Review

For marketers like myself, Ernan Roman’s new book, “Voice of the Customer Marketing”, is essential reading. His methodology is laid out in understandable terminology and is practical in its application. Following the steps explained in the book, along with real life case studies, will ensure program success to any marketing program. I have found that the approach works both in traditional online campaigns as well as with social marketing programs. A tour de force… and pearls of wisdom for any marketer looking to truly differentiate their program in a competitive local or global marketplace. The IBM social marketing program for midsize businesses, [...], has benefited greatly from the VOC approach and we are continuing to use it to learn more about our customers and enhance our program.

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