Customer Advisory Board 101: What it is that I do

Explaining to family and friends what my job entails around customer advisory board work is complicated. When people ask about what I do, I find myself using long-winded sentences that sometimes trail off into the sunset as I provide every little detail. Because what we do at Farland Group involves many different puzzle pieces.

Those closest to me have various answers when asked about my work. My dad still reverts back to telling people I used to be a news writer at a local TV station, my mom tells others I run events and meetings (you’re getting warmer!), and one of my brothers recently told me his answer to someone was, “That’s a good question, I’ll have to ask her.” Even my husband has a hard time. They all know I work, but what that work includes can be difficult to understand if you’ve not had previous customer advisory board exposure.

I recently read an article about the best way to answer the question, “What do you do?” Creating an elevator pitch to capture attention is the approach discussed — one I have never thought to take. Instead, I get too wrapped up in the details, which doesn’t really help others understand the value of customer advisory boards. So, I took a shot at writing my own elevator pitch around what I do at Farland Group:

We help some of the biggest organizations around the globe share their strategies with their top 20-25 clients in a Board room, confidential setting. Companies gain early advice and feedback from their top clients before opening their strategies, products, offerings and new innovations up to the broader market.

I’d end my elevator pitch by asking you — in your company, what is one of your top goals for this year and how do you plan to achieve it? Often asking for advice and input helps to set and achieve goals. Gathering feedback and perspectives from your peers and those around you is exactly what we help our clients achieve with our customer advisory board work, fostering open dialogue and candid advice.

Now that you have a fuller picture of what we do and what a customer advisory board is, maybe it’s something to consider for your top clients.

Related Stories

Pick One Area to Focus on for the Rest of 2021

Posted on 11.18.2021 by in Customer Advisory Boards

Let’s pause for a moment. It’s mid-November, some of the major holidays are coming at us full force and you think your work is (sort of) winding down…. well, not quite! If you are like us at Farland Group, we’re  

Continue Reading »

What Does Your Hybrid Customer Advisory Board Meeting Look Like?

Posted on 09.13.2021 by in Customer Advisory Boards

It’s been nearly two years since most of us went all-virtual… all.the.time. As we push forward with customer advisory board meetings, one thing is clear — there is no definitive answer on what a potential hybrid meeting will entail.

Continue Reading »

A Strong Pipeline is the Key to Revitalizing Customer Advisory Board Membership

Posted on 07.29.2021 by in Customer Advisory Boards

Retirements and role changes in the C-suite can wreak havoc on Customer Advisory Board membership, taking it from robust and static to multiple open seats in the blink of an eye. While this might cause panic at first, it  

Continue Reading »

Customer Advisory Board Engagement: Strategies for Driving Action in between CAB Meetings

Posted on 07.8.2021 by in Customer Advisory Boards

Successful Customer Advisory Boards (CABs) feature a high level of member engagement during meetings – members offering perspectives and direct input into the topic areas presented. Keeping that momentum going in between meetings is imperative but can be challenging  

Continue Reading »

Customer Advisory Boards

Customer Advisory Boards are powerful engines of engagement, insight, and business transformation. Make the most of yours.

Meeting Facilitation: Virtual and In-Person Boards » Taking Your Customer Advisory Board Meetings Virtual »

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

Building C-level programs that are meaningful and bring value to you as well as to your c-suite customers is challenging. Veiled sales pitches won’t win the day with this audience. Deliver what executives want: ideas, inspiration, innovation, influence.

Building a C-Suite Client Experience Strategy » Do you Know What Your Customers Value? »

Learn More »