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.