Customer Advisory Board success is dependent on driving value for both the company and customers. This presentation shares strategies, a process and tips for success.

1. DRIVING
Customer Advisory Board
SUCCESS

2. So you want to
up-level (or launch) a
Customer Advisory Board?

3. 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?
1
3
2

4. The sooner you learn
about your customers, the
faster you’ll be able to
serve them…
So what’s stopping you?

5. Lack of clarity
around purpose
and goals?
People to
execute?
No process?

6. And you
think it’s a lot
of work for
YOU?

7. Only with a clearly defined
PROCESS
and
CUSTOMER VALUE
will your customers ENGAGE!

8. The CUSTOMER Advisory Board
We call them PEER groups …
providing RECIPROCAL value
between you and your customers

9. 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

10. the 7step
Engagement
Strategy
Develop a Roadmap
Define your WHY
Partner with team
Identify KEY customers
Engage & RECIPROCATE
Analyze Results

11. the
PROCESS
(sample)

12. Peer Connection,
Learning &
Best Practices
the OUTCOME YOU
Continuous
Engagement
and Feedback
YOUR CUSTOMERS
SUCCESSGather Connect Nurture

13. Content Retention
Speaking Upsell
Customer Advisory Boards
Surveys Events
USER CONFERENCES
Online Communities
COMMUNITY
Keep ‘em ENGAGED and REPEAT

14. Results are
And the results:
Customer-driven product roadmap
Understanding of drivers & trends
Competitive analysis
Customer evangelists
Brand and marketing input
UP-SELL and RETENTION

15. 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

16. Next Steps
Christine Nolan, Founding Principal
978-764-0682
Christine@CustomerLoop.co
@c3nolan