In today’s volatile and uncertain, yet competitive market, understanding and responding to the voice of the customer is more crucial than it’s ever been.
Beyond a net promoter score or annual survey, truly understanding the needs of customers, including their preferences and pain points enables businesses to more successfully deliver on expectations.
For me, it’s a strategic imperative.
The role of a customer advisory group seeking feedback is great.
But genuinely working with customers, together, to ensure that customer voices are alive in the organisation enables better informed decision making to happen.
That’s where the role of a customer advisory group (CAG) comes in.
A group of customers, coming together regularly, to share insights and advice with an organisation. Offering perspectives on products and services, as well as sharing overall impressions of the company. A representative cross-section of customers from across various company touchpoints.
A CAG can be an incredibly useful tool to validate product ideas and guide the innovation roadmap, help shape the go to market approach, and support development of a better customer experience.
“Your most unhappy customers are your greatest source of learning” – Bill Gates
Building a fantastic experience, with products and services that meet the needs of customers, consistently and with relevancy, doesn’t happen by accident.
How businesses benefit from having a customer advisory group
Guiding strategic direction: Establishing an open forum where key customers can openly discuss why they chose your company over competitors, what they appreciate about your products, and what improvements they desire can provide your team with valuable insights. This helps in focusing strategic efforts and resources more effectively, and understand unmet needs.
Shaping the product roadmap: A CAG offers crucial insights into how customers use your products, highlighting the most important and beneficial aspects. They can also suggest additional functionalities or tools that would enhance your offerings.
Boosting customer loyalty: One significant advantage of having a customer advisory group is that customers who actively listen and respond to feedback are more likely to be seen as trustworthy and customer-centric, which leads to building strong long term relationships.
Making the most of your time together
A customer advisory board forum provides an excellent opportunity for advisory members to share their experiences with your product and company openly. However, it’s important to ensure the meeting is structured and purposeful.
When you gather a group of key customers, it’s crucial to plan the session carefully to maximise its strategic value. This involves preparing a detailed agenda to keep the discussion focused and productive.
Getting started
Top tips to get your CAG going:
- Secure senior level sponorship and align the board on objectives, with a terms of reference for the group
- Recruit a broad spectrum of clients to participate (not too few, neither to big to become unwieldy)
- Create an agenda that’s mutually beneficial
- Communicate clearly ahead of, during, and after the session – sharing relevant pre read material and follow ups
- Chair the meeting to manage time well, facilitate discussion and summarise key points clearly
- Encourage contribution from customers, and excellent listening from company representatives
- Use insights to agree next steps and focussed actions
- Maintain momentum between meetings, and ensure there’s time for people to connect with each other, so open relationships form
What about governance of automation?
Whilst the potential is huge we should also be considered in our approach to adoption. AI and more specifically Generative AI like ChatGPT along with its huge potential does have certain grey areas and we need to ensure we take into account ethical considerations. Transparency, fairness, and privacy must be upheld to protect particularly vulnerable customers, and the AI algorithms and models need to be audited and monitored to prevent discriminatory practices. That’s an emerging consideration as boards extend their responsibilities with this emergent technological revolution.
Specifically talking about energy for a moment, and considering vulnerability. Across the industry AI has the potential to unlock many benefits for vulnerable customers, as it could proactively identify challenges these customers are having and provide actionable insights whilst also help striking a balance between efficiency and cost reduction.
• Enhanced customer support: AI-powered chatbots can provide personalised round-the-clock support to vulnerable customers, answering their queries and guiding them through various processes to ensure they receive support when they need it most.
• Identification & targeted outreach: AI can help energy providers identify vulnerable customers who may benefit from additional support and outreach initiatives. By leveraging data analytics and machine learning, energy companies can proactively reach out to these customers and offer tailored services or assistance programs. This approach can help address their specific needs, such as payment plans, energy efficiency advice, or priority services during outages.
• Energy consumption monitoring: Coupling smart meters with AI enabled monitoring system can help aid vulnerable customers track and manage their energy usage more effectively by making adjustments as necessary. This empowers vulnerable customers to control their energy costs and avoid unexpected bills.
This article is also published on the author's blog. illuminem Voices is a democratic space presenting the thoughts and opinions of leading Sustainability & Energy writers, their opinions do not necessarily represent those of illuminem.
