20,000 customers signed up for the Lexus Advisory Board

Article by Christian A., on August 27, 2010

"A great way of listening to customers" is how Lexus describes its Lexus Advisory Board, a program launched in spring to survey Lexus owners about the brand and its products. So far, about 20,000 customers have signed up.

Lexus' research tool can be found at lexusadvisoryboard.com. One questionnaire wanted to find out how owners interacted with social media while another questionnaire asked about their relationships with technology.

Deborah Senior, Lexus corporate manager of marketing strategy and communications, said that the company's product plans will be affected by the upcoming surveys.

Lexus has an aging owner base and it is currently trying to keep its sales lead over Mercedes-Benz and BMW. Lexus is expecting that customer feedback would help.

The Japanese manufacturer sought a wide range of demographics, psychographics and vehicle ownership for its survey base. Senior revealed that as new models are launched, the company will add new members.

Participants get the chance to win monthly prizes of one $500 cash card and two $250 cash cards. There are detractors who say that market research isn't actually that useful.

Senior reasons that this information can be used in combination with information from other resources to develop future plans. She believes that all these information is valuable: "from products to the customer's relationship with the dealer to the ownership experience to how [the company] communicates with them." [via autonews - sub. required]

Topics: lexus

If you liked the article, share on:

Pin It

Comments

Recommended

The German automaker Volkswagen is now racing against time to come up with electric vehicles that will be able to pass Europe and China's stringent emission standard. The car company...
by - March 22, 2017
In the last few years, the advent of compact sedans and crossovers has become quite overwhelming. Even two of the major manufacturers that “started it all” have to admit that...
by - March 22, 2017
By 2020, Audi will be throwing out not just one but three fully-electric vehicles. One of which will be pitted against the BMW i8. This new information was revealed by...
by - March 22, 2017
Tesla confirms that they will be discontinuing the fairly new Model S 60 and 60D sedans as soon as next month. Why, you ask? The company wants to make enough...
by - March 22, 2017
Have you ever wondered how much luxury car companies profit from every vehicle they sell? And which companies profit more? Well, in 2016, Porsche sold over 238,000 vehicles. That is...
by - March 22, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries