Filed under: Car Buying, Marketing/Advertising, Chrysler, LLC.
Chrysler tapping consumers to design future products
Chrysler's "It's a new day" ad campaign has been in full swing for about a month, but very little substance has backed up the slogan. Now, Chrysler has extended a somewhat open arm to consumers and asked what they're looking for in a new vehicle. ChryslerListens.com is designed to fill that communications gap, asking customers (in 1,000 words or less) to tell the automaker's PR department what products they want to see coming from Chrysler.
Beyond a basic form on the home page that allows you to speak your voice (you can also call Chrysler or submit something via snail mail), Chrysler is inviting consumers to join the "Customer Advisory Board," what's being billed as a forum that allows the chosen
PRESS RELEASE
Chrysler LLC First in Industry to Launch Innovative Online Customer Advisory Board
- Chrysler LLC leads industry with launch of online Customer Advisory Board to create ongoing two-way dialogue with customers
- Chrysler LLC partners with Passenger®, the leader in on-demand customer collaboration
- Customers may submit Chrysler LLC Customer Advisory Board applications at www.ChryslerListens.com
Auburn Hills, Mich. - Leading with innovation, Chrysler LLC launches industry's first online Customer Advisory Board to establish ongoing two-way dialogue with customers and gain their insights on product features and technologies. The online Customer Advisory Board's closed forum leverages the leading-edge technology of Passenger, which is the 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," said Deborah Meyer, Vice President and Chief Marketing Officer, 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," said 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 years 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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Reader Comments (Page 1 of 2)
FThorn 1:36PM (3/24/2008)
If you put on your submission that you are not a chrysler owner, then they have no one to blame but themselves for not choosing non-loyal, MOPARistas.
This is a great attempt at getting the bellyaching blogger types on board. What better way to do so? If you are sincere enough to devote your time, it could help. Choice is good.
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Luis 7:20PM (3/24/2008)
They should have been listening a LONG time ago. Seems a bit of "too little, too late".
John S 8:33PM (6/20/2008)
In my experience, Chrysler has never listened and, as far as I can tell, they aren't now. Their site seems to be a bone to throw the press when they come knocking w/ all the bad news, seeking comment.
FThorn 9:35PM (6/20/2008)
Well, we have to give them time for the next models/refreshes.
elprogramer 1:41PM (3/24/2008)
I'm sure Lutz is grinding his teeth.
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vintage 1:43PM (3/24/2008)
Chrysler, if you are listening, make something:
1. Smaller.
2. Lighter.
3. Nicely made interior, not luxurious, just decent quality materials
4. SRT4 drivetrain
5. RWD.
It'd sell like hotcakes. Basically a 95-99 neon like car, with RWD, and an interior that doesn't suck. Sell it starting at 18 grand for the 4 cylinder 5spd model, and maybe 23 for the top of the line turbo model. MAKE SOMETHING THAT COMPETES WITH THE WRX AND EVO!
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ckm 1:44PM (3/24/2008)
"WE'RE SORRY. THIS PAGE CANNOT BE DISPLAYED.
The chryslerllc.com site may be experiencing technical difficulties, or your browser settings may need adjustment."
Boy, if they build their cars like they build their website, they're in deep s**t.
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cowbell 1:45PM (3/24/2008)
A faster horse.
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Chaz 1:48PM (3/24/2008)
The solution to dull, unsaleable, design-by-committee/focus group cars is....
another focus group?
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Fatman 1:55PM (3/24/2008)
Oh crap, that's how Ford came up with the new US Focus, customer input. Careful what you wish for.
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tanooki2003 1:55PM (3/24/2008)
Seriously it's too late for you guys ad Chrysler.
If you were listening you would have already ditched pretty much everything in your lineup, minus the Viper, Jeep Wrangler, Caravan, and 300, and start completely over. Also swallow your pride, beg Mitsubishi to recreate a partnership with you bringing back DSM and allowing the designers of Mitsubishi to pick up the small and midsized car segment again. You apparently also need their designers to help you to come up with a 2 door RWD or AWD coupe to challenge the Hyundai Genesis Coupe. Sorry the Charger is plain ugly and needs to die. You will need Mitsubishi engines as well since you just don't seem to grasp the "gas prices are high and we need more economical powertrains" crys. Also have the Mitsubishi designer team create a mid sized sedan for you in order to target the Camry/Accord/Sonata crowd. The 300 just has no place in this category since it is so huge and again the Charger is plain ugly. The Sebring/Avenger cars are a total joke and the Sebring/Stratus should have been left alone during the last generation.
Either way I think you guys are just too late and have already tarnished what's left of your credibility. Instead of introducing new and revolutionary you in turn bring back the old and use those old styling lines, sharp edges, and flat looks throughout the entire lineup, starting with the Challenger.
It was nice knowing you Chryslerbus. You will be remembered like AMC during your once proclaimed glory days.
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Jason 2:36PM (3/24/2008)
Considering how well the Charger has sold, and how many I see on the roads daily, I think you're in the minority thinking it's ugly.
71cuda 3:04PM (3/24/2008)
Aahh... Mitsubishi, the glittering jewel of automotive success. Nevermind that no one would ever talk about them without the EVO. It's amazing that their crack engineers manage to get less MPG out of the Galant than the Sebring 4dr (20/27 vs. 21/30,) and their design team makes it look equally hideous when compared to the Sebring. So that must make them more qualified to take on Camry, Accord, etc. Also, the 300 is way too big because it IS in a larger segment than Camry and Accord. Again that would be Sebring/Avenger. The 300 has been incredibly more successful than any Mitsu product of recent times.
Not that Chrysler has been doing much right lately, but Mitsubishi isn't who they should be looking up to for a success plan.
Jeff 1:34AM (3/26/2008)
Mitsubishi and Hyundai designed most of the 4-cylinder engines (GEMA) that Chrysler uses... you know, the ones with the crappy mileage?
Also, the Sebring/Avenger (along with the Caliber, Compass, and Patriot) already use an inflexible modified Mitsubishi platform... hence the design sacrifices that had to be made.
Not trying to defend Chrysler, just stating the facts. If anyone is to blame, its Daimler, for forcing Mitsu and Chrysler to share.
danielk 2:01PM (3/24/2008)
Is it really that hard?
1. Durable, efficient powertrains
2. Interior materials that don't compromise an otherwise decent interior design.
3. Good solid modern exterior designs
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jim 2:03PM (3/24/2008)
3 words, QUALITY, QUALITY QUALITY. Nothing else matters if you can't accomplish that.
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Chaz 2:26PM (3/24/2008)
Alfa Romeo and VW have made stylish poor quality cars for years, though I guess that's not really Chrysler's niche.
snakesausage 2:15PM (3/24/2008)
We have already begged you for the Jeep Gladiator. Just build it and quit making excuses!
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Robert 3:10PM (3/24/2008)
+1
Tom F 2:26PM (3/24/2008)
I can see the results now:
http://en.wikipedia.org/wiki/Image:The_Homer_by_Carlos_Bisquertt.jpg
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