Customer Advisory Board

“What sort of feedback will they provide?” Org asked.

“Let’s see,” Marka said. She started listing on her fingers:

• Feedback about our current products and services.
• Market gap analysis for future FEI offerings.
• Competitive insight on FlintStone, Pyro and others.
• Straight talk about our service and the FEI customer experience.
• Advice on winning over prospects with marquee customer potential.
• A “canary in the Cyclops cave” for emerging customer needs and market opportunities.

“Clearly, an unbiased customer perspective is worth the price of a few dinners. Don’t you think, Numo?” she concluded.

“I’m a convert,” Numo agreed. “I see the value.”

“Should we follow through on all their suggestions?” Zoot asked.

“Only the ones that make sense. It’s our business, not theirs,” Marka said. “However, if we make no changes, our loyal advisory board will notice and feel unappreciated. Org...I thought you were convinced. You’re shaking your head?”

“I am convinced,” Org said. “I just have all this water in my ear.”

Fuel for Your Business’s Fire:

NFI Forms a Customer Advisory Board

With a long-history of customer success, the last thing NFI wanted was to get complacent. As the economy awakened from recession, NFI’s customer base had been rethinking its supply chain options. NFI knew its continued success would be tied to a solid understanding of its customers’ evolving supply chain needs. But how could NFI best tap into this vast customer knowledge base? By forming a Customer Advisory Board. (Download the NFI case study PDF.)

Next week: Marka, Zoot, Org and Numo head back to the office to discuss the last part of the “Customer Nurture Program.”