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DRIVING Customer Advisory Board SUCCESS
So you want to up-level (or launch) a Customer Advisory Board?
ask yourself 3 questions
What do you want to accomplish and WHY?
How will you take what you want to accomplish and make it ACTIONABLE?
How are you going to EXECUTE on that plan and keep the team and customers CONNECTED?
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3
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The sooner you learn about your customers, the
faster you’ll be able to serve them…
So what’s stopping you?
Lack of clarity around purpose and goals?
People to execute?
No process?
And you think it’s a lot of work for YOU?
Only with a clearly defined PROCESS
and CUSTOMER VALUE
will your customers ENGAGE!
The CUSTOMER Advisory Board
We call them PEER groups … providing RECIPROCAL value between you and your customers
Gather customer pain points and business needs
Communicate accomplishments to customers to inspire
ownership
Drive customer input back into the
business to take action
Engaged Customers
Improved Product
Reciprocal Value for both you & your
customers
Peer Connection
MODEL
the7 stepEngagement Strategy
Develop a Roadmap
Define your WHY
Partner with team
Identify KEY customers
Engage & RECIPROCATE
Analyze Results
thePROCESS(sample)
Peer Connection, Learning &
Best Practices
the OUTCOME YOU
Continuous Engagement
and Feedback
YOUR CUSTOMERS
SUCCESSGather Connect Nurture
Content Retention Speaking Upsell
Customer Advisory Boards
Surveys Events
USER CONFERENCES Online Communities
COMMUNITY
Keep ‘em ENGAGED and REPEAT
Results areAnd the results: Customer-driven product roadmapUnderstanding of drivers & trendsCompetitive analysisCustomer evangelistsBrand and marketing inputUP-SELL and RETENTION
Potential: Engagement = revenue
Source: R Ray Wang, Principal Analyst and CEO at Constellation Research
+22% Cross-sell
+5-85% Deal size
+13-51% Up-sell
