How to Innovate in Marketing (Collection), 2/e

48. Customers Are Your Best Advisors

Creating a Customer Advisory Board can help you achieve several customer objectives. These types of forums are most often used by companies to gather customer insight, but depending upon how, where, and who is asked to participate, they are also a rewarding experience for your most valuable customers.

Many companies, large and small, hold customer advisory meetings quarterly or twice a year to gain a deeper understanding of customer needs and how to improve products, services, and relationships with customers. An advisory group consisting of top customers and thought leaders across several industry groups fosters an interactive discussion for everyone to learn from each other. When thought leaders are chosen ...