A client advisory board – the voice of your customer

Do you know what your customers think about you?  And where they want your business to take them?

In part one of a two-part article, we look at a client advisory board as a tool to evaluate your performance.

Customers are assessing your business every time they buy from you, use your services, or receive an email, phone call or even an invoice. Do they speak positively about your business?  Do they talk about you at all?  Or even worse, do they bag you to other potential clients?

Hopefully your products or services are living up to expectations and your customer service is equally good.  Even if you tick both boxes, there are always ways to improve what you offer and broaden your client base.

Complacency is ignorance.  As the world evolves at a rapid pace you must stay ahead of the game.  Running a client advisory board is a great way to get an accurate indication of how well your business is doing.  It will also establish what is necessary to raise your standards or continue delivering real value.

What is a client advisory board?

A client advisory board (CAB) is an organised meeting with a number of your business customers or clients, facilitated by a neutral party.  The facilitator will ask your clients a number of predefined questions about how your business is operating and how it could operate in the future.

If you know ‘the voice of your customer’, you can greatly improve your chances of success by addressing any perceived issues within your business as well as the issues that face your key customers.  It’s time to harness fresh knowledge and create competitive solutions for the future.

Hosting a client advisory board could be a turning point for your business and the beginning of great things.  Based on the intensity of customer feedback, you’ll know which business issues need to be addressed and in what order.  Beyond that, you can develop and implement some fresh products or strategies and your team will be more motivated than ever.

Published Spring 2012.

Serious about your success?