Customer Engagement and One-on-One Connections

If I had to describe in two words what Farland Group specializes in—my answer would be customer engagement. But what do I mean by customer engagement? If customers are buying products and services, aren’t they already engaged?

At Farland Group, one aspect of customer engagement is ongoing communication—not just with our clients, but with our clients’ executive-level customers… helping our clients better engage with their top buyers for a mutually beneficial purpose.

The customer engagement work we do most often takes the form of building and convening strategy-level Customer Advisory Boards, which serve as ongoing relationship-building forums. One of Farland Group’s roles is to speak to our clients’ C-level customers on an ongoing basis in one-on-one interviews which often becomes a continued thread of conversations over several years. This ongoing communication allows us to really get to know the individual members of these Boards. We learn what these executives are dealing with on a deeper, more involved level. This helps us know what to ask—and when to ask it—to get at the real insights that matter.

Each Board member brings unique perspectives to contribute to the greater purpose of the Customer Advisory Board. We string these different perspectives together, to form a cohesive conversation, bridging industries and sectors, to highlight common issues and tackle otherwise seemingly disparate challenges. It is through our highly personalized customer engagement methodology that we are able to unearth strategic insights, ultimately bringing value to our clients, and their customers. While some B2B marketers might find success in broadcasting marketing messages to a large audience and hoping some of the messaging sticks, we see immediate results from getting to know customers as individuals, where the value flows both ways.

Read more about optimizing your engagement strategy with executives here.

Related Stories

The Power of Customer Input: It Doesn’t Have to be All Good

Posted on 04.27.2018 by in Customer Advisory Boards

I am an ardent believer in providing feedback to companies I purchase from.  I tweet about the amazing, personalized, almost-like-opening-a-gift experiences with shoe retailer M.Gemi or stationer Felix Doolittle.  On the flip side, I also do not hesitate to call  

Continue Reading »

To Dial, Or Not To Dial…That Is The Question!

Posted on 03.20.2018 by in Engagement Strategy

We live in an era where technology is full-steam ahead and constantly changing. We hear this from our clients throughout our work at Farland Group — that companies are in a game of cat-and-mouse to keep up with one another.  

Continue Reading »

Measure Your Teams on Customer Outcomes Not Contract Delivery

Posted on 02.13.2018 by in Engagement Strategy

B2B leaders often measure their teams on contract terms and SLAs instead of customer outcomes and business goals. This is short sighted and can result in limited engagements.

Continue Reading »

Unlocking the Value of Customer Advisory Boards: Listening and Acting

Posted on 12.12.2017 by in Customer Advisory Boards

As an advisory Board member, I want to give authentic advice on the company’s direction. Board members need to therefore be honest and thoughtful in our advice and the sponsoring company has to be open to that authentic  

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 »