The expression “What’s old is new again” is an appropriate description of the revitalization of an age-old engagement strategy in b-to-b: the customer advisory board (CAB). While many organizations have had an advisory board (or boards) in place for years, these stalwarts in b-to-b engagement are taking on new meaning as companies look for greater sources of customer insights to drive company actions.
If you don’t have a CAB, perhaps it’s time to explore how this vehicle could complement your existing customer interaction options. If you already have a board in place, here are five strategies to re-energize this powerful source of customer insights:
Too often, advisory boards are created because companies are “supposed” to have them. The same is often true of other interaction channels such as online communities, user groups, etc. However, in today’s b-to-b landscape, where the drivers of b-to-b decisions are increasingly reliant on customer experience, companies are wise to double down on the investments they’ve made in tapping into customer sentiment. CABs have the potential to unlock a rich vein of customer insights that can drive organizational strategies. Start by understanding who’s driving your CAB and understand how you’re leveraging CAB insights to map your strategic initiatives.