Using the Customer’s Voice to Drive Marketing Performance: An Interview With Ernan Roman

Inside Scoop

Bob Thompson interviews direct marketing innovator Ernan Roman, author of Voice-of-the-Customer Marketing about his five-step process to increase marketing response rates and revenue performance.

Listen to this podcast to learn:

Why marketing executives should do more listening and less "spray and pray" blasts
Why 1:1 intensive interviews are better than surveys to gain customer insight
The critical role of social media should play in a multi-channel marketing strategy
Why ignoring customer service is a "lethal mistake" for the marketing department
The impact of the economy on driving more customer-centric marketing practices

Interview recorded on Dec. 2, 2010.

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