Ernan Roman

New technology allows companies to track consumer's every move. However, caution must be taken to ensure that tracking permission is gained before tracking commences.

Companies are failing to connect with customers through personalized interactions. Conversing with customers should now encompass key points of engagement starting with what you name products and services, as well as how you structure ongoing conversations based on the customer's point of view. This requires a whole new way of thinking, but generates significant results. Ernan Roman examines how IBM has connected with "outside in" conversations.

Tis the season for customers to think "sale." However, while customers are concentrating on transactions, companies need to think beyond the holidays. We hope the following 4 tips will help you move beyond "quickie transactions" for the 2013 holiday season to creating relationships for 2014 and beyond.

Many companies capture large quantities of customer data. But few use the data to deliver a competitively differentiating customer experience. Pizza Hut is asking customers to provide their preferences and using that information to deliver preference-driven communications and pizzas.

The airline industry has been fighting passenger negativity regarding a barrage of fees for services that were once free and taken for granted. Now airlines are following the path of retailers and using consumer preference data to create brand new personalized (fee-based) upgrades.

The bad news is that consumer resistance to unauthorized customer tracking is growing. The good news is that many consumers understand that in order to receive more targeted and relevant communications, they need to provide companies with more of their personal information.

Viral emails can often generate greater response and revenue than sales-focused emails. Following are examples and tips for sending engaging/interactive emails that do not contain sales pitches or feature products.

Companies focus on what they want to sell — not how customers want to engage — missing the boat on opportunities to drive initial and ongoing sales. One company that took on the challenge of developing a customer focused business strategy is United Airlines. Starting in 2010 during their merger with Continental they began to build richer customer profiles to increase sales opportunities.

If you are not allocating time for brand reputation management, you will never fully know what your customers are saying to you–and more damaging, saying about you to others. The lesson for all businesses is to truly understand your customers and put in place the ability to listen in every element of the media mix. Using social media monitoring tools, your company can ensure that your brand's reputation is well managed and positive.

Being arrogant in disregarding customer expectations is dangerous. This is a lesson JCPenney found out the hard way when sales dropped 25 percent in 2012.

The banking industry has a lot to teach us about how not to get stuck in a rut of perceived customer satisfaction. According to a recent study, businesses that rely heavily on customer satisfaction surveys as a gauge of overall customer happiness, without an evaluation of total customer engagement, run the risk of losing valuable sales opportunities.

According to a study by Forrester, only 3 percent of websites earn a passing score in terms of user experience. Forrester, only 3 percent of websites earn a passing score in terms of user experience.

Businesses know mobile apps offer tremendous customer engagement opportunities – if done correctly. Unfortunately, businesses can overspend on customer engagement solutions like mobile applications without the engagement payoff. Follow these tips to avoid that outcome.

If you are not creating a personalized preference-driven experience for your customers, they'll go looking for that type of experience--with your competitors. According to a study by MyBuys, an e-tailing group, 40% of respondents stated that they buy more from retailers that personalize their shopping experience across channels.

Just as high fashion brands have been trendsetters in clothing, they are now trendsetters in multichannel marketing. Global fashion icon, Burberry, launched a program recently that upped the ante on multichannel marketing. Burberry’s Millennial-targeted “Runway Made to Order” campaign allowed viewers from around the world to live stream their Fall fashion show, and purchase and personalize items directly from the runway via a state-of-the-art interactive e-commerce platform.

In a study by the Business Marketing Association, most BtoB marketers say customer engagement is a high priority within their marketing organization (72 percent), but 43 percent grade their company's level of customer engagement, a C, with even more giving their companies a D or an F. The opportunity for BtoB marketers: successfully engage their customers by establishing new avenues of relevant communication.

Per recent guidelines, you will be penalized if your emails do not have adequate levels of deliverability and “engagement”. Guest contributor Ernan Roman discusses options to optimize your email marketing campaigns to increase open rates and engagement.

Companies can deepen their customer engagement with by championing powerful causes and making customers feel that your efforts are authentic.

Research from Forrester has found that 90% of consumers distrust brand messaging, including social media. However 70% of consumers believe in recommendations from friends or family. Building communities of engaged, happy customers can be difficult. Incorporate these 5 takeaway strategies from Frito Lay to build better communities.

While not all companies can have a social media "touchdown" like Oreo's now famous Superbowl blackout tweet, real-time marketing is accessible to any size company. Using social media tools, your company can participate in real-time marketing on Twitter to improve brand awareness and connect with your audience. Read on for seven important takeaways for marketers who use top social media tools to manage Twitter and other social sites.