We often think about bench strength as our internal talent pool--when in reality the same principles apply to our Customer Advisory Councils.
Bench strength ensures you have customers primed and ready to participate when an opening occurs on your Council.
Catherine Gibson-Green, Customer Advisory Council Director at AT&T, maintains a list of prospective Council members submitted by the sales force. To see how well a customer would contribute to a Council she offers them opportunities to participate in subcommittees, work groups, focus groups and surveys. In doing so, she continues to engage them, strengthens the relationship and defines the expectation of Council participation. Smart thinking!
So who are you cultivating as your next Council member?