I’ve just returned from a customer advisory council meeting that created an experience that will last forever.  What’s even more profound is that the lasting experience was created with the key leaders from 18 important accounts and regions in Europe and Australia.  How could they do this???  You start with a customer advisory council targeting the right membership model, and then you take it from there.  Here’s the story:

A publishing client of ours, Springer, just held an annual Library Advisory Board meeting with their EMEA region in Amsterdam, Netherlands last week.  Many of you know that the Iceland volcano hasn’t been cooperating for travelers throughout Europe, and is wreaking havoc with businesses and relationships over the entire European region, not to mention the world.

The Springer Library Advisory Board meeting was on schedule as planned, until early the morning hours of Thursday April 15th when guests were scheduled to arrive.  We began to hear reports of cancelled flights and stranded travelers as the day went on.  Instead of counting on the 23 advisory board members planning to attend the meeting, we began to count on those that we know made it safely in to Amsterdam and the hotel. 
Now for those of us who regularly attend and host these programs, we know in the end, you’ve got to get the customers to the meeting in order to have success.  In this situation, it’s easier said than done.  At first there were six members on site, then eight, and then ten.  Slowly and surely, the Springer staff was able to find ways for the customer advisory council members to get in to Amsterdam, and we were able to have a successful advisory board meeting with 15 members moving to 18 over the course of the days to come.

But disaster still loomed around the corner…

After a great couple of days together, Springer’s guests were scheduled for departures from Amsterdam on Sunday April 18th.  But European air space was closed to travel until at least Tuesday, and possibly longer until issues with the volcanic ash clouds and flight safety could be resolved.  What was Springer to do???

This could have been a disaster in terms of executive relationships with clients.  Panic was looming…  But Springer turned it in to a remarkable success story and great customer experience.  From the beginning, Christel Keurentjes, Springer’s Senior Marketing Manager, assured customers that Springer would take care of them and any issues.  The team stepped up and continually monitored the situation, made alternative travel arrangements, extended hotel stays, and in turn picked up the additional costs.  What is even more amazing, since we were all stranded in the lovely city of Amsterdam, is how Springer arranged city tours and a trip to the beautiful Keukenhof Gardens where the tulips and flowers were in bloom.  A few nice dinners in the city and a visit to the home of Peter Coebergh, Springer’s President for Rest of World Sales was quickly arranged.  All the work and seamless execution was a clear sign that this company cares for its’ customers. 

In the end, this is a Customer Advisory Board experience that all will remember – in the most positive way.