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Voice-Of-The-Customer Marketing : A Revolutionary 5-step Process to Create Customers Who Care, Spend, and Stay - Ernan Roman

Voice-Of-The-Customer Marketing

A Revolutionary 5-step Process to Create Customers Who Care, Spend, and Stay

Hardcover Published: 27th September 2010
ISBN: 9780071740838
Number Of Pages: 272

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From the father of Direct Marketing, the revolutionary five-step Customer Relationship Marketing process that has helped Microsoft, NBC, and IBM, increase sales by 75% ""Ernan Roman's "Wisdom of the Customer" methodology has achieved unprecedented results for cutting-edge marketers Read this before your competitors do." --Don Peppers and Martha Rogers, Ph.D., Peppers & Rogers Group

"Voice of the Customer" presents a proven step-by-step process for engaging the customer and capturing their "voice" in every step of the sales and marketing process. Ernan Roman, the award-winning DM guru who created such concepts as IDM (Integrated Direct Marketing) and permission/opt-in marketing shows you the most effective ways to research customer needs and deliver sales/marketing messages that guarantee high returns.

The book's case studies demonstrate the most effective uses of Voice of the Customer marketing in action, "and" how to spot and avoid the most frequent mistakes marketers make, such as trying to manage customers rather than continually engaging them; focusing on the needs of the seller, rather than the buyer. For business owners and marketers who seek the wisdom and guidance of their customers, this book delivers the wisdom and experience of true visionary.

Forewordp. xi
Prefacep. xiii
Acknowledgmentsp. xv
Introduction. The Vision for VOC-Driven Marketingp. 1
Conduct and Apply VOC Relationship Research
Conduct VOC Relationship Researchp. 11
Use VOC Relationship Research in Your Own Company to Deepen Customer Engagementp. 35
Create VOC-Driven Opt-In Relationship Strategies
Opt-In Relationship Strategiesp. 49
The Six Principles of Successful Opt-Inp. 69
Create a VOC-Driven Multichannel Mix
Leveraging the Power of a Preference-Driven Multichannel Mixp. 85
Additional Best-in-Class Multichannel Leaders You Can Learn Fromp. 113
Create a VOC-Driven Social Media Presence
Harnessing the Power of VOC-Driven Social Mediap. 133
Guidelines for Using VOC-Driven Social Media to Engage the New Consumerp. 151
Leveraging VOC-Driven Social Media to Change the Worldp. 173
Invest in an Excellent Customer Service Experience
Customer Service: A Marketing Responsibilityp. 193
The Final VOC Test: Superior Customer Servicep. 215
Aligning the Organization for VOC Changep. 227
Epilogue: Summary of the Key VOC Takeawaysp. 231
Appendix: Key Performance Indicatorsp. 239
Indexp. 243
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780071740838
ISBN-10: 007174083X
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 272
Published: 27th September 2010
Publisher: McGraw-Hill Education - Europe
Country of Publication: US
Dimensions (cm): 23.0 x 16.0  x 2.0
Weight (kg): 0.37
Edition Number: 1