Listening and Acting: The Virtuous Circle of Engagement

As Laura Davis, Director Global Technology Services Marketing, North America, IBM, notes in her recent post Driving Customer Loyalty Through Listening and Action, listening and acting are two concepts that are absolutely critical to the health and longevity of customer advisory boards.

In Farland Group’s extensive work on customer advisory boards, we have seen success stories where organizations embraced a listening mindset, stepped away from the sales pitch and were open to receiving the input and guidance their key customers shared with them.  This shift from pitch mode to listening mode fosters an open dialogue between c-suite customers and executives, and steers the company as they evolve strategies and develop new products and services.

As Laura points out, the next step – taking action on those insights – is equally important as listening, and can be incredibly challenging.  Rigor and a consistent process is required to move the advice received in board meetings into tangible actions that drive toward positive outcomes.  When customers don’t see progress in the areas where they have consistently provided guidance, they begin to disengage and the purpose and vitality of the board can be at risk.

Companies that take the time to listen to their customer advisors, and then systematically act and follow up on that guidance, will experience significant pay off.  It’s reciprocal value at its best!

Related Stories

B2C May be More Widespread Than We Think…Here’s Why

Posted on 06.19.2017 by in Engagement Strategy

I recently wrote a piece about Tecovas, a cowboy boots company that sells directly to consumers, and how we are seeing additional companies shift to similar B2C models. My theory was recently validated on a drive  

Continue Reading »

Really Knowing Your Customer: The Right Message at the Right Time

Posted on 06.12.2017 by in Engagement Strategy, Misc

In the course of our work with CMOs, we often hear of the eternal quest for marketers to be able to deliver the right message to the right person at the right time.  As a consumer, I actually appreciate that  

Continue Reading »

Project Planning is Key to Driving Customer Engagement Programs

Posted on 05.25.2017 by in Engagement Strategy

If you’re hosting a dinner party with multiple courses that need to be timed perfectly, you’d map out your plan ahead of time, with all of the details necessary to ensure your dessert is not served before the main course  

Continue Reading »

Being “Uncomfortable” and Applying it to Your Engagement Strategy

Posted on 05.10.2017 by in Engagement Strategy

Until recently, I hadn’t thought about how stepping out of my “comfort zone” in my career would benefit me — after all, who really wants to be uncomfortable while they’re working?

Continue Reading »


Customer Advisory Boards

An advisory board is a powerful engine of engagement, insight, and business transformation. Make the most of yours.

A Board Success Factor: Business and Industry Expertise » Advisory Boards: How to Extend the Value »

Learn More »

Engagement Strategy

Like any good relationship, customer engagement is a long-term, reciprocal effort. When done well, meaningful engagement leads to better business results, faster.

Engage Your Customers to Help You Stop Pitching » Getting to a Customer Engagement Mindset »

Learn More »

Understanding the C-Suite

Want to improve your standing with your C-suite customers? Deliver what executives want: ideas, inspiration, innovation, influence.

C-Suite Insight: Digital Disruption » Looking to Engage Executives? First, Understand What They Want »

Learn More »