Voice-Of-the-Customer Marketing: a Revolutionary 5-Step Process to Create Customers Who Care, Spend, and Stay

Name: Voice-Of-the-Customer Marketing: a Revolutionary 5-Step Process to Create Customers Who Care, Spend, and Stay
Price: 4.22 USD
Availability: InStock
ISBN: 9780071740838

ISBN-10: 007174083X

ISBN-13: 9780071740838

Edition: 2011

Authors: Ernan Roman

List price: $67.95

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Book details

List price: $67.95
Copyright year: 2011
Publisher: McGraw-Hill Education (Australia) Pty Limited
Publication date: 9/27/2010
Binding: Hardcover
Pages: 272
Size: 6.30" wide x 9.30" long x 0.90" tall
Weight: 1.166
Language: English

About the Author Ernan Roman is President of the New York-based strategic marketing consultancy, Ernan Roman Direct Marketing Corporation (ERDM). ERDM was founded in 1983 based on the methodology of Integrated Direct Marketing (IDM(R)). IDM focuses on the precision deployment of Publicity, Advertising, Web, Mail, Telemarketing, and Field Sales Channels.



Foreword



Preface



Acknowledgments


Introduction. The Vision for VOC-Driven Marketing



Conduct and Apply VOC Relationship Research



Conduct VOC Relationship Research



Use VOC Relationship Research in Your Own Company to Deepen Customer Engagement



Create VOC-Driven Opt-In Relationship Strategies



Opt-In Relationship Strategies



The Six Principles of Successful Opt-In



Create a VOC-Driven Multichannel Mix



Leveraging the Power of a Preference-Driven Multichannel Mix



Additional Best-in-Class Multichannel Leaders You Can Learn From



Create a VOC-Driven Social Media Presence



Harnessing the Power of VOC-Driven Social Media



Guidelines for Using VOC-Driven Social Media to Engage the New Consumer



Leveraging VOC-Driven Social Media to Change the World



Invest in an Excellent Customer Service Experience



Customer Service: A Marketing Responsibility



The Final VOC Test: Superior Customer Service



Aligning the Organization for VOC Change


Epilogue: Summary of the Key VOC Takeaways


Appendix: Key Performance Indicators


Index