What is a customer advisory board?
Companies apply “customer advisory board”, “client advisory council”, and similar terms to almost any forum involving customer input and interaction. Such a broad definition—“a forum for customer feedback”—causes confusion. Which customers? Feedback about what? Who needs insight? How will they use it?
Customer advisory boards are strategy-level listening and sounding boards
Consider three different levels for customer feedback—product, solutions, strategy. Do you have a clear consensus about which kind of forum you’re trying to create?
PRODUCT | SOLUTIONS | STRATEGY | |
---|---|---|---|
Call it... |
User Group |
Focus Group |
Customer Advisory Board |
Why |
Improve satisfaction with specific, existing products or services |
Develop new products or services |
Accelerate change |
Who |
Day-to-day, tactical users |
Tactical users, process owners, or others with a view on need |
Peer executives from customer organizations and your own |
Farland Group’s definition of a customer advisory board
In our minds, a customer advisory board is a strategy-level listening tool and sounding board that offers equal value to both you and participating customers:
builds relationships between key, senior customers and stakeholders
meets multiple times a year
advises on and shapes strategy, product/service direction, and innovation
fosters an ongoing, collaborative dialogue about the market
A customer advisory board IS NOT a:
lead generation tool
conference or event
focus group
research program
Conspicuously absent: Any type of selling, pitching, or in-depth product testing and discussion. Why? Those discussions misuse your advisors’ time. They undermine the trust, energy, and engagement that are critical to get the most valuable, strategic advice.