Progressing Customer Advisory Board Advice

‘Closing the loop’ is a phrase we use frequently at Farland Group. The point of this phrase is to emphasize that an engagement with a client is only as good as the action taken after the customer advisory board meeting. It’s one thing to say you will do something… but doing it is what matters.

Too often we focus on getting to the highest peak of our goal – getting to the top of the mountain; racing to close the deal; or working to get to the Board meeting. And, we then realize that getting down the mountain can be just as hard — and sometimes more taxing —  than getting to the top.

Planning for what will happen the day after the meeting isn’t that exciting and therefore it is difficult to do. People aren’t wired to think about the day after their ultimate goal is reached. We spend the day after the achievement of the goal to celebrate the achievement. But Board members will measure you based on what you do next.

  • What will you do with the advice you just gained?
  • How will you engage clients differently?
  • Where will you drive change in your processes and people?

Tips for a post meeting plan:

  1. Be clear on responsibilities for actioning the advice before you get into the meeting. In most cases the person presenting to the Customer Advisory Board should be the responsible party. But it is important to make accountability clear in advance and to quickly follow up to ensure they have the list of things that need to be done.
  2. Follow-up between meetings with the accountable parties to make sure that things are progressing. Making the decision to not act is ok, as long as there is clear rationale for why you didn’t act.
  3. Carve out specific time during the next Customer Advisory Board meeting to provide Board members with a status of how things are moving along. Close out those things that have been completed and be clear on timelines and progress for those that are longer term.

Board members make decisions about the effectiveness of a Board based on how well things are actioned. If you wish to retain your top members you have to plan for the meeting and the days that follow when the actions begin.

Related Stories

Customer Advisory Board Advice: Learn to Love the Pain

Posted on 08.30.2022 by in Customer Advisory Boards

The thing about Customer Advisory Boards is you just might get what you wished for: unvarnished advice about your strategy and your business. And while this is the very reason to create a Board, it can sometimes  

Continue Reading »

Three Ways to Operationalize Client Advisory Council Actions

Posted on 07.11.2022 by in Customer Advisory Boards

You just wrapped up a client advisory council meeting – discussions were dynamic, everyone was engaged, and as a result there are many ideas and potential actions to move forward. It’s exciting and daunting at the same  

Continue Reading »

Is it a Good Time to Launch a Customer Advisory Board?

Posted on 06.6.2022 by in Customer Advisory Boards

Not sure whether a Board is right for you? Here are some trigger points to consider.

Continue Reading »

Recruiting and Refreshing Advisory Board Members

Posted on 02.20.2022 by in Customer Advisory Boards

Is your  Client Advisory Board in need of recruitment and refreshment of its membership? Do you have existing client Board members who aren’t meeting the bar of their peers? Here are some tips on how to recruit  

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 »