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Don't just sell to them - involve them!
A customer advisory council is a representative group of customers who agree to share their buying and usage experience as well as evaluate new products and services. They provide an ongoing source of feedback to help shape and define the direction of your company. But is this level of interaction right for you?
In the rapidly changing marketplace in which we operate, no company can afford not to listen to their customers. Measuring client satisfaction is a good place to start, but some companies are embracing their clients as an integral part of their research and development process.
A well defined customer advisory panel, with clear goals and a motivated, participating group of specialist customers (e.g. from certain regions, markets, customer types etc) can have a powerful impact on a companies product, partnership and marketing strategies. The programme needs to engage participants on an ongoing basis, with well facilitated sessions that present issues, opportunities, concepts from the ‘customers’ perspective.
But, it’s a path that’s not right for all. If you have two or more of the following characteristics you may find it of value:
Extensive competition.
You can develop a strategic advantage when gathering competitive information about your customers. Discover how your customers feel about your competitors’ offerings; identify gaps in their offer, needs that are not being met.
Impact on your customers business
If you are an important supplier or partner to your customer, they will have a vested interest in becoming more involved in such a programme.
Large customer base
Keeping close to a wide and varied customer base is a real challenge to companies. Bridge the gap and invite a cross section of them to participate in your advisory panel to help you stay in touch and remain connected with their needs.
Want to capture a greater share of your customers spend?
If you are constantly searching for ways to ‘up-sell’ to your clients and take a greater share of their expenditure, you may be able to develop a list of possible products and services of interest. A customer advisory panel can help you prioritise these offerings and understand the best approach for targeting and launch.
Need to prioritise from many growth options?
You can leverage your customer advisory panel to identify, evaluate and prioritise your options for business expansion. Customer specialists can also help you drill down to evaluate or validate the development or launch activities that you are planning.
If these strike a chord for your business, you can join the rank of companies that view customer advisory panels as an integral way to conduct their business. Helping them make more informed investments, allocation of resources and achieve higher revenues with their valued client base.
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