ERDM

SEPTEMBER 21, 2018

Extensive Voice of Customer (VoC) research conducted by our firm, ERDM , for clients such as IBM, Microsoft, Gilt, QVC, Shinola and HP, indicates a high level of BtoC and B2B frustration with the poor quality of today's personalization, CX and lifecycle engagement. Given this frustration, and in spite of data privacy concerns, customers are willing to provide deep B2B or B2C information to drive proactive, explicit personalization.

Innovation 40

Innovation Tips B2C B2B 40

ERDM

OCTOBER 10, 2018

Article by Ernan Roman Featured on CMO.com Sean Ebeling applies his passion for personalized, results-driven marketing at financial services firm Edward Jones, where he is a CX specialist and part of the client experience team. Ebeling has invested 25 years on the agency and client sides of direct, database, and now, champions people-based marketing for innovative brands such as AT&T, American Express, and the Salvation Army.

B2C 40

B2C Innovation B2B Financial 40

ERDM

OCTOBER 29, 2018

Article by Ernan Roman Featured on CustomerThink.com. 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.

Engagement 40

Engagement Tips Consumers Communication 40

ERDM

NOVEMBER 8, 2018

Article by Ernan Roman Featured on ANA.net Welington Fonseca is the SVP of global customer marketing at Shiseido Group, one of the oldest cosmetics companies in the world, with brands including NARS, Shiseido, and Bare Minerals. He has been driving innovation at the company's data-driven, multitouch-point marketing ecosystem, and he is also a key stakeholder in the company's digital center of excellence.

Retail 40

Retail Innovation Communication Customer Retention 40

ERDM

DECEMBER 13, 2018

Article by Ernan Roman Featured on ANA.net Jon Affatato is a director in global marketing operations at American Express, where he is responsible for vendor management, execution of prospect and customer acquisition direct marketing, and web personalization. His team innovates to maximize ROI and channel integration across a wide variety of both consumer and small business segments.

Marketing 40

Marketing Social Media Innovation Advertising 40

ERDM

JANUARY 7, 2019

Article by Ernan Roman Featured on CustomerThink.com. 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.

Tips 49

Tips Consumers Brands Feedback 49

ERDM

JANUARY 22, 2019

Article by Ernan Roman, President, ERDM Corp. and Scott Emmons, former Head of the Innovation Lab at Neiman Marcus Featured in the Journal of Digital & Social Media Marketing A recent study by Retail Info Systems asked execs, ‘Who does personalisation best?’.* The highest-ranking answer? ‘No one’! By using customer insights and authentic self-defined preferences, however, it is possible to achieve a fivefold increase in response and engagement rates, as demonstrated in the case study in this

Customer Experience 49

Customer Experience Video Sales ROI 49

ERDM

FEBRUARY 25, 2019

Article by Ernan Roman Featured on CMO.com. People want to share. And they want to share their experiences with brands. It makes them feel good. They feel especially valued when you demonstrate that you care about their input. So, when’s the last time your company gave customers the opportunity to share? Findings from the last nine months of customer experience-focused voice-of-the-customer research conducted by our firm, ERDM, indicate that customers passionately want to be recognized, included

Consumers 40

Consumers Tips Feedback Survey 40

ERDM

APRIL 4, 2019

Article by Ernan Roman Featured on CustomerThink.com 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.

Engagement 40

Engagement Marketing Policies Loyalty Programs 40

ERDM

MAY 6, 2019

Article by Ernan Roman Featured on CMO.com. When we read about personalized marketing, we tend to think first about B2C—the ads for camping gear we’ll see on a website because we last searched for “tents” on Amazon, for example. Yet what about B2B personalized marketing? It exists and, perhaps surprisingly, welcomed. To that end, recent voice-of-the-customer (VoC) research conducted for a variety of clients by my firm, ERDM, yielded some important findings.

B2B 40

B2B How To B2C Guidelines 40

ERDM

JUNE 10, 2019

Article by Ernan Roman Featured on Association of National Advertisers. We were honored to learn that our article was selected as a winner in the 2019 Customer Experience Update MVP Awards, in the Vision and Strategy category! We wanted to share this article with you, in case you missed it when it originally appeared in the ANA published Marketing Maestros column.

Measurement 40

Measurement Customer Engagement Engagement Data 40

ERDM

JULY 15, 2019

Article by Ernan Roman Featured on CMO.com. Despite the fact “algorithms” is part of her title, Kamelia Aryafar, Overstock.com’s chief customer and algorithms officer, is all about gathering explicit feedback from customers rather than relying solely on computer data and making click-based assumptions. Aryafar, who leads the online retailer’s machine learning, data science, data engineering, and analytics functions, joined Overstock.com in 2017.

Feedback 40

Feedback Innovation Conference Customer Relationship Management 40

ERDM

NOVEMBER 13, 2019

Article by Ernan Roman Featured on CMO.com Millennials and Gen Zs view traditional loyalty programs as “manipulative,” “hierarchical,” and “built around exclusions.”. image courtesy of CMO.com. Those are highlights from VoC research conducted by ERDM for Detroit-based watchmaker Shinola, which was looking to revamp its loyalty program. These points also underscore findings from similar research done for other brands, whose customers, across all generations, have knocked loyalty programs for tyin

Loyalty Programs 49

Loyalty Programs Loyalty Omni-Channel Advertising 49

ERDM

FEBRUARY 20, 2020

Innovator Interview by Ernan Roman Featured on CMO.com Elisha Heaps understands the value of data. But Heaps is pragmatic about data, too. She is, after all, principal data scientist at Staples, the office supplies retail company, where her responsibilities include developing artificial intelligence (AI) and machine-learning techniques to drive its e-commerce business.

Data 52

Data Retail Tips Course 52

ERDM

APRIL 16, 2020

Article by Ernan Roman Featured on CMO.com For many organizations, the coronavirus has altered the way people work—with the most obvious change, of course, coming in the form of closed offices and people working remotely. B2B firms are no exception. However, in these days of social distancing, it’s especially important that companies remain connected with their employees and customers.

B2B 59

B2B Marketing Study Connections 59

ERDM

JUNE 4, 2020

Article by Ernan Roman Featured on CMO.com For Condé Nast, it’s not just about bringing more eyes to the media brand’s many websites. It’s also about zeroing in on providing a great experience, especially for highly engaged, loyal readers, says Ainul Huda, vice president of analytics, marketing, and audience development at the media company, whose brands include Bon Appetit , GQ , The New Yorker , and Vogue.

Analytics 59

Analytics Consumers Entertainment Analysis 59

ERDM

JUNE 4, 2020

Article by Ernan Roman Featured on CMO.com For Condé Nast, it’s not just about bringing more eyes to the media brand’s many websites. It’s also about zeroing in on providing a great experience, especially for highly engaged, loyal readers, says Ainul Huda, vice president of analytics, marketing, and audience development at the media company, whose brands include Bon Appetit , GQ , The New Yorker , and Vogue.

Analytics 52

Analytics Consumers Entertainment Analysis 52

ERDM

APRIL 16, 2020

Article by Ernan Roman Featured on CMO.com For many organizations, the coronavirus has altered the way people work—with the most obvious change, of course, coming in the form of closed offices and people working remotely. B2B firms are no exception. However, in these days of social distancing, it’s especially important that companies remain connected with their employees and customers.

B2B 52

B2B Marketing Study Connections 52

ERDM

FEBRUARY 20, 2020

Innovator Interview by Ernan Roman Featured on CMO.com Elisha Heaps understands the value of data. But Heaps is pragmatic about data, too. She is, after all, principal data scientist at Staples, the office supplies retail company, where her responsibilities include developing artificial intelligence (AI) and machine-learning techniques to drive its e-commerce business.

Data 78

Data Retail Tips Course 78

ERDM

NOVEMBER 13, 2019

Article by Ernan Roman Featured on CMO.com Millennials and Gen Zs view traditional loyalty programs as “manipulative,” “hierarchical,” and “built around exclusions.”. image courtesy of CMO.com. Those are highlights from VoC research conducted by ERDM for Detroit-based watchmaker Shinola, which was looking to revamp its loyalty program. These points also underscore findings from similar research done for other brands, whose customers, across all generations, have knocked loyalty programs for tyin

Loyalty Programs 72

Loyalty Programs Loyalty Omni-Channel Advertising 72

ERDM

JULY 9, 2019

Article by Ernan Roman Featured on CMO.com. Despite the fact “algorithms” is part of her title, Kamelia Aryafar, Overstock.com’s chief customer and algorithms officer, is all about gathering explicit feedback from customers rather than relying solely on computer data and making click-based assumptions. Aryafar, who leads the online retailer’s machine learning, data science, data engineering, and analytics functions, joined Overstock.com in 2017.

Feedback 66

Feedback Innovation Conference Customer Relationship Management 66

ERDM

JUNE 10, 2019

Customer Engagement 69

Customer Engagement Measurement Engagement Data 69

ERDM

MAY 6, 2019

Article by Ernan Roman Featured on CMO.com. When we read about personalized marketing, we tend to think first about B2C—the ads for camping gear we’ll see on a website because we last searched for “tents” on Amazon, for example. Yet what about B2B personalized marketing? It exists and, perhaps surprisingly, welcomed. To that end, recent voice-of-the-customer (VoC) research conducted for a variety of clients by my firm, ERDM, yielded some important findings.

B2B 40

B2B How To B2C Guidelines 40

ERDM

APRIL 4, 2019

Article by Ernan Roman Featured on CustomerThink.com 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.

Engagement 53

Engagement Marketing Policies Loyalty Programs 53

ERDM

FEBRUARY 25, 2019

Article by Ernan Roman Featured on CMO.com. People want to share. And they want to share their experiences with brands. It makes them feel good. They feel especially valued when you demonstrate that you care about their input. So, when’s the last time your company gave customers the opportunity to share? Findings from the last nine months of customer experience-focused voice-of-the-customer research conducted by our firm, ERDM, indicate that customers passionately want to be recognized, included

Consumers 53

Consumers Tips Feedback Survey 53

ERDM

JANUARY 22, 2019

Article by Ernan Roman Featured in the Journal of Digital & Social Media Marketing A recent study by Retail Info Systems asked execs, ‘Who does personalisation best?’.* The highest-ranking answer? ‘No one’! By using customer insights and authentic self-defined preferences, however, it is possible to achieve a fivefold increase in response and engagement rates, as demonstrated in the case study in this paper.

Customer Experience 53

Customer Experience Video Sales ROI 53

ERDM

JANUARY 7, 2019

Article by Ernan Roman Featured on CustomerThink.com. 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.

Tips 53

Tips Consumers Brands Feedback 53

ERDM

DECEMBER 13, 2018

Article Ernan Roman Featured on ANA.net Jon Affatato is a director in global marketing operations at American Express, where he is responsible for vendor management, execution of prospect and customer acquisition direct marketing, and web personalization. His team innovates to maximize ROI and channel integration across a wide variety of both consumer and small business segments.

Marketing 40

Marketing Social Media Innovation Advertising 40

ERDM

NOVEMBER 8, 2018

Article by Ernan Roman Featured on ANA.net Welington Fonseca is the SVP of global customer marketing at Shiseido Group, one of the oldest cosmetics companies in the world, with brands including NARS, Shiseido, and Bare Minerals. He has been driving innovation at the company's data-driven, multitouch-point marketing ecosystem, and he is also a key stakeholder in the company's digital center of excellence.

Retail 40

Retail Innovation Communication Customer Retention 40

ERDM

OCTOBER 29, 2018

Article by Ernan Roman Featured on CustomerThink.com. 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.

Engagement 56

Engagement Tips Consumers Communication 56

ERDM

OCTOBER 10, 2018

Sean Ebeling applies his passion for personalized, results-driven marketing at financial services firm Edward Jones, where he is a CX specialist and part of the client experience team. Ebeling has invested 25 years on the agency and client sides of direct, database, and now, champions people-based marketing for innovative brands such as AT&T, American Express, and the Salvation Army.

B2C 40

B2C Innovation B2B Financial 40

ERDM

SEPTEMBER 21, 2018

Extensive Voice of Customer (VoC) research conducted by our firm, ERDM , for clients such as IBM, Microsoft, Gilt, QVC, Shinola and HP, indicates a high level of BtoC and B2B frustration with the poor quality of today's personalization, CX and lifecycle engagement. Given this frustration, and in spite of data privacy concerns, customers are willing to provide deep B2B or B2C information to drive proactive, explicit personalization.

Innovation 68

Innovation Tips B2C B2B 68

ERDM

SEPTEMBER 6, 2018

Article by Ernan Roman Featured on CMO.com During a recent conversation with Ruth Crowley, vice president of customer experience design at Lowe’s, I was struck by her statement that “to the customer, it is not an omnichannel experience. It is their experience.” Crowley is responsible for leading her team’s efforts to create cohesive customer experiences that are emotionally and seasonally relevant and aligned with strategic company objectives.

Customer Journeys 40

Customer Journeys Retail Omni-Channel Entertainment 40

ERDM

AUGUST 2, 2018

Article by Ernan Roman Featured on CustomerThink.com 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 those which involve and integrate every department

Tips 51

Tips Customer Experience Customer Service Touchpoint 51

ERDM

JULY 6, 2018

Article by Ernan Roman Featured on CustomerThink.com 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.

Brands 45

Brands Consumers Connections Leadership 45

ERDM

JUNE 21, 2018

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 Innovators.” 1.

Innovation 56

Innovation B2C B2B Tips 56

ERDM

JULY 24, 2017

Article by Ernan Roman Featured on CustomerThink.com “Our leaders quickly realized that before we could use digital to transform our customers and the world, we needed to transform ourselves.” This according to General Electric Co. CMO, Linda Boff, “Over the last few years the company changed its way of doing business at every level. And, per Boff, “When we apply these technologies in our teams and facilities, our customers and markets can reach their potential.

Customer Voice 40

Customer Voice Brands Customer Experience ROI 40