New Book Release: Voice Of The Customer Marketing


"When HP uses the Voice of Customer methodology, our marketing campaign results improve dramatically: response rates improve 3 times to 10 times, sales increase 2 times 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
Americas Advertising and Direct Marketing Manager, Hewlett-Packard
"Ernan Roman's book is essential reading for marketers. Applying the Voice of Customer guidelines will ensure program success for any marketing program. A tour de force...with pearls of wisdom for all marketers looking to significantly increase the effectiveness of their marketing. IBM's social marketing program, InfoBoom, has benefited greatly from the VoC approach. "
—Leslie Reiser
Program Director, WW Digital Marketing
IBM - General Business & BPO
"This is the definitive playbook for this new customer-driven era."
—Frank Eliason
Senior Director, National Customer Operations, Comcast
"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
"This book keeps the Golden Rule of Marketing at the core of everything: Listen to your customers. It sounds so simple, but it is an art that many marketers have lost in recent years."
—Eddie Yandle
Senior Director, Microsoft Corporation
"Having worked with Ernan over the past 12 years, I’ve seen firsthand the effectiveness of his VoC-driven multichannel marketing process. His strategies have enabled us to engage our customers and deliver exactly what they want. This has driven double-digit growth for our company."
—Guy Berger
President, Palms Trading Company
"Who can pass up double-digit increases in response and sales? Ernan’s book shows you how to transform your marketing based on his Voice of Customer-driven marketing process."
—Joseph J. Incandela
CEO, HMS National
"If you want to learn how to make real connections with customers, read this book. Business is no longer about blasting messages to passive consumers; it’s about creating engaging relationships with the fans and evangelists that already love you and finding ways for them to connect with others. Listen to Ernan Roman."
—Blake Mycoskie
Founder & Chief Shoe Giver, TOMS Shoes
"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 own terms."
—Philip Kotler
Kellogg School of Management
"Ernan’s book is a timely prescription for helping companies create customer trust and loyalty. This book is rich in practical steps to help organizations increase their long-term profits in a sustainable way."
—John Hunter
EVP Customer Fulfillment Services, QVC
"Ernan Roman is the clearest thinker and practitioner of Voice of Customer-driven multichannel marketing. I use Ernan’s experiences and writings as required course material in all my marketing and sales classes."
—Harvey Markovitz
Clinical Assistant Professor Marketing, and Director, Interactive & Direct Marketing (IDM) Lab, Lubin School of Business, Pace University
"Ernan’s book inspired me to improve my CRM strategies and focus even more on the voice of my consumers."
—Pernille Thorslund Kyhl
Nordic Consumer Relationship Marketing Manager - Libero, SCA Hygiene Products A/S
"Ernan Roman proves that engaging the Voice of the Customer is the only way to drive your company’s growth. Even organizations that consider themselves ‘customer-centric’ will learn from this book."
—Erik Gershwind
Chief Operating Officer, MSC Industrial Direct
"Ernan has been a fellow traveler and guru in my own journey to build customer-centered successful businesses. I am looking forward to his new ideas more eagerly than ever!"
—Dr. R. A. Lakshmi-Ratan
President, Pitney Bowes DMT
"Ernan Roman shows us how to listen to customers and improve our understanding of their preferences. This book is extremely valuable and provides a five-step process that guarantees higher revenue relationships with today’s demanding customers."
—Ida Rivičre Le Quement
Relationship Marketing Manager, Post Denmark
"Ernan’s book is a must-read for marketing professionals in the for-profit and nonprofit sectors alike. The best practices he shares for acquiring and deepening relationships are invaluable."
—Craig Kielburger
Founder, Free The Children
"Every marketer who values listening to and engaging with customers must read this. You are holding the key to the future in your hands."
—Ole Stangerup
Chief Relationship Marketer, Express A/S
"Ernan and his team demonstrate a command of VoC research and how it can be used to transform an organization."
—Colin Scully
Chairman & CEO, Life Line Screening
"Twenty-first-century marketing is in the midst of a revolution, and Ernan is leading it. This book is a must-read for those who refuse to be left behind."
—Ichak Adizes
CEO and Founder, Adizes Institute
"Thank you, Ernan, for tuning us in to the inner voice of our customers! A deep understanding of our customers’ needs and preferences is essential for our future growth."
—Karen Galley
President, Patient News Publishing
"Ernan has done a masterful job of providing insights regarding how to work with today’s consumers. The in-depth case studies provide valuable examples of customer-focused programs. He has given us much to think about and much to use."
—Barrett Hazeltine
Professor of Engineering Emeritus, Brown University
"As part of our commitment to Voice of the Customer, we realize we must build relationships first and do business second. Ernan’s book provides essential guidelines for achieving high-quality customer engagement that brings loyalty and marketplace success."
—Chris McCann
President, 1-800-FLOWERS.COM
"Ernan’s Voice of Customer methodology provides an important guide for how to keep your finger on the pulse of your customers."
—Yousef M. Hamidaddin
CEO, Acxiom MENA & Arab DMA
"During difficult times, Ernan Roman is providing facts and figures on how the power of the VoC methodology and an integrated multimedia mix including direct mail will not only satisfy consumer demands but also produce double-digit results."
—Pavlos Kamilos
Director, Commercial Direction of Letter Mail, Hellenic Post - ELTA
"The last word in implementing customer-focused best practices in today’s complex multichannel world."
—Akira Oka
President & CEO, Direct Marketing Japan, Inc.
"We were able to boost average order size, improve our stickiness factor, and ultimately create more returning customers per Ernan’s Voice of Customer-based recommendations."
—Judith Dutch
Vice President, Retail Operations & Consumer Marketing, NBC Universal