Customer Advisory Boards: The Value of a Feedback Loop

“I think it’s very important to have a feedback loop, where you’re constantly thinking about what you’ve done and how you could be doing it better. I think that’s the single best piece of advice: constantly think about how you could be doing things better and questioning yourself.” – Elon Musk

January is a time of reflection and hope for the year ahead. A time when many look back and question how to do things differently or better. A time of gym memberships and fad diets. For businesses, January is a time to set forth new plans and thinking and an evolved set of goals.

As you develop your new goals and plans, consider how you will measure your success and how you will gain feedback on your progress. What are the quantitative and qualitative measures you will use to ensure that there is a feedback loop in place that Elon Musk and so many successful leaders apply?

In our experience, Customer Advisory Boards serve as a very important qualitative method for receiving input and feedback on your strategy and goals. Clients share their experiences with products, services and their views of how well or poorly the company shows up in the marketplace. Perhaps your product teams have ways to determine the success of certain features, but your customers that serve on your Advisory Boards will tell you whether that feature matters at all and what to consider for the future. Customers will demand more than you will of yourself – just as a trainer will push you harder at the gym.

As you consider your January goals, take a long look at the stakeholders and ensure you have a way to gather the input and advice from those key people. Take the time to hold yourself and your organization to a higher standard by using that input to improve your processes and strategies. This requires an extra level of focus, but one that will yield impressive long term results.

Related Stories

Creating a Customer Advisory Board? Your Internal Team Matters

Posted on 11.13.2018 by in Customer Advisory Boards

Companies launching a Customer Advisory Board or Council place a lot of focus on recruiting the right group clients – who to invite and what criteria to use. However, we often see less attention paid to the internal team required  

Continue Reading »

What is a Customer Advisory Board – Really?

Posted on 09.20.2018 by in Customer Advisory Boards

Companies apply “customer advisory board”, “client advisory council”, and similar terms to almost any forum involving customer input and interaction. Such a broad definition—“a forum for customer feedback”—causes confusion. Which customers? Feedback about what? Who needs insight? How will they  

Continue Reading »

Good or Bad Feedback, Customer Advisory Boards are Essential

Posted on 09.13.2018 by in Customer Advisory Boards

During a recent council meeting, both our client, and their customers in attendance, acknowledged that it’s difficult to hear the negative advice, and much credit was given to our client for listening to the more challenging feedback. Both parties appreciated  

Continue Reading »

Customer Advisory Board Agenda Development: It’s a Balancing Act

Posted on 07.16.2018 by in Customer Advisory Boards, Featured

The spring meetings have wound down, the heat of summer is in full effect, and now it is time to turn our attention to the fall, with another round of customer advisory board meetings just around the corner. With many  

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 »