You Talk, Chrysler Listens
Ryan Moede, Former Viget
Chrysler expects to have an advisory panel of some 2,000 people willing to participate online once or twice weekly, VP-Chief Marketing Officer Deborah Wahl Meyer told Advertising Age. "It's a different way to be close to our customers and our future customers" without doing physical focus groups, she said. "We call it on-demand customer collaboration."Chrysler clearly understands they need to bridge the disconnect between their company and what their customers want. I applaud Chrysler for taking this step; but keeping the discussion limited and private seems to be a missed opportunity. Unless this is the first building block of constructing a larger social media initiative, they may end up selling their own efforts short. Nevertheless, score one more for the big brands coming around to realize that the web is a powerful listening tool.