Tag Archives: customer interviews

Podcast: Harnessing the power of your Customer Advisory Board

Mike Gospe was recently interviewed by Linda Popky, CEO of the marketing firm Leverage2Market, and author of the upcoming book, Marketing Above the Noise. The interview focused on some of the most common questions and expectations surrounding Customer Advisory Boards.

In this podcast, Mike shares a few stories about how some tech companies are using their CAB to identify and strengthen their competitive advantage. He answers a number of important questions executives wrestle with when they are implementing their first or revising their ongoing CAB program. Questions such as:

  • What is a Customer Advisory Board, and how is it different from other types of customer meetings?
  • Where do CABs fit in the larger voice-of-the-customer model?
  • You often talk about an executive team wrestling with their “big question”. What is the “big question”?
  • For CAB programs to be successful, you need to have the right executives participate. But how do you invite the right people, especially if you don’t yet have a relationship with them?
  • What’s in it for the customer? Why would they want to attend?
  • For our listeners who may be about the kickoff their first CAB meeting, what 3 best practices would you recommend?
  • Where can our listeners get more information on CAB best practices?

For more information on Mike Gospe and KickStart Alliance’s Customer Advisory Board services, click here.

When planning your customer advisory board meeting don’t forget to interview your customers

Recently, a company decided to interview a few customers.  They were eager to include direct, candid customer input as part of its CAB preparation process.  They thought they would validate why they won deals; instead, they found out where and why their business was at risk. Continue reading