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A personal client panel acts as a source of
ideas for business development
"We started our own Internet based client
panel in cooperation with Zapera three years ago," says Cecilia
Ahlgren Fries, Nordic marketing manager at the Observer. First of
all it served the purpose of knowing our position on the market,
before the merger with our subsidiary company Waymaker.
"Since then a lot has happened which is
why we have decided to run an Internet based client panel every year.
We are going to use it again this year and are planning to use it as
a continuous tool. Everything is moving fast so we need to adapt
with the panel on a regular basis," says Cecilia.
We can measure in the panel how the Observer
is perceived by new and old employers. What is good and what needs
to be changed? Which services are missing? How is the personal
service perceived?
Observer has approximately 3000 clients - all
with different needs. The panel consists of a variety of people from
managers of investor relations and PR, information managers at
public and private organisations, PR and communication consultants
to traditional small or medium sized enterprises.
It is furthermore worth noticing that the
clients are very cooperative, answering the questionnaires as soon
as we send them out. They are often very busy and stressed in their
jobs and they appreciate being able to answer the questionnaires
whenever it suits them. The simplicity and the quick feedback are
two of the great advantages of using an online panel.
The client panel functions as a source of
ideas in our business development. It completes the reactions from
clients which our contact persons get from the daily cooperation
with them. Furthermore the client panel is very useful in working
with our internal development. It has appeared that our clients in
general are very satisfied and this is confirmed by the client
panel. This is a great pad on the shoulder to our personnel, which
of course is highly valued.
Observer is a service enterprise, and is world
market leader within communication solutions and monitoring the
outside world. The company covers the whole communication cycle from
searching in media databases, Internet based methods for efficient
distribution of messages, follow-up on publicity to analysis of PR
activities.
Source: Zapera News, Issue 22, May 2006
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