The revolutionary five-step Customer Relationship Marketing process that has helped Microsoft, NBC, and IBM, increase sales by 75% "Ernan Roman's "Wisdom of the Customer" methodology has achieved unprecedented results for cutting-edge marketers! Read this before your competitors do." -Don Peppers and Martha Rogers, Ph.D., Peppers & Rogers Group "When HP uses the Voice of the Customer methodology, our marketing campaign results improve dramatically: response rates improve 3X to 10x, sales increase 2x or more, and we can spend far less to get great results. When we don't use VOC, our results can suffer greatly." -Garry Dawson, Hewlett-Packard, Americas Advertising and Direct Marketing Manager "Ernan is a leading expert in creating disciplined "Voice of Customer" driven marketing processes. If you want to move from just talking about VOC to being a leader in implementing it, you must read this book." -Fred Neil, Global Head of CRM, Dell "Finally, someone has found the answer for how to succeed with customer focused marketing. Ernan has pioneered an impressive Voice of Customer process that enables marketers to engage customers on their terms. His book provides readers with a step by step guide for achieving the same levels of success as he has achieved for his impressive list of Fortune clients." -Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University "The clearest and best book yet published on the subject of Voice of the Customer marketing principles. In this hands-on tutorial, Ernan takes you through the steps that can transform your business, putting your customers at the center of defining what is relevant and what will drive deeper engagement." -Bernd Schmitt, Professor, Columbia Business School, Author of Customer Experience Management and Big Think Strategy Voice of the Customer presents a proven step-by-step process for engaging the customer and capturing their "voice" in every step of the sales and marketing process. Ernan Roman shows you the most effective ways to research customer needs and deliver sales/marketing messages that guarantee high returns. The book's case studies demonstrate the most effective uses of Voice of the Customer marketing in action, and the most frequent mistakes marketers make-trying to manage customers rather than continually engaging them; focusing on the needs of the seller, rather than the buyer; etc.-and how to avoid them. For business owners and marketers who seek the wisdom and guidance of their customers, this book delivers the wisdom and experience of true visionary.