Customer Advisory Board Customer Experience Business Design

Customer
Advisory Board:
Hear why your customers choose you.

A six-week, turnkey program that designs, runs and reports a Customer Advisory Board around one question that matters to your business. Built for companies whose customers are companies.

6
Weeks from kickoff to two finished reports
12-15
Decision makers at one table, the people who sign
2
Reports: one for your company, one for your customers
Why a Customer Advisory Board

You hear from customers.
Not from the people who decide.

Most B2B companies already have usage data, CRM records, NPS, support tickets and account reviews. They show what customers do and where the experience breaks. They rarely explain how the person who signs the contract actually decides.

A Customer Advisory Board puts those decision makers at one table, around one question with commercial weight: a new product, a segment, pricing logic or the road ahead. What buyers rank first when forced to choose. What disqualifies a supplier. What wins a deal despite a higher price. Which of your existing offers they do not know you already have.

We run it as research, not as a hospitality event. That is why the findings end up in sales conversations, product decisions and next year's plan, not in a thank-you email.

A survey asks what is right. A session reveals what is actually done. When people are forced to choose, stated preference separates from behavior, and the real information sits in that gap.
How It Works

Before, during, after.
Six weeks, end to end.

01
Before, weeks 1 to 3: Business empathy and workshop design
We start inside your company: leadership interviews across sales, marketing, product and customer success, a value proposition audit, and one company-specific question framed with you. We agree what we expect to hear and how success will be measured. Then every element of the day is designed and rehearsed: the session architecture, a pre-survey, brand-free value cards and forced-choice questions, the invitee journey from save the date to follow-up, and a briefing for every account owner.
02
During, week 4: One table, one moderator, your team listens
12 to 15 decision makers from one segment or from different sectors sit at one table, with no breakout groups. A Redesign partner moderates. Your executive opens the morning, then steps back, and your team listens from a side table without defending or selling. Everyone writes before anyone speaks, under the Chatham House rule. The session is recorded and transcribed with written consent, in line with GDPR, and every written instrument is digitized the same day.
03
After, weeks 5 to 6: Two reports, owned actions, one-to-ones
A confidential company report for leadership, sales, marketing, product and operations, with findings tied to measurement, recommendations by function, actions that each have an owner, a first output and a success measure, and one account card per participant with a customer-specific roadmap. An anonymized participant report goes to everyone who sat at the table, with a foreword from your executive. Then each participant gets a one-to-one follow-up built on their account card.
Who It Is For

Any company that sells
to companies.

The question changes by industry. The method does not. A few of the questions a Customer Advisory Board can answer:

Corporate and business banking
If two banks offered the same rate, what would make a CFO move their cash management?
B2B technology and SaaS
What moves a technology purchase from pilot to production, and who really decides?
Data, cloud and telecom
Which capabilities do buyers expect as standard, and which ones win the deal?
Leasing and fleet
What would make a customer consolidate spend with you, and what makes them split it?
Insurance for companies
What disqualifies a provider, and what wins a renewal despite a higher price?
Professional services
Which of your existing offers do customers not know you already have?

Designed for direct corporate customers. Selling through dealer networks? See LeadHanger.

What Is Included

We bring the method, the table
and the two reports.

Included

  • Business empathy and topic framing
  • Workshop design and all cards
  • Invitee journey and stakeholder plan
  • Moderation, recording and consent
  • Company report and participant report

Optional

  • Participant sourcing: customers, prospects or a mix
  • Venue selection and turnkey organization
  • One-to-one follow-up meetings
  • An annual program across segments

What we need from you

  • A sponsor on the business side
  • One topic that matters this year
  • Account context for the invitees
  • Half a day of your leadership's time
In Practice

Designed and run for
TEB Arval, BNP Paribas group.

Case Study
Value customers can see
Corporate fleet decision makers at one table, testing a new value proposition before it reached the sales floor. Part of a program that turned the value story into how TEB Arval sells, serves and works.
Read the case study →

Bring one question
that matters this year.

Start with a 45-minute scoping call. You leave with a topic, a table and a date.

Design your Customer Advisory Board →