Voice-of-the-Customer Marketing: A Revolutionary 5-Step - download pdf or read online

By Ernan Roman

ISBN-10: 007174083X

ISBN-13: 9780071740838

ISBN-10: 0071743081

ISBN-13: 9780071743082

Learn the way you should use the progressive five-step advertising procedure that helped Microsoft, NBC common, and IBM in achieving double-digit raises in sales.

"When HP makes use of the Voice of the client method, our campaign effects enhance dramatically: reaction charges enhance 3X to 10x, revenues raise 2x or extra, and we will spend a long way much less to get nice effects. once we do not use VOC, our effects can endure greatly." -Garry Dawson, Hewlett-Packard, Americas advertisements and Direct advertising Manager

"Ernan is a number one professional in developing disciplined "Voice of purchaser" pushed advertising approaches. with a view to movement from simply speaking approximately VOC to being a pacesetter in imposing it, you need to learn this book." -Fred Neil, worldwide Head of CRM, Dell

"Finally, anyone has discovered the reply for a way to be triumphant with shopper centred advertising. Ernan has pioneered a magnificent Voice of purchaser method that permits sellers to interact consumers on their phrases. His ebook offers readers with a step-by-step consultant for reaching an identical degrees of luck as he has accomplished for his striking record of Fortune clients." -Philip Kotler, S.C. Johnson wonderful Professor of foreign advertising, Kellogg tuition of administration, Northwestern University

In Voice of the buyer Marketing, Ernan Roman, the award-winning advertising guru who created the IDM (Integrated Direct advertising and marketing) and Opt-in advertising methodologies indicates you a confirmed, step by step technique for knowing the expectancies of your consumers and customers for more suitable relationships and deeper degrees of price. He then demonstrates tips on how to use those insights to boost excessive influence, excessive go back courting advertising thoughts and motion plans which generate constant double-digit raises in reaction and sales.

The book's a number of case experiences reveal the best makes use of of Voice of the buyer advertising in motion, and the main common error retailers make-trying to "manage" shoppers instead of continuously attractive them.

This booklet is vital interpreting for all retailers, no matter if in Fortune or development sized businesses, who wish dramatic raises in revenues and advertising and marketing effectiveness.

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Extra resources for Voice-of-the-Customer Marketing: A Revolutionary 5-Step Process to Create Customers Who Care, Spend, and Stay

Sample text

Determine whether any suppliers receive the majority of the customers’ orders and why. These were the driving challenges that the VOC research had to address. These were the objectives of the VOC. A solid VOC research project typically has between 5 and 10 objectives. Two important tests of VOC objectives are these: Do the objectives we’ve identified lead us toward important business questions that customers and prospects care about answering? And, once we know these answers, will we be able to act on them?

As a result, Palms expanded its Personal Shopper customer service program, which it had developed for its retail clients, and it tailored the program for this wholesale group. ’ Additionally, each of our wholesale clients was assigned a Personal Shopper, or, as one interviewee put it, ‘a go-to person’ with whom the client could work closely to identify his or her specific price ranges, Pueblo, style, and other preferences. Personal Shopper is our proactive customer service program that educates customers, probes to identify their interests, and enables us to search for their special items in the store, on the Internet or in the Native American Pueblos.

They can, but it is often necessary for us to go much deeper than these tools are designed to go. IN-DEPTH INTERVIEWS: POWERFUL TOOLS FOR MARKETERS Marnie Kittelson, Research and Marketing Expert In-depth interviews, commonly referred to as IDIs, are an essential tool in any marketer’s toolbox. Basically, in-depth interviewing is a research method that uses open-ended questions to elicit perceptions, thoughts, and feelings on a specific topic of interest, and it allows interviewees to express these opinions in their own words.

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Voice-of-the-Customer Marketing: A Revolutionary 5-Step Process to Create Customers Who Care, Spend, and Stay by Ernan Roman


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