Ernan Roman
CMO.com
New York, NY, United States
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Past articles by Ernan:
Cisco VP: ‘Customer Experience Drives Emotional Connections’
Without a strong purpose, customers have no reason to engage with your brand, says Joseph Bradly, global vice president of Cisco’s IoT, blockchain, AI, and incubation businesses. → Read More
Don’t Let Lack of Customer Trust or Feeling Valued Undermine Marketing Engagement
Let’s discuss two factors that will derail your marketing: lack of trust and lack of feeling valued. If consumers do not have a perception of trust regarding your company, they’ll have no interest in anything you have to say to them. Similarly, if you do not demonstrate to consumers that you value them, this will further erode their trust and they will move on. How Consumers View Value Findings… → Read More
Two Tips to Stop Placing the Burden for Good CX on Your Customers
A colleague recently ran into a very frustrating customer experience. This situation raises the question— why are so many companies placing the burden for good CX on the customer? > After several unsuccessful attempts to pair a new smart home device with a product’s app, my colleague contacted customer service. In response to her inquiry, she was presented with a lengthy set of emails that… → Read More
Two Tips to Stop Placing the Burden for Good CX on Your Customers
A colleague recently ran into a very frustrating customer experience. This situation raises the question— why are so many companies placing the burden for good CX on the customer? > After several unsuccessful attempts to pair a new smart home device with a product’s app, my colleague contacted customer service. In response to her inquiry, she was presented with a lengthy set of emails that… → Read More
3 Tips for Re-Engaging Lost and At-Risk Customers
Findings from recent Voice of Customer (VoC) research we conducted for Fortune and Growth brands indicate a disturbing trend: increasing customer churn. Given the high cost of acquiring customers, improved retention strategies are essential. A common theme across our research findings is the speed and volatility of changes in the needs and preferences of customers and… how slowly marketers take… → Read More
Are You Really Engaging Customers? 3 Tips to Get It Right
Too many marketers assume that their strategies and offers are engaging their customers. This assumption is often wrong. Unless you are engaged in two-way dialogue and providing value-added communications…you have NO idea what customers think about your business and your marketing tactics. We just completed VoC research for a major up and coming brand. A key competitive differentiator cited by… → Read More
Comcast’s Dan Keir Puts Innovation To The Test
Article by Ernan Roman Featured on CMO.com Dan Keir is senior director of direct marketing at Comcast. He has extensive experience optimizing campaigns for both B2C and B2B companies, with a particular focus on test and learn, direct response, and campaign analytics. Keir’s key priority? Disciplined and innovation-focused testing, as he explains in this edition of “4 Questions For Digital… → Read More
‘Treat Your Customers Like Treasured Friends,’ Says Sugarfina Co-CEO
With more than 50 retail locations across North America, Sugarfina has built a reputation as the category disruptor in the $200-billion confections industry. Here’s how. → Read More
3 Tips to Ensure Customer Service Matches Your Promised Customer Experience
Marketers are constantly introducing newer and more sophisticated Customer Experiences (CX). But, how do you ensure that all of your customer touchpoints will align with the promise of these new CX improvements? Based on our VoC research, we have learned that the brands most successful in making their CS (Customer Service) and back-end processes align beautifully with their front end CX, are… → Read More
Comcast’s Dan Keir Puts Innovation To The Test
“A strong test-and-learn practice is critical to drive improvement in the customer experience and your results,” says Dan Keir, senior director senior director of direct marketing at Comcast. → Read More
Demonstrating Authentic Caring: How Two Brands Missed the Boat and Nestle Got It Right
To be successful, brands need to listen to the voice of their customers and then act on those learnings! Our VoC research has shown that consumers want authenticity and genuine connections with brands. They don’t want to be sold. They want sincere relationships. But the burden is on marketers to step up and deliver. > “It’s more important than ever for marketers to deeply understand their… → Read More
The Latest Moment In The Purchase Path Runs On Four Wheels
“As mobile and in-dash experiences in the car evolve, it’s quickly becoming an important place for purchase decisions,” says Paul Murray, director of digital experience at Dunkin’ Brands → Read More
“Better Customer Journey Analytics are Critical” says Red Cross Loyalty Lead
Andrew George is the Lead for Loyalty and Retention at the Canadian Red Cross. He spent the last 3 years focused on customer experience initiatives and analysis and customer journey discovery. Andrew is a former Loyalty360 Gold Award winner in the category of Brand Messaging and Communication in the Customer Experience category. Andrew recently participated in our “4 Questions for Marketing… → Read More
4 Actions For Pharma to Remove Damaging Barriers with Customers
Ernan Roman explores recent research showing that pharma and biotech companies make expensive mistakes by neglecting the power and necessity of customer experience strategies. “A bad customer feeling is like a hole in an airplane. That one small hole can suck out the pressure and down the plane. One can’t underestimate the power of bad feelings in the tight knit world of a lab or campus.” Those… → Read More
How Stitch Fix Shows They Truly Care About Their Customers
Chevron CEO and Chairman John S. Watson recently noted, upon his retirement, “The sooner you learn about reading people, listening to others and building relationships, the sooner you will be more effective.” And though Watson was referring to business relationships, this comment should be taken to heart by marketers regarding how they build relationships with customers. Why Brands Need to Care… → Read More
Powerful Personalization: How to Provide Value and Avoid “Creepy”
Personalization is a popular idea for brands and consumers alike. But few brands are able to deliver on customer expectations. Ernan Roman of ERDM conducts specialized VoC research to identify high impact CX strategies which generate significant increases in revenue. In this video, Ernan shares how to “crack the code” for personalization success. * Why customers are willing to provide deep… → Read More
‘Personalization Is The New Loyalty,’ Says Neiman Marcus VP
Jeff Rosenfeld is the vice president of customer insight and analytics for The Neiman Marcus Group, where he is responsible for leveraging analytics to drive revenue. His team focuses on personalization, web analytics, media-mix attribution, product and customer insight, and business intelligence. While not at work, Rosenfeld serves as a board member for charity and academic institutions, is an… → Read More
GM’s Global Director Of CX Answers 4 Questions For Digital Innovators
As global director of CX strategy and enterprise experiences at General Motors, David Mingle has spent the past four years laser-focused on transforming the customer experience. “There is a lot… → Read More
‘Tech Has To Adapt To People,’ Says Lowe’s Innovation Labs Leader
Amanda Manna, head of narrative and partnerships of Lowe’s Innovation Labs, provides an interesting, perhaps even surprising, take on technology. → Read More
Learn from Innovators Transforming Companies to Align with Customers
Summary: For years brands told consumers “YOU play by OUR rules.” Now, innovative companies are transforming themselves and developing new products/services built specifically to deliver… → Read More