Customer Advisory Boards – It’s What You Celebrate

Some say you are what you measure… but we seem to get results from what we celebrate.”

This was a statement made by a CEO of a very large, publicly traded company—not really what I expected.  ‘You get what you measure’ is the focus of most successful companies, but in digging deeper I noticed that celebration—particularly when trying to drive forward the difficult work of culture change—is worthy of attention.

Most businesses today are in the midst of some form of disruption and subsequent business transformation as they work to create new forms of value for their customers.  Customer Advisory Boards prove to be important tools in staying connected with customers through these transitions and gaining direct insight about the transformation.  In some cases, we hear that change isn’t moving fast enough because employees are struggling to keep up with the demands of the business.

We started to think about this question of measuring results versus celebrating results and whether changing one word might help employees make the leap.  It seems trivial—after all it is just one word—but the difference in that word is significant.

Employees that feel measured tend to be focused on upward and internal management to ensure they are sending the right signals; employees that are celebrated focus on working with customers to get the results that will win a celebration.  And the customer prefers working with people who are oriented toward customer wins and celebration, versus detailed internal measurement.  This isn’t to advocate for avoiding measurement, but it is interesting to see the shift in mental models when employees (and customers) feel they are working toward a positive goal.

As you look to your next meeting with customers, think about presenting the areas that are being celebrated in your business rather than just the areas measured.  It will surprise you, but customers will see your business transformation as positive and important, versus difficult and not quite measuring up.

Related Stories

The Critical Art of Balancing Content for Customer Advisory Councils

Posted on 11.30.2023 by in Customer Advisory Boards

In today’s customer-driven business landscape, organizations increasingly turn to Customer Advisory Councils (CACs) to gain valuable first-hand insights, validate strategies, and foster meaningful relationships with their clients. As we have seen in our work at Farland Group, the  

Continue Reading »

Closing the Loop: Actions Speak Louder Than Words

Posted on 10.27.2023 by in Customer Advisory Boards

Members at a recent Client Advisory Council meeting were vocal about the importance of coming back on the advice offered during the meeting and sharing what actions have been taken. When it comes to follow-up after the Advisory  

Continue Reading »

Set Your Customer Advisory Council Up for Success: Recruit Your Internal Team First

Posted on 06.22.2023 by in Customer Advisory Boards

When launching a Customer Advisory Council significant thought and attention goes into recruiting members – what criteria to use, whom to invite, and ensuring the mix is on target. However, the same care is not always taken when putting together  

Continue Reading »

Customer Advisory Boards: How Difficult Conversations Drive Change

Posted on 04.27.2023 by in Customer Advisory Boards

One of my first jobs out of university was working in the headquarters office of a local business with several locations. In this role, I worked closely with the customer service representatives, and we received feedback, questions, and  

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 »