Customer advisory boards

Some detailed ideas

How do I get people to come?

• •Write to a select group.
• •Invite them to a ‘special event.’
• •Tell them you want to find out what they think.
• •What’s important to them and so on.
• •Mention benefits.
• • •Many will want to come
  • •Out of interest
  • •And so you can do more for them

Who should I invite?

• •A cross-section of your customers
• •All relatively happy
• •Ideally a mix of old and new
• •Large or small customers
• •Or your internal customers - your team

What time of day is best?

• •Depends on your industry
• •Take minimal time away from their working day
• •4 p.m. to 7 p.m. or 6 p.m. to 9 p.m.
• •Provide food and refreshments

How often should I hold a CAB?

• •Regularly—at your choice
• •Once a month
• •Once a quarter

• •The more often you hold them
• •The more feedback you glean
• •The more feedback you glean
• •The faster your business improves
• •And the higher your sales and profits climb

How many people should attend?

• •8 to 12
• •Important to keep numbers small
• •Ensures the group is manageable
• •And each person participates

How long should it run?

• •1.5 to 2 hours
• •1 hour is too short
• •3 is too long
• •Keep breaks to a minimum to save time

What kind of venue do I need?

• •Somewhere your customers feel comfortable
• •Neutral environment
• •That is, ideally not your premises

• •The venue should provide audio equipment
• •You MUST record the meeting
• •Need a whiteboard
• •‘U’-shaped set-up
• •Paper, pens, and name tags

How do I make sure everybody has a fair say?

• •1 to 2 people will try to dominate.
• •Have key questions in a workbook.
• •This allows people to answer privately.
• • The facilitator’s role is to ‘manage’ the group.

How do I get my clients to be honest?

• •2 options
• •1 - Host the Client Advisory Board yourself
• •2 - Use an independent person as the facilitator

Option 1:

• •Position yourself as an impartial listener.
• •Clients must believe you want true feedback.
• •And know they won’t be required to justify comments.
• • •Ask questions to draw the information out
  • •To move to another topic
  • •Or get the real issues out

Examples:

• •‘So that I can understand that better - what do you mean by that?’
• •‘Could you explain that a little more?’
• • •Great ideas arise from questions.
  • •You must be willing to hear ALL feedback—good, bad, or otherwise.
  • •And you must NOT refute comments in any way.
  • • •Being so close to your business
    • •Can make this difficult to do
    • •That’s why Option 2 is vastly better

Option 2:

• •Customers often talk more openly.
• •Often frightened of ‘hurting someone’s feelings.’
• •So they hold back a little more with Option 1.
• • •More likely to give you the ‘real’ story.
  • •And sends a message—‘we’re serious.’
  • •Removes the need for you to facilitate a group!

What follow-up do I need to do?

• •Send a thank you letter
• •Possibly a small gift or voucher
• •Take action!
• •Implement workable suggestions
• •As quickly as possible

What will happen when I hold a CAB?

Customers will feel special attention has been given to them and that you care about their needs. They will begin to truly like dealing with you and will want to support your efforts. Loyalty will increase.

You will find out what your customers really think and what’s really important to them.

You will be given specific, firsthand ideas on how to improve and hear examples of the 'little things' that could make all the difference.

You’ll stand out!

You’ll have some keys to make your marketing more appealing.

You’ll get some free PR!

You’ll have your own ideas confirmed or denied by the people who count.