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Engagement Strategy

Advice & Insight

Drive Better Business Results Faster

Effective customer engagement requires a commitment to reciprocal value. Too often, companies use customer stories to benefit them, and fail to consider the benefit for the customer. Our approach will push you to focus your engagement strategy on the value to the customer.

Developing a customer-centric commitment requires a shift in mindset. Done well, meaningful engagement will ultimately lead to better business results for your customers and ultimately return benefit to you.

Recent Advice & Insight

Is the Voice of Your Customer Being Drowned Out by Big Data? [Article]

Posted on 09.30.2015 by Farland Group in Engagement Strategy, Understanding the C-Suite

[AS SEEN IN CUSTOMER THINK] Will big data metrics be able to tell you what customers really want from your business?

Want to Optimize Your Engagement Strategy? Focus on Executives

Posted on 09.15.2015 by Jane Hiscock in Engagement Strategy, Featured

For B2B marketers and sellers, getting access to the C-suite and developing strong relationships with those leaders can often serve as the starting point of a long-term relationship between the individuals and the companies involved.  The three most important reasons »

Transforming the Customer Experience: Are You Just Afraid of Publicity – or Do You Really Care?

Posted on 08.28.2015 by Farland Group in Engagement Strategy

Much is written about the fact that this is the age of the customer. The transparency and visibility of companies’ actions and customers’ experiences with those companies, made possible by social media, have raised the stakes on the need to »

From Campaigns to Life Moments: Learning from C-Suite Conversations

Posted on 07.13.2015 by Farland Group in Engagement Strategy

In a recent discussion with a group of senior marketers, one of the key themes that emerged is the trend away from campaign thinking to connecting with customers in the context of their daily lives, and at their own pace. »

Help or Hindrance? Including Prospects in Client Engagement Programs

Posted on 05.29.2015 by Farland Group in Engagement Strategy

Should you include prospects in executive engagement programs? The answer is a resounding “it depends.” Our recommendations differ depending on whether you’re talking about an advisory boards, executive event, or market research.

Engage the C-Suite through a Client Advisory Board [Article]

Posted on 04.13.2015 by Farland Group in Customer Advisory Boards, Engagement Strategy, Featured, Featured

[AS SEEN IN CHIEF CONTENT OFFICER] “Connecting with C-level clients remains an ongoing challenge for marketers. More should consider creating a client advisory board, which, when done right, provides traction with your most coveted clients. Let’s start by clarifying the concept…”

Customer Engagement Requires a Long-Term View

Posted on 02.20.2015 by Jane Hiscock in Engagement Strategy, Featured

“Getting closer to the customer” is an all-too common goal of companies. And while the refrain has a nice ring to it, enabling a strategy to deliver on that promise is not trivial. After all, we know that customers have »

Resolving to Improve the Client Experience – Thoughts for 2015

Posted on 12.23.2014 by Farland Group in Engagement Strategy

In the spirit of the season, I am contributing to the burgeoning collection of New Year’s resolutions with a few recommendations to enhance and evolve your customer experience approach in 2015. Unlike a multitude of such resolutions that fall by »

Customer Experience and the Cost of Loyalty Conundrum

Posted on 11.26.2014 by Farland Group in Engagement Strategy, Featured

While I deeply believe in the importance and bottom line value of investing in the customer experience, a conversation I had with a marketing executive this week made me stop and think. He was talking about the inherent challenge of »

Building an OmniChannel Strategy?  Your Customers Can Help

Posted on 11.11.2014 by Jane Hiscock in Engagement Strategy

OmniChannel – a term that retailers have been using for several years – has come into vogue with B2B marketers in 2014 and may well replace Big Data as the buzzword of the year.  Whether you like the term or »

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Featured Posts

Customer Advisory Boards: Jumpstart Your Customer Experience Model

See Article


The Value of Convening C-Suite Peers: Reaping What You Sow

See Article


The Customer Engagement Challenge

See Article


From Seller to Advisor: Engage Your Customers to Help You Stop Pitching

See Article


4 Ways for B2B Businesses to Keep Their Customers [Article]

See Article


Transformation and Change Must Not Trump Customer Engagement

See Article


Customer Engagement: It’s More than a Bunch of Activities

See Article


Want to Optimize Your Engagement Strategy? Focus on Executives

See Article


Engage the C-Suite through a Client Advisory Board [Article]

See Article


Customer Engagement Requires a Long-Term View

See Article


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  • Engagement Strategy
  • Understanding the C-Suite
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