The customer panel Good communication makes good customers…

The situation
A few years ago, we conducted focus groups and a survey to help this customer shape a new textbook in a very fragmented and competitive market. This concept development research had helped our client to shape its book. Now, as the book was being developed, our client asked O’Donnell & Associates to help them stay in touch with the 250 faculty who had been involved in our earlier research.

The process
O’Donnell & Associates put together a plan for keeping in touch, and keeping our client on the radar screen, in the 3 years it took to develop and produce the new textbook. First, we publicized our research findings amongst the panel. And, we sent a letter from the editor asking people what subjects are of greatest interest for a newsletter; we got an astounding 25% response. For our bi-monthly newsletter, we provided insights and ideas and Web links that we gathered from the author team and panelists.

The results
The panelists have responded so positively, that our client has extended the communications process. They have asked us to recruit and facilitate a panel of 10 key adopters. These faculty are helping ensure that the book and package meets the diverse market needs. In addition to live and teleconference meetings, and product reviewing, they keep in touch via a development Website. By the time this book is published, there will be an involved, active group of customers ready to adopt.