"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]