mobile logo
Stay In Touch

Customer Experience Marketing

Contact us at 212-7908-1440 or DMAEducationInfo@the-dma.org to bring this topic to you!


Marketers are faced with unprecedented opportunities and challenges due to the convergence of the empowered consumer, tough economy and widespread adoption of mobile.

The Challenge: The key challenge and opportunity; create a Customer Experience (CX) that satisfies the needs of the new B-to-B and B-to-C consumer who is multichannel/multidevice and expects marketers to use data to understand their individual needs and market to them as individuals.

The Solution: You will learn proven strategies and tactics for achieving double-digit increases in customer engagement and revenue. Companies such as Microsoft, IBM, MassMutual, HMS National and Songza have achieved 10%-35% increases in sales using this 4-step process.

CX strategies will be illustrated with case studies from innovators such as MassMutual, Dell, Gilt, Norton AntiVirus, QVC, DMA ECHO winner HMS National and Songza. Where possible, executives from these companies will present the case studies.

The Expert: Ernan Roman, Marketing Hall of Fame inductee and industry thought leader (named by Online Marketing Institute as one of the "2014 Top 40 Digital Luminaries") created this new workshop to teach you how to address these marketing challenges using the 4-Step Customer Experience Marketing Process.”

Keep Up-to-Date with the #CustomerExperience

What You'll Learn

  • checkmark Detailed guidelines for implementing this process and new Voice of Customer (VoC) research findings regarding social media and multichannel best practices.
  • checkmark 50 Point Customer Experience Checklist to help you transform the quality of your customer experience.
  • checkmark Time for YOU to ask questions and share YOUR challenges.
  • checkmark Real-life application - One entire session will be allocated to LIVE problem solving for three workshop registrants.
  • checkmark A Bonus: The first 10 registrants will receive autographed copies of Ernan Roman's latest book

About The Instructor

Ernan Roman
Ernan Roman, President of Ernan Roman Direct Marketing (ERDM), was inducted into the Marketing Hall of Fame based on the dramatic results companies achieve w... Read More »

Course Pricing

  • dollar Member - $699
  • dollar Non-Member - $999
See The DMA Member Benefits »

Course Duration

  • 6 weeks

Week 1:

  • 2016; convergence of massive opportunities and challenges.
  • What you should learn from the smart marketers and avoid from the not-so-smart campaigns.
  • Understand how customers define high value customer experiences, per VoC research.
  • Multiple ways to capture the voice of your customer and leverage those insights into powerful CX strategies.

Week 2:

  • Continuing the conversation- ways to capture the voice of your customer and leverage those insights into powerful CX strategies.
  • Case study: MassMutual, Using Voice of Customer Insights to Transform the Customer Experience and Significantly Increase Engagement.

Week 3:

  • How to create high response preference databases with customer’s self-profiled information.
  • Case study: Microsoft, Engaging Small Businesses to Provide Opt-In Preferences. Results; Double-Digit Increases in Revenue.
  • Case study: Norton AntiVirus, Innovation in Providing Preference-based, Personalized and Relevant Experiences and Communications.

Week 4:

  • 5 Key requirements for effective and high impact multichannel engagement
  • Case study: DMA ECHO winner HMS National, How VoC Insights Changed Our Culture, the Customer Journey…and Increased Renewals over 50%.

Week 5:

  • How to increase the relevance and ROI of your digital and social media marketing.
  • Case study: Dell, The Power of Social Marketing; How Brands Can Leverage and Integrate Social to Drive Demonstrable Business Value.
  • Case study: Gilt, Innovation in Engaging Customers Across a Complex and Dynamic Multichannel Mix

Week 6:

  • Pulling it all together- by problem solving the challenges of 3 workshop participants.

Bonus Takeaways:

  • The 50 Point Customer Experience Checklist to help you transform the quality of your customer experience.
  • Certificate of Completion will be signed by Ernan Roman.
  • Registrants should submit 2 Customer Experience problems or challenges they would like Ernan Roman to address.

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

Our Brands EducationEventsAdvocacy MembershipAccountability ResourcesKnowledge CenterAbout UsBlogContact Us

Login To Your Account