Chrysler's Customer Advisory Board connects consumers, OEMs online

Jan. 1, 2020
Chrysler LLC is going straight to its customers to gain insight on product features and technologies with the industry's first online Customer Advisory Board. The online Customer Advisory Board's closed forum leverages the leading-edge technology of
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Chrysler LLC is going straight to its customers to gain insight on product features and technologies with the industry's first online Customer Advisory Board.

The online Customer Advisory Board's closed forum leverages the leading-edge technology of Passenger, which is a leader in on-demand customer collaboration, to engage customers in active collaboration about products and business efforts.

"Through our online Customer Advisory Board, we have a new platform to engage our customers in two-way dialogue so we can harness their insights and vehicle dreams as we move quickly to develop and refine technologies and products," says Deborah Meyer, vice president and chief marketing officer for Chrysler LLC. "Chrysler designers and engineers have always had a pulse on the market to deliver segment-leading products, but the launch of the Customer Advisory Board gives us a new way to connect with our customers to be even more responsive and innovative."

Chrysler LLC, together with its interactive agency, Organic, tapped Passenger to create the Customer Advisory Board's closed online community that will allow for ongoing two-way dialogue. Passenger will provide a combination of social-networking, community-building and collaboration technologies in an intuitive and scalable platform. With its leading-edge software-as-a-service technology, Passenger is providing Chrysler with the ability to facilitate customer collaboration, build advocacy and apply analytical technologies in one single platform.

"The Passenger platform will help Chrysler spark innovation and satisfy a shared desire for meaningful change through ongoing collaboration with its customers," says Justin Cooper, co-founder and chief innovation and marketing, Passenger. "Involving customers in the process promotes active participation and those customers who feel more informed have the ability to share more favorable opinions about Chrysler with their peers, the truest form of advocacy."

Organic, an Omnicom company, remains Chrysler LLC's interactive agency of record for all digital communication, including the design, development and ongoing maintenance of Chrysler, Jeep® and Dodge brand sites, ChryslerListens.com and the Customer Advisory Board.

"Brands that listen thoughtfully to their customers and put them in the middle of their organizations will win in this era where the customer's voice is both strong and visible," says Joe DiMeglio, vice president of engagement management, Organic. "We are incredibly excited about this ground-breaking initiative and helping Chrysler gain an even deeper understanding of their customers-the foundation of all exceptional brand experiences."

How it Works
To participate in the Customer Advisory Board, consumers are invited to submit an application at www.ChryslerListens.com. Participants must be 18 or older, a United States resident and hold a valid driver's license.

Beginning in late-March, Chrysler will begin the initial phase of the Customer Advisory Board, which is a three to four week period when Chrysler will introduce the members to the process and the company.

Once introduced, Chrysler will begin the ongoing dialogue with the Customer Advisory Board members by engaging the community with live, facilitated sessions where they may view media, respond to polls and engage with other members. There will also be discussion sections that allow members to discuss a variety of topics on their own time during a four-week period. Examples of topics may include environmental, safety, quality or technology. Other features include activities to stimulate member creativity and polls for quick feedback on topics. In addition, members may create their own profile and connect with each other through the message center.

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