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Voice of Customer Research

5 Emails Which Drive Value and Response

Ernan Roman | Posted 09.09.2014 | Business
Ernan Roman

We all struggle to create emails that are worthy of being opened. We have to overcome the instinctive "Delete" reflex by our customers and prospects.

5 Tips to Boost Native Advertising Effectiveness

Ernan Roman | Posted 08.06.2014 | Business
Ernan Roman

There's good news for marketers when it comes to consumer acceptance of contextual advertising. Consumers have come to terms with these ads... but onl...

Aesop for Startups: Thanks, But It's My Donkey!

Aileen Gemma Smith | Posted 08.01.2014 | Small Business
Aileen Gemma Smith

Building a company is hard. Founders get an onslaught of advice on what they should do from experts.

Voice Analytics: Stripping Politicians Bare?

Dr. Jeffrey H. Toney | Posted 07.30.2014 | Politics
Dr. Jeffrey H. Toney

I'm standing in the election booth, ready to select America's next president. It's Tuesday, November 8, 2016. I've been barraged by polling and am s...

Stephanie Raill Jayanandhan: Meeting Our Customers in Brownsville

Significance Labs | Posted 07.23.2014 | Impact
Significance Labs

Going to Brownsville is the highlight of my week, these days. Yes, sometimes I'm afraid. But being afraid isn't an excuse.

Driving Word of Mouth Referrals: 5 Research Findings and 5 Tips

Ernan Roman | Posted 08.16.2014 | Business
Ernan Roman

Companies rely on customer referrals to bring in new business. But, they continue to struggle to interact, listen, and respond in a manner that provides the engagement and motivation for customers to actually provide those referrals.

Don't Use CRM to Automate Bad Behaviors

Ernan Roman | Posted 07.13.2014 | Business
Ernan Roman

Here's the good news about the state of CRM today: Most companies recognize the financial value resulting from improving their customer experience (CX...

Why Isn't Your Customer Service Better?

Ernan Roman | Posted 07.01.2014 | Business
Ernan Roman

As marketers adopt new and more sophisticated technologies and methods for servicing customers, you would assume that we've gotten to the point where a satisfactory customer service experience would be a given.

How Social Listening Helps the Red Cross and Dell

Ernan Roman | Posted 05.17.2014 | Business
Ernan Roman

Challenge: Today's consumers are more connected via new media than ever before. To fully engage the multichannel consumer, companies need to leverage ...

Experiential Marketing; Creative Ideas From Vanity Fair and Frito Lay

Ernan Roman | Posted 05.03.2014 | Business
Ernan Roman

Challenge: Customers want to be actively involved in their own brand experiences. To meet this demand companies are developing innovative experiential marketing campaigns utilizing the virtually limitless opportunities of multichannel engagement.

6 Multichannel Takeaways from Best Buy's Marketing

Ernan Roman | Posted 04.21.2014 | Business
Ernan Roman

Challenge: Marketers are having a tough time maintaining engagement with today's multichannel, multi-device consumers. According to ShopperTrack, whi...

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 (DMNews.com) The sales funnel is dead. A circle of continuous engagement is born. W...

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?