12.04.2011 | Business
Ernan Roman

After every major redesign of Facebook, privacy concerns tend to loom large, and then fade into obscurity. That may well happen this time around, but Facebook should do a better job of contributing to the debate and explaining how it plans to protect user privacy.