
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.
Customer Advocates are Your Content Engine
Content marketing is a growing area of investment. Building content that connects to prospects and customers can be most powerful by enlisting your customer advocates.
From One Generation to Another, Technologically Speaking
During a recent meeting I attended, we discussed how this evolution of technology, or digitization, affects the workforce — specifically how millennials are driving culture change and the difference in millennials from past generations.
Customer Advisory Boards: Invest in Your Customer
Deeply understanding the needs and requirements of your customers requires an investment. Investment of time to establish strong relationships and trust with your customers; that trust will lead to hearing their honest assessments of your business model, products, services and people.
To Dial, Or Not To Dial…That Is The Question!
We live in an era where technology is full-steam ahead and constantly changing. We hear this from our clients throughout our work at Farland Group — that companies are in a game of cat-and-mouse to keep up with one another. Technology is the reason it’s so easy to open my email first thing in the morning and send that quick note to the assistant I’ve been chasing for two weeks.
Measure Your Teams on Customer Outcomes Not Contract Delivery
B2B leaders often measure their teams on contract terms and SLAs instead of customer outcomes and business goals. This is short sighted and can result in limited engagements.
Customer Advisory Boards: The Value of a Feedback Loop
In our experience, Customer Advisory Boards serve as a very important qualitative method for receiving input and feedback on your strategy and goals. Clients share their experiences with products, services and their views of how well or poorly the company shows up in the marketplace.
Looking to Engage Executives? First, Understand What They Want
Executives are different from other audiences, and it helps to understand what executives are looking for when they engage with vendors and others. From our work interviewing hundreds of C-level executives every year, we have extracted the key elements that define the C-suite difference.
It’s All About the Follow Through…
Too often we spend a lot of money on events and programs without focusing on the post meeting follow through. Plan with the end in sight.
Customer Advocacy: It’s a Win-Win
A vibrant customer advocacy program is not just a selling tool, it is a win-win for both the organization and the customer.
Black Friday in the Digital Age
With the rise of online retailers, consumers don’t have a reason to rush out after they eat their turkey dinner; they can sit back, relax and shop online from the likes of their home, and still enjoy those Black Friday savings.
The Power of Curated Customer Experiences
50% of B2B Customers are not satisfied with how they are marketed to and look to vendors to build stronger customer experiences.
Small Gestures Create Differentiated Customer Experiences
At Farland Group, we hear the term “differentiated customer experience” frequently during our calls with clients. Businesses are constantly looking for ways to “wow” their customers and give them a compelling reason to revisit their store, click on their website or make a purchase.
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