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Voice of the Customer Relationship Research is a Fundamental Part of our CRM Strategy
Our Voice of the Customer Relationship Research process is a specialized CRM research methodology that helps to ensure a truly Customer-Driven implementation of the Consensual Marketing Opt-In Process and Integrated Direct Marketing.
ERDM has conducted over 68 of these specialized relationship marketing research studies for clients such as Microsoft, IBM, Reliant Energy, Hewlett-Packard, Verizon, Applied Biosystems, Golden Rule Insurance, Starwood Hotels and Resorts (The Luxury Collection), and Franklin-Covey. Findings from special Voice of the Customer Relationship Research programs such as these have been instrumental in launching IDM and Consensual Marketing programs for these clients.
This CRM strategy research process enables you to pre-test, with great confidence, the marketplace expectations regarding relationships, offers, messaging, multichannel media mix, and media preference before spending dollars to launch your program.
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Voice of the Customer Relationship Research can benefit you by providing in-depth, qualitative marketing information regarding:
- How do your customers define a Consensual / Opt-In Relationship?
- What information is appropriate to provide in a Consensual / Opt-In Relationship?
- What are the critical issues facing decision makers as they evaluate your product or service?
- What are their reactions to messages, tactics and offers?
- How do they prefer to get information about new products and innovation?
- How do they define their unique messaging and information requirements?
- How long does the decision-making process take, and who are the decision makers and influencers?
- What information is required at each step and via what media?
- What is the optimal value-added role for sales channels?
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Taking Voice of the Customer Relationship Management Research to the Next Level
The Voice of the Customer Relationship Research process helps develop qualitative marketing data through carefully designed one-to-one interviews conducted only by principals of ERDM (See Our Team for Team Member's bios). The detailed, personal nature of Voice of the Customer Relationship Research yields results free from the “pollution” that sometimes compromises focus groups.
Further Reading on How to Implement Voice of the Customer-Driven CRM Strategy & Relationship Management Solutions in Your Company
For the full Hewlett-Packard case study and “how-to information” for testing the Consensual Marketing Opt-In Process in your company, go to CRM Case Studies and read , "Guarantee Your Success in Implementing Integrated Direct Marketing and Opt-In Marketing". This describes how Hewlett-Packard used The Voice of the Customer Relationship Research process to re-conceive their marketing strategies. Results include a 200 - 300 percent increase in response.
To learn more, go to CRM Case Studies and read in-depth Customer Relationship Research case studies. Also go to Our Books and read the third chapter of Opt-In Marketing: Increase Sales Exponentially with Consensual Marketing.
Contact Us for a complimentary consultation to discuss your needs and how the Consensual Marketing / Opt-In Process (CMO) may satisfy them.
Voice of the Customer Relationship Research™ process is a trademark of Ernan Roman Direct Marketing
Integrated Marketing Programs | Call Center Reengineering
Contact Us for a complimentary consultation to discuss your needs and how the 3-Step Marketing Process®can solve them.
Customer Relationship Marketing | Creating Integrated Marketing Solutions | Business Market Research & Consumer Market Research | Customer Relationship Management Solutions |
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