 |
|
|
|
|
 |
|
|
|
|
|
|
“Involving clients directly”
Good relations with customers and business partners and a direct knowledge of them has a central influence on the success of a company. It also determines the level of employee motivation and influence of company culture. Customer workshops and customer conferences can supply the company with valuable and future-oriented impetus and at the same time make it aware of grievances at an early stage. Customer conferences (and/or a regular customer parliament) are extremely suitable for checking how customer-oriented the company is, and put this pretension into practice directly. Once contact with the customer has stopped, however, it is difficult and costly to find out the cause and to take corrective action. The most important tool of a customer conference is a structured workshop that offers the company the possibility to work on significant issues together with its customers, suppliers, cooperation partners, authorities, institutions or with representatives of the target group "consumers", creating good relationships, making necessary improvements, demanding adjustment of the product to new market trends or opening up new market segments.
|
|
|
|
Advantages of customer workshops/conferences
|
You receive an extract of possible market opinions on the question asked in an easy and quick way
|
|
|
Customer conferences show up spontaneous reactions, ideas and points of view
|
|
|
The possible opinion spectrum of the market will be elucidated clearly
|
|
|
Customer conferences give the company new ideas and tips for possible innovations and can help reinforce certain strategies
|
|
|
Group dynamic processes enable the development of a multitude of viewpoints on a particular question
|
|
|
An understanding of the congruencies and backgrounds behind certain opinions is built up
|
|
|
New questions that arise in the discussion can be followed up depending on the situation
|
|
|
A certain quantification of the results can be achieved via paper & pencil methods (short scaling, semantic differentiation, terms classification...) |
What questions are suitable for customer workshops/conferences?
Customer conferences or customer workshops are suitable for all company-relevant questions which involve getting market opinion in a direct and above all rapid manner.
|
|
Questions on aspects of the image of a brand, a product or the company as a whole
|
|
|
Questions on customer satisfaction with regard to changes made
|
|
|
Surveys about what customer wants prior to introducing something new
|
|
|
Questions on acceptance of new product and service ideas
|
|
|
Requests for changes amongst potential and existing customers
|
|
|
Product development and product monitoring |
How do we proceed?
|
|
We coordinate aims, questions and general framework with the customer and develop a structured guideline
|
|
|
Via existing customer data material and/or the small ads we recruit the research participants according to agreed criteria (e. g. in the form of a quota plan divided into age, gender, customer/non-customer, brand usage)
|
|
|
The invited target group discuss company-relevant questions under the guidance of an experienced moderator
|
|
|
Normally, the client takes part in the conference
|
|
|
Via the use of moderation techniques and projective procedures, possible verbalisation inhibitions will be eliminated
|
|
|
A customer conference normally lasts 2-3 hours – depending on type and scope of the questions, also a one-day workshop or a scenic dramatisation may be suitable
|
|
|
The central results are analysed together with the client at the end of the customer conference and are then summarised in a chart report |
Information and advice
For questions and further information and advice on setting up and implementation of customer workshops and customer conferences, our employees are ready to help you. We will gladly submit you an individual quote.
|
|
|
|
|
|
|
|
|
|
|
|
