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

Tackling the Talent and Skills Conundrum via Customer Advisory Boards

Posted on 07.16.2020 by in Customer Advisory Boards

Before COVID, we would often hear from business leaders about the challenges they faced surrounding talent and resources. Executives were seeking peer advice on how to invest in current employees to keep skills fresh and up to date. They wondered  

Continue Reading »

Dolly Parton and Customer Advisory Boards….Totally Relatable!

Posted on 06.4.2020 by in Customer Advisory Boards

Country music has never been my thing. New age / pop country, maybe sort of, but music by the likes of Dolly Parton did not appeal to me. Simply put, it wasn’t relatable. However, that quickly changed when our Farland  

Continue Reading »

Lessons Learned from Pandemics, Customer Advisory Boards and Everyday Life

Posted on 04.27.2020 by in Engagement Strategy

We have all been affected by the COVID-19 health crisis. It has upended everyday life in ways that were previously unimaginable, and each of us has our own complex situation. What I’ve learned over the last month may have zero  

Continue Reading »

Taking your Customer Advisory Board Meetings Virtual

Posted on 04.13.2020 by in Customer Advisory Boards

As my colleague Camille Antonetti wrote in her recent blog, COVID-required social distancing and stay at home measures have necessitated organizations to shift their in-person events and meetings to virtual platforms. In our work at Farland Group, we have  

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 »