Articles & Innovator profiles Whitepapers and Videos
Customer Experience (CX), Customer Relationship Marketing, Voice of Customer Research, Customer Engagement
 

62% of companies
are “breaking glass” with customers
due to poor CX and lack of trust*

You cannot succeed without understanding how your customers define, in deeply personal terms, their “New Normal” and their heightened expectations for trust, value, digital and virtual engagement, and, the detailed actions necessary to improve their CX.

Our award-winning Voice of Customer research process helps you gain a real time understanding of the human needs, expectations, emotions, and specific actions necessary to transform the value you provide customers. 

*2020 Edelman Trust Barometer

 
 
 
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“Ernan has pioneered an impressive Voice of Customer process
that enables marketers to engage customers on their terms.”
— Philip Kotler, Kellogg School of Management
 

Customer Experience (CX) Challenges We Help Clients Solve

Everyone’s world has been disrupted.

Do you have an up to date, in-depth, understanding of how your customers view your brand and products in terms of trust, proactive value, and personalized engagement via digital channels?

Our team of former CMOs conduct uniquely deep, hour-long, qualitative Voice of Customer (VoC) research interviews to help clients understand the human dimensions of your B2B and B2C customers:

  • How they define their needs.

  • How they articulate their feelings of satisfaction or disappointment.

  • And, in great detail, the specific actions they want for improved customer experiences.

We use those insights to develop exceptionally detailed strategies and action plans for our clients.

Traditional quantitative research cannot provide these deep insights, emotions, and detailed customer-generated recommendations for the actions to improve the customer experience.

Our VoC research is designed to help clients solve CX challenges such as how to:

1. understand

  • The critical issues facing decision makers in this unique time, as they evaluate your product or service.

  • How your customers define their customer journeys and when, and how, they want you to provide value.

  • How customers expect you to engage at 7 key points in the Relationship Lifecycle.

3. Engage

  • Understand requirements for engaging customers to opt-in and provide deep Human Data: self-profiled preferences to drive truly personalized Customer Experiences.

  • Understand “reciprocity of value” expectations for earning ongoing, and deeper levels of opt-in, progressive profiling, based on the value of improved personalization.

2. Identify

  • How your customers define value-added and competitively differentiating relationships.

  • Customer Experiences that help the relationship

  • Customer Experiences that “break glass” with your customers.

4. DELIVER

  • High value information and offers at customer defined points of need and via their preferred mix of channels.  

  • Omnichannel value via: web, portals, eCommerce, mobile, social, email, mail, customer service, tech support, sales (phone and field), and stores.

Get VoC Insights to Transform Your CX

 
 

Clients

 
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Results

ERDM Helps Fortune and Growth Companies Achieve Double-Digit Response and Revenue Increases

 

 
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2X increase in Volume License revenue

95% email opt-in rate increase

 
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32% increase
in product evaluation

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50% increase in renewals
ECHO award winner

 
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25% increase in repeat purchase rates due to creation of a non-traditional CX and Loyalty strategy.

Testimonials

 
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“Ernan and team have a unique and powerful ability to extract and synthesize critical voice of customer data. They got to the absolute core of what was required for MSC to become our customer’s strategic and trusted advisor. The VoC process was intuitive and quickly translated the insights into action, and ultimately, results.”

- Steven Baruch, EVP, Chief Strategy & Marketing Officer

“Many companies rely only on traditional quantitative research. However, that must be complemented by understanding the human requirements of customers. ERDM’s strategic qualitative VoC research methodology, their rigorous analysis of the findings and actionable recommendations, enabled us to implement high impact strategies and tactics to drive progress and innovation. As a result of the VoC-based strategies, our company continues to generate year-over-year growth even in these turbulent times.”

- Paul Warburg, President & Chief Executive, Xenonarc

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“Since we fundamentally re-engineered our Foundry loyalty program per insights from ERDM’s VoC research, we have seen Foundry member repeat purchase rates increase by 25%.

- Shannon Washburn, President, Shinola

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“In addition to building innovative products for the life sciences, we want to deliver the best possible customer experience. ERDM’s VoC research provided us with uniquely deep and actionable insights for significantly improving our customer experience. We used the VoC insights to transform the relationship between 10x and our customers.”

- Serge Saxonov, Co-founder and CEO, 10x Genomics

 
 

VoC Research Process to Get Insights that Matter

We’ve been inducted into the DMA Marketing Hall of Fame due to the results clients achieve with our VoC research-based CX strategies.

Throughout our 3-phase VoC process, our team of former CMO’s work closely with clients to define high value objectives for your research, select the optimal research sample and create the interview guide(s).

phase

1

Define Objectives, Strategies, and Develop Interview Guides

  • ERDM works with the client team to define the key, actionable VoC objectives and the optimal research sample.

  • ERDM prepares Interview Guides with CX questions designed to generate deep insights which traditional quantitative research cannot achieve; why customers feel the way they do and what are the detailed actions they want to improve the customer experience.

phasE

2

Conduct In-Depth Interviews

  • Specialized hour-long telephone research methodology.

  • Interviews are conducted by ERDM Senior Strategists, who are former blue-chip company CMOs and senior execs. Ernan Roman, President, conducts a portion of all interviews.

  • Ongoing weekly debriefs with clients to share evolving insights and determine additional areas of exploration and real time testing of new strategies.

phase

3

Develop Research-based Strategies and Action Plans

ERDM’s ~80-page management report includes:

  • Analysis of VoC research findings from different research segments (~40% of report).

  • Detailed VoC-driven Strategy Recommendations and Action Plans (~60% of report).

Our VoC research findings are so powerful that clients often ask us to present them to their executive leadership team.

We Wrote the Book on VoC

Published by McGraw Hill
Available at Amazon

"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

DMA Hall of Fame

Inducted into the DMA Hall of Fame due to the results
clients achieve with ERDM’s VoC-based strategies.