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

ISBN-10: 007174083X

ISBN-13: 9780071740838

Edition: 2011

Authors: Ernan Roman

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Book details

List price: $67.95
Copyright year: 2011
Publisher: McGraw-Hill Professional Publishing
Publication date: 9/27/2010
Binding: Hardcover
Pages: 272
Size: 6.00" wide x 9.00" long x 0.75" 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
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