Customer advisory boards ·
Five questions every ECAB should answer
Industry direction, CX, product, go-to-market and customer strategy, and why the last one matters most.
An executive customer advisory board is one of the most strategic programs a company can run, if you know what to ask and your leadership team will listen and act on what they hear.
Its job is to bridge the gap between your company and its executive customers, so your strategy, products and services stay aligned with what the market and your customers expect.
These are the five areas I bring to the table, and the questions behind them:
- Industry Direction: What is the next opportunity within the industry?
- CX Strategy: What are our key drivers of customer satisfaction?
- Product Strategy: How are customers finding value in our product?
- GTM Strategy: What is our reputation with customers?
- Customer Strategy: What are our customers’ biggest business problems?
That last one matters most. When you understand what your customers are trying to grow, fix and build, every other conversation gets sharper.
A VP leader I talked with the other week put it well: customer obsession has to be backed from the top. I couldn’t agree more. A board that gets feedback and no follow through loses its customers fast.
Which of these questions does your customer advisory board spend the most time on?
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