By Ernan Roman

Find out how you should use the progressive five-step advertising strategy that helped Microsoft, NBC common, and IBM in attaining double-digit raises in sales.

"When HP makes use of the Voice of the buyer method, our campaign effects increase dramatically: reaction charges enhance 3X to 10x, revenues raise 2x or extra, and we will be able to spend some distance much less to get nice effects. after we do not use VOC, our effects can endure greatly." -Garry Dawson, Hewlett-Packard, Americas ads and Direct advertising Manager

"Ernan is a number one professional in growing disciplined "Voice of shopper" pushed advertising strategies. so that it will stream from simply conversing approximately VOC to being a pace-setter in enforcing it, you want to learn this book." -Fred Neil, worldwide Head of CRM, Dell

"Finally, anyone has chanced on the reply for the way to be triumphant with shopper concentrated advertising. Ernan has pioneered a powerful Voice of purchaser technique that allows sellers to have interaction shoppers on their phrases. His ebook presents readers with a step-by-step consultant for attaining an identical degrees of luck as he has accomplished for his extraordinary checklist of Fortune clients." -Philip Kotler, S.C. Johnson individual Professor of overseas advertising and marketing, 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 exhibits you a confirmed, step by step technique for realizing the expectancies of your buyers and customers for more beneficial relationships and deeper degrees of price. He then demonstrates how you can use those insights to increase excessive influence, excessive go back courting advertising recommendations and motion plans which generate constant double-digit raises in reaction and sales.

The book's quite a few case reviews show the best makes use of of Voice of the client advertising and marketing in motion, and the main widespread error agents make-trying to "manage" shoppers instead of always attractive them.

This ebook is vital studying for all dealers, even if in Fortune or development sized businesses, who wish dramatic raises in revenues and advertising effectiveness.

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

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These insights are what we need to develop customerfocused marketing strategies and action plans. During the planning process for this VOC research, Rich understood the importance of selecting the right research sample. “You have to put as much work into developing the customer lists to be utilized in the research as you put into developing the objectives and questions,” he advised. “I cannot overemphasize this. The datasets chosen must be as accurate a cross section of the customer base as possible in order for the results to be valid.

In keeping with the principles we’ve shared in this chapter, a crossfunctional team participated in the process of developing this critical document. Sales was brought in from the start and asked to participate in developing the questions, but as the project progressed, stakeholders from other key areas such as marketing, advertising, logistics, customer service, and e-commerce were involved in the VOC process. To get the fullest possible sense of the customers’ experience, this team created both qualitative and quantitative questions.

These interviews are not your organization’s only sources of information about what your customers expect from you, but they are an essential starting point. Our company started with face-to-face interviews, and we continued them for years. Eventually, however, we changed to telephone interviews due to feedback we received from interviewees during VOC research programs we were conducting for clients. People we were interviewing face-to-face told us that phone interviews were less intrusive and more convenient.

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