Customer Advisory Board
The customer advisory board is an advisory board ( company advisory board ) of selected customers that gives the company feedback and advises it from the customer's point of view. A customer advisory board can supplement and expand the existing market research and complaint management . A customer advisory board can encourage specific product and service improvements or support change processes in the company. If the establishment of the customer advisory board is a serious measure and not just a PR gag , this can also have a positive effect on the customer orientation of a company.
history
The first customer advisory boards were established as passenger advisory boards for local and regional transport companies in the late 1980s and early 1990s. The Würth company has had a customer advisory board since 1981 .
In 2004, Deutsche Bahn was the first national transport company to establish institutional customer participation. The members came from all over Germany. This facility was no longer called the passenger advisory board, but the customer advisory board. The Swiss Federal Railways followed Deutsche Bahn in 2009 with the first Swiss Customer Advisory Board. Since then, companies from a wide variety of industries have set up customer advisory boards - such as B. Financial service providers such as the Ergo insurance group, Commerzbank and Postbank , energy providers such as RWE , Vattenfall and EWE or the airport operator Fraport .
However, setting up and establishing customer advisory boards is not always successful. The customer advisory board set up by Penny in 2009 was dissolved again in 2011.
Individual evidence
- ↑ Musiol Munzinger Sasserath "Customer Advisory Board - A Strategic Instrument for Corporate Development": http://www.slideshare.net/MusiolMunzingerSasserath/kundenbeirat
- ↑ http://www.wuerth.de/web/de/awkg/presse/pm/pm_detail_2561.php