Question

Topic: Customer Behavior

Tips For Creating A Charter Member Program

Posted by glaurain on 2/24/2010 at 6:32 PM ET 125 Points
About to delve into Product Development for a new highly technical service catered to telecommunications carriers with high bandwidth needs. In most cases, we have relationships with the carriers at some level and do business with them or vice-versa. I' m tasked with creating a Charter Member Program that will both a) Provide discounts to minimize expenses associated with using the service and b) Incent them to actively participate in formulating requirements for the service as well as participating in an ongoing beta test. What tips can you offer how to best structure such a program? Thanks.
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  • Posted on 2/25/2010 at 4:36 PM Accepted
    My suggestion: Talk to the decision makers at your prospective "charter member" companies and ask them what they would like to see in the program. If you do this right, you'll get some very valuable input ... well beyond what you're asking in this question.

    Any suggestions we might make here will likely be based on experience in other industries, different situations, disparate competitive environments, etc. You need input from the people who count in YOUR situation. Ask them.

    If you need help with this, we can provide some guidance on the actual interview process and techniques for asking truly high-gain questions. Or you can find a professional market researcher and pay him/her for a few hours of consulting time. It will be well worth whatever you spend on it.
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