Customer Experience (CX), Customer Relationship Marketing, Voice of Customer Research, Customer Engagement

know they're breaking glass with customers

They just don’t know all the points of breakage, how much pain this causes and the most effective solutions. 

Our Voice of Customer research captures the real words, real emotions and human insights to drive the most effective strategies to transform how you engage with customers.


Experience (CX) Challenges
We Solve

ERDM conducts uniquely deep qualitative Voice of Customer (VoC) research to understand how clients’ customers articulate their feelings and detailed expectations for competitively differentiating customer experiences (CX) and personalization.

Our goal is to generate deep insights which traditional quantitative research cannot achieve; why customers feel the way they do and what are the detailed and specific actions necessary to improve the customer experience.

Our research helps clients solve challenges such as how to:


  • How your customers articulate their customer journeys and when and how they want you to provide value.
  • Value of potential new services and products.


Customers to opt-in and self-profile preferences to drive truly personalized Customer Experiences


  • Customer Experiences that help the relationship as well as those that “break glass” with your customers.
  • Human Data insights, including self-described “personality types” to drive effective segmentation and personalization.


Omnichannel value with your: Web, Social, Email, Mail, Customer Service, Sales, Tech Support and Stores.


Clients & Results

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



2X increase in revenue

95% email opt-in rate increase


50% increase in renewals
ECHO award winner


32% increase  
in product evaluation



85% increase in returning customers


Our Voice of Customer (VoC) Research Methodology 


Our team of former CMOs conduct hour-long research interviews to generate actionable, high impact, CX and personalization strategies for clients.

Our specialized VoC research provides a uniquely deep, human, objective, and actionable understanding of your customers and prospects regarding 4 CX essentials:

1. HIgh value Engagement 

Required to evolve from transactional relationships to high value engagement driven by a deep understanding of customers' CX requirements.

2. Value propositions

For engaging customers and prospects to self-profile their preferences in exchange for highly personalized communications, offers, and experiences. 

3. Customer Lifecycle Engagement 

How customers define high value engagement across their lifecycle with your brand. And, the authentic messaging that's necessary. 

4. Optimized media mix

How your audience wants you to optimize web, digital, social, email/mail, phone, inside sales, field sales, tech, and stores.

To discuss how VoC research can help inform your CX strategies, contact us.


3-Phases of Our
VoC Research


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

Weekly debriefs with clients provide a unique opportunity to evaluate real-time learnings, listen to recordings of interviews, and make immediate revisions to interview guides to probe new areas of value.

Our extensive VoC findings and action plans augment your internal Customer Insights resources to help you transform the quality of your Customer Experience. 

Here's a closer look at our VoC process:




Define Objectives, Strategies, and Develop Interview Guides

Work closely with clients to define VoC objectives and optimal research samples.

Prepare 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 and specific actions necessary to improve the customer experience.

"Ernan has pioneered an impressive Voice of Customer process that enables marketers to engage customers on their terms."

– Philip KotlerKellogg School of Management




Conduct In-Depth Interviews

Hour-long telephone research interviews conducted by ERDM Senior Strategists, who are former CMOs. Ernan Roman, President, conducts a portion of the interviews.

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




Develop Research-based Strategies and Action Plans

We provide much more than research findings. Given our deep CX expertise, we deliver a comprehensive management report which includes:

  • 40% of the report: Analysis of VoC findings.
  • 60% of the report: Detailed and actionable VoC-driven Strategy Recommendations and Action Plans.

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


VoC Marketing Book

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."

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.