Raiffeisen: evolaris analyses the success factors for the set up and operation of a customer panel
The general conditions for the constitution of a customer panel for market research purposes was analysed within the framework of a feasibility study conducted for the Raiffeisenlandesbank Steiermark. An important advantage of the customer panel is that it rapidly and reliably makes available valuable data on the various sales activities and the resulting decision-making support. Ongoing monitoring can be used to directly measure the acceptance of measures among customers. Success factors for panel management, such as regular, active communication with the panellists and continuous updating of master data, were identified. Other criteria for good panel management are the structured recruitment of customers for the panel and the integration of the panel list data into a panel management application.