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Core Competencies of a World ClassCustomer Advisory Board
This presentation contains best practices related to each of the 7 core competency areas:
1.Strategic Alignment2.Member Engagement3.Program Management4.Content Creation5.Actionable Insights6.Internal Influence7.Measurable Success
http://www.customeradvisoryboard.org/
1. Strategic AlignmentThe CAB program has an identified executive sponsorThe executive sponsor’s ‘customer-facing’ direct reports are members of the CAB steering committeeThe top issues and opportunities facing the executive sponsor in growing the business is reflected in the CAB’s objectivesThe CAB mission & objectives are clearly communicated to the membersThe CAB manager meets with the executive sponsor and steering committee regularly to align the CAB objectives with the current corporate strategic objectivesThe members are aware of the company’s growth strategy and are able to reference it during their interactions at the board meetingThe executive sponsor meets with the board members regularly throughout the year to provide updates and discuss strategic decisions they face
http://www.customeradvisoryboard.org/
2. Member Engagement
Members are fully engaged in meetings and take every opportunity to actively engage in discussionsMembers are engaged in the agenda creation processThere is a high percentage of attendance at all meetingsMembers do not delegate their participation to more junior colleaguesMembers complete the required pre-reading and activities prior to every meetingMembers are polled frequently on the satisfaction with the programA member feedback survey is completed at the end of every face-to-face meeting with very positive resultsMembers contribute to the creation of deliverables through task forces/sub-committees in between advisory board meetings Members volunteer to present case studiesMembers are scored on their level of engagement and participation in the board annuallyPeer networking exists between members
http://www.customeradvisoryboard.org/
3. Program ManagementThe board is managed by a program manager with experience in managing CAB’s or a consulting company with CAB expertiseAn ideal member profile exists and the board is comprised of the optimal mix of clients from different industries, titles, geographies and organizational sizeDocumented processes exist for identifying & recruiting board members, creating agendas, onboarding members, engaging internal stakeholders, communicating to board members, producing meeting reports, retiring members etcA steering committee exists of the most senior executives internally who are responsible for action the the customer insights collectedThe status of action items agreed by the board are maintained and reported back to the board throughout the yearA process exists to disseminate the customer insights effectively to all the internal stakeholdersAccount managers are kept abreast of key insights gathered from their individual customer’s interaction in board meetingsTrained facilitators (ideally external) are used to ensure the goals of each session are achieved through an interactive and equitable exchangeA charter exists detailing the member commitment and governance structure of the boardA meeting kit is produced for every face to face meeting consisting of the meeting theme, charter, attendees bio & headshots, agendaA communication plan and timeline is communicated internally and externally of all board activities planned for the next 12 months
http://www.customeradvisoryboard.org/
4. Content CreationThere is a pipeline of key topics for the board to focus onAn interview process exists to gauge members interest and thoughts on proposed agenda topicsThe results of member interviews drive the content creation process internallyA theme exists for each meeting and there is a logical flow to the session topics in the agendaSubject Matter Experts are engaged in content creation to develop the host company’s strategic perspective on key topicsThe executive sponsor and steering committee provides input throughout and ultimate sign off on all agendasDetailed facilitation plans are developed for each advisory board meeting session, including the use of visual aids, small group breakouts, insight capture process and ideation techniques The advisory board is given the opportunity to access unique content only available under NDA in this forumMembers are leveraged to help generate content for board reflectionAn onboarding information pack exists to help new members come up to speed on the corporate strategy, market positioning and board discussions
http://www.customeradvisoryboard.org/
5. Actionable Insights
The insights to be collected from every session and the format are agreed in advance of every meetingHost company employee attendees are engaged in engaged in capturing insight during every sessionsA tracking process with systematic follow up exists to ensure the action items are worked on internally and the results reported back to membersThe board reviews past accomplishments and outstanding items at the beginning or every meetingsMembers are engaged in working on action items to drive towards mutually beneficial deiverables
http://www.customeradvisoryboard.org/
6. Internal Influence
The executive sponsor and steering committee members turn to the CAB program manager to help solve strategic challenges that require customer inputThe output of the CAB is effectively communicated internally so it has a far reach within all parts of the customer-facing organizationsThe CAB is perceived as a tool to help in strategic decision making processes; such as product roadmaps and potential partnershipsThe business value generated from the advisory board is communicated through internal newsletters, posts etcThe members participating in the advisory board are known and recognized internally in all their touch points with the organizationThe sales and account management teams understand the benefits the advisory board can bring to them and actively pursue nominations to ensure their top clients are represented on the board
http://www.customeradvisoryboard.org/
7. Measurable Success
The executive sponsor has agreed the advisory board’s goals and associated metrics for 1-3 yearsA clear ROI can be calculated for the boardRecruitment targets are agreed and achievedExamples exist of the host company’s strategy changing based on board member inputScorecard metrics exist where relevant covering areas such as sales, marketing, product development, innovation, loyaltyThe CAB manager is able to compare the results of the advisory board to non-advisory board members in terms of growth in annual customer spend, loyalty, satisfaction or other suitable metricsThe CAB manager can list deliverables created from the board or having board member input
http://www.customeradvisoryboard.org/
WHAT NEXT…Please contact us at [email protected] if you have any
questions or wish to become a member of our industry association
http://www.customeradvisoryboard.org/
