Advice & Insight
Reflections on customer advisory boards, customer relationships, and what it takes to strengthen them both.
Looking for a complete primer on advisory boards? Read The Expert Guide to Powerful Customer Advisory Boards.
Fortune 500 CEO Advice Helps to Drive Customer Engagement
Customer engagement tips for the C-suite
Picking Up the Phone: The Human Touch in Customer Experience
Choosing the phone over email adds value to your relationships with your customers, enriches the customer experience, and increases efficiency.
Creating Signature Client Experiences: Consider Reciprocal Value
It’s a truism in B2B companies that a handful of customers generate the bulk of the revenue, and that keeping and growing a loyal client is far less expensive than finding net new clients. That’s why B2B marketers must develop strategies that help them listen to and engage customers actively in their marketing programs. As you listen, you will find that your customers are as vested in your company’s success as you are in theirs. That common interest is a basis for what we call reciprocal value: the powerful exchange that occurs when both parties get sufficient value out of a program for it to become self-sustaining.
Learn the strongest boards’ five characteristics—and the methods behind them.
Set up a new board for success
Diagnose and improve an under-performing board
Make a successful board even better