succeeding with customer advisory boards - jim berets (productcamp boston 2015)
TRANSCRIPT
Customer Advisory Board
“A Customer Advisory Board (CAB) is a representative group of customers that meets periodically to offer advice on the product and company direction.”
- Pragmatic Marketing
CAB Planning and ExecutionDetermine Purpose*
Execute*
Follow-up*
PlanAgenda*Participants*Location / schedulingLogisticsBudget
Learn* Topics discussed
Determine Purpose❖ What are the goals / benefits / drawbacks of holding?
❖ For your company?
❖ For customers?
❖ Under what circumstances should you establish a CAB?
• Increase level of communication / engagement• Strategic input• Form / develop relationships
• Your company <-> customer• Customer <-> customer
• Share ideas
• Relevant topics to discuss• Executive interest (both customer and your
company)• Time / resources to execute effectively
Plan - Agenda❖ What types of sessions /
topics might be useful?
❖ What do you want to achieve?
• To be heard and have influence• That you have something relevant to share• That you will act on their input• Candor• Not a selling event
❖ What do you think participants expect?
• Depends on• CAB focus: company, product(s), both?• Company / product lifecycle
• Emphasize strategic over tactical• Goal: meaningful interactions / feedback• Encourage discussion• Ensure adequate networking time
Plan - Participants❖ What type(s) of customers
should attend? Prospects?
❖ What people from those companies? Level?
• Need to engage diverse customer group• Beyond just the most loyal• New, and well-established• With simple and with complex needs
• Strategically-oriented individuals• Decision: invite competing customers or not
❖ Who should attend from your company?
• Executives• SME’s to lead or engage in discussions• Must
• Leave biases at the door• Not overwhelm customers with
participants from your company
Execute❖ If you’ve participated in an event like this, what has
worked the most successfully?
❖ Tips and tricks?
• First CAB is most challenging• In-person is best; virtual CAB’s are more difficult still
• Potentially hire a professional facilitator• Or have a moderator who can put biases aside
• Don’t have a CAB if you can’t get the right attendees to participate• Include a social event component
• Great opportunity to share in a less formal setting• Anticipate and prepare for candid feedback • Use “Parking lot” to stay on track with time and agenda• Be sure to follow up on what you learn
Follow up
❖ What post-event actions might you take to follow up?
• Follow through on any commitments you made• “Thank you” to participants• Survey• Virtual event to continue collaboration