A so-called customer parliament is a moderated dialogue between a company and its customers.

The name “customer parliament” draws on the parliamentary principles by which the representatives of the people shape a country’s legal system. Customer parliaments also have “committees” and put their “motions” to a vote. They also make definite suggestions on how to improve customer relations.

When does it make sense to set up a customer parliament?
A customer parliament makes sense, for examples, when a company has lost sight of its customer focus or seriously wants to improve its relations with its customers.

What can be achieved with the help of a customer parliament?
A customer parliament is an excellent way of raising an organisation’s awareness of the needs of its customers and obtaining valuable direct feedback in the form of suggestions and expectations.

How does a customer parliament work?
Preparation
First of all, you have to identify your most important customers and hold a preparatory session to select the customers you want to invite to participate in the parliament.

Workshop
In addition to the customers you invited to take part, representatives of your own organisation will also join in and take the role of “reporters” and “observers”. The moderators serve as “parliamentary presidents” and guide the participants throughout the entire programme.

1) Opening of the parliamentary sitting: after a brief introduction and clarification of the goals, roles and proceedings, the customer representatives and the participating members of the organisation introduce themselves to each other.

2) The customers provide feedback on their level of satisfaction with the organisation and its services and/or products. They give the organisation an overall mark and describe what they think it does well and what it does not do so well.

3) The customers discuss (in focus groups or “committees”) what could be done to improve customer relations and formulate “motions” accordingly.

4) The committees communicate their “motions” to the parliament.

5) A short break is held to allow the “reporters” and the “observers” to prepare for the subsequent question and answer session (which takes the form of short interviews).

6) Three to four “reporters” are now given the chance to clarify any open questions to make sure they have a clear picture of the “motions”. Both the “parliamentary presidents” and the “observers” document what is said.

7) The next steps in the procedure are now explained. A report for the organisation is prepared and approved by the customer representatives prior to publication. The organisation evaluates the “motions” it contains and introduces measures to improve customer relations. An optional follow-up session can also be included to allow the affected members of the organisation to work more closely on certain aspects of the “motions” with the relevant customers.

8) After a brief closing session, the organisation thanks the customers for their willingness to participate and takes its leave.

Follow-up
The organisation reflects on what happened in the parliamentary sitting and draws the necessary consequences. The “article” written by the “journalists” is used for internal and external communication purposes. Customers are informed of further activities and measures as soon as they happen. A customer parliament is usually the starting point for a further process to improve customer relations.