Voice-of-the-Customer Marketing: A Revolutionary 5-Step Process to Create Customers Who Care, Spend, and Stay Review

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Voice-of-the-Customer Marketing: A Revolutionary 5-Step Process to Create Customers Who Care, Spend, and Stay ReviewThis 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.Voice-of-the-Customer Marketing: A Revolutionary 5-Step Process to Create Customers Who Care, Spend, and Stay OverviewLearn how you can use the revolutionary five-step marketing process that helped Microsoft, NBC Universal, and IBM achieve double-digit increases in sales."When HP uses the Voice of the Customer methodology, our marketing campaign results improve dramatically: response rates improve 3X to 10x, sales increase 2x or more, and we can spend far less to get great results. When we don't use VOC, our results can suffer greatly."-Garry Dawson, Hewlett-Packard, Americas Advertising and Direct Marketing Manager"Ernan is a leading expert in creating disciplined "Voice of Customer" driven marketing processes. If you want to move from just talking about VOC to being a leader in implementing it, you must read this book."-Fred Neil, Global Head of CRM, Dell"Finally, someone has found the answer for how to succeed with customer focused marketing. Ernan has pioneered an impressive Voice of Customer process that enables marketers to engage customers on their terms. His book provides readers with a step by step guide for achieving the same levels of success as he has achieved for his impressive list of Fortune clients."-Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University In Voice of the Customer Marketing, Ernan Roman, the award-winning marketing guru who created the IDM (Integrated Direct Marketing) and Opt-in marketing methodologies shows you a proven, step-by-step process for understanding the expectations of your customers and prospects for more effective relationships and deeper levels of value. He then demonstrates how to use these insights to develop high impact, high return relationship marketing strategies and action plans which generate consistent double-digit increases in response and sales.The book's numerous case studies demonstrate the most effective uses of Voice of the Customer marketing in action, and the most frequent mistakes marketers make-trying to "manage" customers rather than continually engaging them. This book is essential reading for all marketers, whether in Fortune or Growth sized companies, who want dramatic increases in sales and marketing effectiveness.

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