Customer Advisory Boards: Invest in Your Customer

Deeply understanding the needs and requirements of your customers requires an investment.  Investment of time to establish strong relationships and trust with your customers; that trust will lead to hearing their honest assessments of your business model, products, services and people. Investment in the tools, training and techniques to help your teams develop strong listening and empathy sills. Investment in culture, to ensure that the culture is plumbed from top to bottom with the customer at the center. Customers see through your intentions if this is a veneer.

In a world where speed is the currency of choice, it is difficult to take the time to invest in the things that will put deep understanding and relationship building at the center of your corporate values. Yet a lack of empathy for the people you work with, service and support, will result in a failure to understand where your customers are stuck.

We know from our work with customer advisory boards and customer research that these investments yield results and revenue; and without that investment customer churn increases. Take time to evaluate how you are building a culture that puts listening to and learning from the customer at the center. It is an investment that will drive positive outcomes.

Related Stories

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 »

Extending Client Relationships: An Interview with Andrew Greenwood, Chief Marketing and Communications Officer, ZS

Posted on 05.10.2022 by in Client Interviews, Customer Advisory Boards, Featured

Andrew Greenwood is Chief Marketing and Communications Officer for ZS Associates, a management consulting and professional services firm focusing on consulting, software, and technology, providing services for clients in healthcare, private equity, and technology. He has more than 20 years  

Continue Reading »

The Power of Peer Networks: An Interview with Katharyn White, Former CMO, T-Systems (Part II of II)

Posted on 03.29.2022 by in Client Interviews, Understanding the C-Suite

We recently had the pleasure of speaking with Katharyn White, Former CMO, T-Systems and now IBM General Manager, Federal Ecosystem about some of the challenges and growth that she experienced in building an advisory network at T-Systems amidst a pandemic.  

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 »