Customer Advisory Board Charter: Do You Need One?

You’ve stood up your Customer Advisory Board (CAB), recruited your client members, completed a successful CAB meeting and are working through all of the follow-on activities. One of those activities should be to create a Customer Advisory Board Charter. Not all Boards and Councils utilize charters, but we have found them to be invaluable in Customer Advisory Board management.

Charters are effective tools to help create a foundation and set expectations for all Board participants – host company members and client members alike. Charters do not have to be lengthy, but should include basic components:

  • A Board purpose that describes at a high level the objectives of the Board and what the Board remit is.
  • Board membership focuses on the size of the Board, member attributes, and the sort of relationship clients and host companies may have. We also include details on terms of service, changes of professional affiliations, and the parameters for Board members to be in good standing—and the ramifications if they are not.
  • Value to client Board members illustrates some of the benefits of being a Board member including the opportunity to influence strategic direction, access to experts and expertise, and developing and strengthening relationships with Board peers as well as host company executive teams.
  • Responsibilities of Board members lays the ground rules and sets the expectations surrounding communication, contributing to agenda development, and meeting attendance. Similarly, host company executives’ responsibilities include engaging with full candor and honesty, accepting constructive criticism, aiding in the development of Board agendas to deliver value to all, and creating clear and regular lines of communication with client members.

It is important to gain input on the charter from CAB members and then ratify the charter with the Board. The charter should be a living, breathing document – use the charter and revisit the contents yearly. Over time, Board complexions change, the needs of the host company change, and so should the charter to reflect the new parameters.

 

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 »

The Power of In-person Customer Advisory Board Meetings

Posted on 06.22.2022 by in Customer Advisory Boards

Over the last 2+ years, we have all experienced an uptick in technology use — whether for work-related purposes, educational, or grocery shopping via your mobile device — COVID accelerated the use of technology in both business and personal life.  

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 »


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 »