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Cornelia Trachsler, EXPERTsuisse AG

«I didn't know something like this existed.»

Cornelia Trachsler, as Head of Communication and Marketing of the EXPERTsuisse association, carries great responsibility: She is an important link between demanding and very heterogeneous members from all over Switzerland on one hand, and a traditional association on the other hand - which constantly has to reinvent itself. She wanted to know exactly what thousands of auditors, tax and trust experts want.

Ms. Trachsler, who is EXPERTsuisse?

EXPERTsuisse is the Swiss association for auditing, tax and trust services, which has been committed for over a century to its federally certified experts and experts, as well as 800 member companies. On one hand, we provide this entire universe with high-quality specialized information and thus also function as a publisher. And on the other hand, with our educational offerings, we are the leading address for the professional qualification of our members.

«The whole thing was a big, positive surprise.»

You have great influence in Switzerland.

Yes, indeed. Our members serve companies that together generate well over 2/3 of Swiss economic output.

What does your association live on?

EXPERTsuisse stands on three pillars: professional education and certification, high-quality specialized content, and a strong member network.

What problem brought you to us?

I prefer to call it a challenge: Last year we turned 100 years old. In today's world, the need for information and the way information is consumed or obtained has changed enormously. And if you've been publishing specialized magazines for years, with classic checklists and a large, heavy handbook, then the question arises: Are we doing this because we want to, or are we doing it the way our members want it?

In short: We had hypotheses, but no validation of what our members actually want in the area of publications.

So the core question was?

How do we need to align our publication world in the coming years so that the member says: "I pay the contribution because what I get is relevant and available in the right form and quality."

Why did you choose BrainE4?

Chance played a role. We just knew we couldn't get any further with the previous analyses. An employee came across BrainE4 and the presentation convinced us.

What specifically?

That open questions can be asked and answered openly, and in doing so a structured form and analysis of the answers emerges. I didn't know something like this existed.

«I would recommend BrainE4 to ourselves - for further surveys.»

Open questions like...

Simply in the style of "How do you want it, how do you imagine it?" This ultimately resulted in a concrete catalog of needs and measures. That was a big, positive surprise.

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You had your own idea of what people want and entered this in the form of "hypotheses" into the online dialogue. How did these hypotheses perform?

The hypotheses performed well. There was practically none that was in total contradiction to the overall opinion. But the ranking clearly showed how we should act in order to meet the needs of the members.

Were there no surprises?

There were. The surprise was the significance and clarity of the results. I believe the more clearly you can see it, the more pressure is created by expectations. As a project team, we can now go and say: 800 members predominantly see it in this direction. Thus, from the findings, we derived over 20 concrete recommendations for action and implementation measures.

Who would you recommend BrainE4 to?

I would recommend BrainE4 to ourselves - for further surveys.

And otherwise?

Basically anyone who has a product or service that needs to evolve in the market. Such position determinations are extremely valuable.

But again: Primarily, I would recommend it to us internally. Because the question of what our raison d'être as an association will look like in five or ten years, we cannot simply answer ourselves. Ultimately, our members must give us this answer.

Interview: thk

Facts:

Registered participants: 682

Target group (volume): 11'000

Opinion duels: 11'000

Contact:

Cornelia Trachsler

Head of Communication & Marketing

EXPERTsuisse AG

Tel: +41 58 206 05 15

Mail: cornelia.trachsler@expertsuisse.ch

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