While it’s always been a smart move to convene a “customer board of directors,” the reality for many companies today is that they simply will not succeed without active help and direction from their customers, elevating the Customer Advisory Board from simply a nice-to-have convenience to mission-critical status.
Everyone gets excited when they first talk about customer advocacy. I mean, who doesn’t want customers to be their champion? They have grand visions of what it could be and believe it can be a catalyst for great things. And it can – and if done right generates tremendous sustainable business value -- although it’s not uncommon for enthusiasm to quickly fade when immediate results do not emerge. The reality is that every company has powerful customer advocates that can be a game-changer but building successful and scalable advocacy is a process that starts with a solid foundation and is focused on specific measurable outcomes.
Achieving world-class user adoption is within the grasp of every company that really wants it. If your organization is struggling with user adoption, we share five things you can start doing today to begin moving in the right direction.
If organized correctly, customer advocates can become a bellwether for the overall health of a brand and a leading indicator of success. This is exactly why business leaders increasingly view customer advocates as strategic assets instead of a “nice-to-have.”
The term ‘case study’ is fraught with confusion and (oftentimes) finger-pointing. After all, they are an outcome of customer advocacy and something that plagues nearly every company, big and small. Who is actually responsible for customer advocacy (in general) and customer advocates (specifically)? (Hint: it's not entirely marketing)
Below are several questions to think through that can help you to start organizing how you approach forming a Customer Advisory Board. While these are examples of the key considerations (there are about 20) it gives you an idea of how the answers can help to shape a plan.
We’re going to share our approach to case studies that will change your case-study life. The secret ingredient? Approaching the case study as you might a new customer – understand yourself and how you do what you do, understand the deeper customer problem, articulate in simple and jargon-free terms how you resolved their problem, most of all, focus on the business outcomes.