Customer Advisory Boards – Listening Labs for Client Feedback

A recent Fast Company article by Meg Miller, How Fashion Brands Are Starting To Design Like Tech Companies, investigates how clothing brands, like Lululemon and Ministry of Supply, have established labs to test new product designs directly with customers. Just as tech companies employ iterative test-and-learn methods, fashion companies are adopting similar co-creation approaches.

In our work at Farland Group, we build customer listening engines for our clients, known as Customer Advisory Boards. Imagine twenty C-level clients sitting around a Board table with your executives—this Board becomes a lab.

Unfiltered, direct customer feedback heard during advisory board meetings often leads to product and service improvements—or even new product areas. When a company listens to its customers, iterates based on feedback and adjusts its course, it stays competitive. As Meg mentions,

Putting the time and effort involved in soliciting feedback and prototyping designs will pay off, the thinking goes, when you have a product that you know your customers will want—because you asked them.”

Given the pace of change taking place in the market today, companies need fast ideas that will have impact within a short time frame. Customer Advisory Boards are a great approach for B2B businesses to foster this type of innovation.

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 »

Executive Engagement Programs: Take the Time To Listen

Posted on 08.1.2022 by in Engagement Strategy, Featured, Understanding the C-Suite

If customers take the time to tell you, take the time to listen.

Whenever a customer provides feedback, take the time to listen. In a recent meeting a company told me they had “piles of feedback” but no way to respond  

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 »

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 »