Listening and Acting: The Virtuous Circle of Engagement

As Laura Davis, Director Global Technology Services Marketing, North America, IBM, notes in her recent post Driving Customer Loyalty Through Listening and Action, listening and acting are two concepts that are absolutely critical to the health and longevity of customer advisory boards.

In Farland Group’s extensive work on customer advisory boards, we have seen success stories where organizations embraced a listening mindset, stepped away from the sales pitch and were open to receiving the input and guidance their key customers shared with them.  This shift from pitch mode to listening mode fosters an open dialogue between c-suite customers and executives, and steers the company as they evolve strategies and develop new products and services.

As Laura points out, the next step – taking action on those insights – is equally important as listening, and can be incredibly challenging.  Rigor and a consistent process is required to move the advice received in board meetings into tangible actions that drive toward positive outcomes.  When customers don’t see progress in the areas where they have consistently provided guidance, they begin to disengage and the purpose and vitality of the board can be at risk.

Companies that take the time to listen to their customer advisors, and then systematically act and follow up on that guidance, will experience significant pay off.  It’s reciprocal value at its best!

Related Stories

Creating a Customer Advisory Board? Your Internal Team Matters

Posted on 11.13.2018 by in Customer Advisory Boards

Companies launching a Customer Advisory Board or Council place a lot of focus on recruiting the right group clients – who to invite and what criteria to use. However, we often see less attention paid to the internal team required  

Continue Reading »

What is a Customer Advisory Board – Really?

Posted on 09.20.2018 by in Customer Advisory Boards

Companies apply “customer advisory board”, “client advisory council”, and similar terms to almost any forum involving customer input and interaction. Such a broad definition—“a forum for customer feedback”—causes confusion. Which customers? Feedback about what? Who needs insight? How will they  

Continue Reading »

Customer Advisory Board Agenda Development: It’s a Balancing Act

Posted on 07.16.2018 by in Customer Advisory Boards, Featured

The spring meetings have wound down, the heat of summer is in full effect, and now it is time to turn our attention to the fall, with another round of customer advisory board meetings just around the corner. With many  

Continue Reading »

Customer Experience Conundrum – The Fine Line Between Self-service and Customer Service

Posted on 06.21.2018 by in Misc

Self-service, when it works, it is a wonderful thing: online shopping when insomnia strikes, checking in for your flight on the way to the airport, using your phone to hail a ride downtown. However, there are still plenty of occasions  

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 »