Finding Value in Shorter — but More Frequent — Customer Advisory Board Meetings

Nearly a year ago, I wrote about what I learned from the pandemic, customer advisory boards and everyday life. Little did I know we were just in the beginning stages of a very lengthy pandemic. What I learned during the early stages of COVID still holds true today — the need to be more patient, shifting how and what to prioritize and understanding the very nature of what was quickly becoming a 24/7 technology-driven world.

My colleagues and I wrote blogs throughout 2020 about the benefits of shifting from in-person meetings to virtual so that our clients’ connections with their top customers — albeit different — could continue. Much more time has passed, and I have an even greater understanding of the value that our clients and their customers who participate in customer advisory boards gain from attending shorter, but more frequent virtual sessions.

We have had the opportunity to facilitate more meetings over the last year, as going virtual has created a certain simplicity (open calendar invite, click to join, and you’re in!). We see some of the value proven through participation numbers and engagement — as customer advisory board members are keen to join, knowing it will only take a couple of hours out of their day. It’s also clear that our clients find value and they look to hold more virtual sessions throughout the year to ensure the most pressing areas are covered.

While virtual customer advisory board sessions could never replace the value of in-person peer networking opportunities, they have proved to be a forum that fosters rich and engaging dialogue among participants. Now, just about one year later since things got turned totally upside down, I appreciate how technology has allowed us to continue to help cultivate our clients’ relationships with their top customers and more importantly, convene them together more often than not.

Related Stories

Building a Strong Membership is Key to Customer Advisory Board Success

Posted on 03.25.2021 by in Customer Advisory Boards

Customer Advisory Boards (CABs) are an integral part of an overall customer marketing program, but they are very different engagement vehicles from events and require a special kind of mindset and planning for the long term. Of all the activities  

Continue Reading »

January, Where Did You Go?

Posted on 02.8.2021 by in Customer Advisory Boards

I once considered January to be a sort of “regroup” month. I had some extra time to dig out from emails that I received during the holidays, look ahead to what was on the horizon for the coming weeks and  

Continue Reading »

Staying Connected in a Virtual World

Posted on 12.15.2020 by in Customer Advisory Boards

My colleague Camille Antonetti recently shared that her word to describe 2020 was ‘adaptability’, which got me thinking about the word that sums up 2020 for me. Connected is my word. Given many of us have been working from  

Continue Reading »

How Would You Best Describe Your 2020… in One Word?

Posted on 12.7.2020 by in Customer Advisory Boards

As we at Farland Group gear up for the end of 2020, and prepare for customer advisory board meetings for 2021, I’ve been thinking a lot about how I would best describe this year in one word — adaptability.

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 »