Let's take a look at the first step: Executive buy-in, sponsorship and support. This is #1 on the list for a good reason - if you don't have support from the top, your advisory board program won't reach its full potential. A customer advisory board provides your executive sponsor and executive team the opportunity to meet face-to-face with 15-20 of your top customers. Natural outcomes and benefits for your executive team include:
- Stronger customer relationships - through participation on the advisory board, customers become advocates
- Market alignment - learn customer needs and market trends from those who are "living what you're selling"
- Account retention and increased spend from participating customers
Watch for my next blog on #2 on my list of success factors, Cross-functional Support and Alignment.