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

Membership Mix: Determining the Ideal Membership Equation for Your Customer Advisory Board

Posted on 11.21.2019 by in Customer Advisory Boards

Membership recruiting is foundational to the success of customer advisory boards and careful selection of the right mix of members is imperative to standing up a solid board. The key word in “customer advisory board” is customer. The advising client  

Continue Reading »

Back to Work!

Posted on 07.11.2019 by in Engagement Strategy

During our annual Farland Group kickoff meeting, our President, Jane Hiscock, had asked us (and I’m paraphrasing here) — share a goal you achieved and the steps you took to get there.

Continue Reading »

Customer Advisory Board Recruiting: Why it is the Most Important Thing

Posted on 06.20.2019 by in Customer Advisory Boards

So, the great news is you just got approval from senior leadership for a Customer Advisory Board, but now what do you do? Customer Advisory Boards (CABs) are an integral part of an overall customer marketing program. However, they are  

Continue Reading »

Executive Engagement: Tips on How to Retain and Grow Executive Relationships

Posted on 06.13.2019 by in Engagement Strategy

Executives require a different level of engagement and focus. Done well executive relationships will drive lasting value to your B2B marketing and sales strategies.

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 »