Intelligence-driven, scalable insights for onboarding, adoption, retention, and revenue growth.
Understand your customers interactions with your product and make informed product success decisions.
Bring efficiency, add scale, and connect user behavior to personalized actions.
Define and track onboarding by phase, user progress, account, and portfolios.
Identify, monitor, and execute timely account expansions with real-time reports and indicators.
Proactively identify at-risk customers and prevent churn using automation, early warning insights, and more!
Optimize product usage by monitoring in-depth user data and receiving actionable insights
Improve decision making and actions for enhanced outcomes.
Get a complete view of your customer and all their moving parts.
Create the right scoring system for your organization.
Deliver consistent customer experiences and repeatable success.
Increase your productivity real-time, automated alerts.
Create groups across accounts and users.
Drive adoption, upsell and cross-sell using extensive product data.
Reach out to groups of customers when you need to.
Create surveys to get timely feedback from your customers.
Automate your actions, alerts, surveys, and more.
Create and track tasks across teams.
Create alert rules that are flexible.
Manage, analyze, and optimize your customer interactions.
Proactively uncover key insights and receive data-driven recommendations for your team.
Transcribe your calls and catch key phrases used by customers to trigger actions.
Get status updates, warnings, and extensive reports at the right time so you can make effective decisions.
Create, monitor, and automate comprehensive Playbooks for every scenario.
We aren’t just any Customer Success platform. We have the insights, imagination, and technology that others don’t.
Our core values, team, and community
Come work with us!
Get in touch anytime.
Employee success drives customer success.
Don’t miss an episode of the Customer Success Intelligence Podcast
Our annual survey captures the current state of CS Intelligence and automation.
Resources for new and seasoned Customer Success teams.
Features and SDKs you can integrate into your apps.
Calculate the potential ROI you could achieve with SmartKarrot CS.
Most of the time, when your product development team is too involved in creating the software, they tend to lose sight of its overall usability. They get involved in building the product so much that they often misjudge how it would appear to a first time user. Launching a product could be a daun
Most of the time, when your product development team is too involved in creating the software, they tend to lose sight of its overall usability. They get involved in building the product so much that they often misjudge how it would appear to a first time user. Launching a product could be a daunting task if you are not aware of the users’ feedback. This is where a customer advisory board (CAB) comes into picture.
So, what is an advisory board? It is a group of your devoted customers whom you can invite for a meeting, or a series of meetings, to provide you with the feedback on your product. They try your product and give you honest feedback of it along with an impression of your brand. Customer advisory board definition also includes gathering the champions for your brand to validate the product ideas. The role of advisory board is to help you guide the product roadmap and provide you with the marketing message that would work just right for you.
An excellent CAB serves as a representative sample of your customer base that you would aim for marketing your product. Hence, the more varied customer segments they represent, the more foolproof your marketing strategy would be.
When you are in the process to build a board, there are few things you must keep in mind. These points would help you define CAB for your organizations.
You must select the right group of customers who fit your requirements of ideal customers. These are the people for whom you would be solving their pain points, challenges and helping them succeed in their business. This group largely depends on the nature of your product.
E.g. if you have built a marketing intelligence software then you would want to invite marketing managers, sales executives, Director of marketing and VP of sales and marketing to try the product. These are the personas for the large group of prospects to whom you would be pitching your product.
The member of CAB who is a customer must give you candid feedback. They must tell you on your face what is good and what is of least value to them. Tell them in advance that you have built the product based on your hunch. You wouldn’t know if it is serving the purpose unless they tell you. They are your frontline customers. The more direct feedback you get from them, the more helpful it would be to amend your product design.
Your client advisory board must consist of different representatives of the various market segments. It won’t be useful if all the members are from a SMB segment. It would nullify your chances of targeting enterprise customers. Hence, there should be a good mix of members from all the segments.
Apart from understanding what does an advisory board do, there are many benefits to it that you must look at. These benefits are the reasons why companies often appoint a board such as this one. But it’s not just the companies but the customers too who are benefited from this board. Let’s look at each of them individually.
Giving customers a chance to get involved in the development of the product is a purpose of advisory board, among many.
Similar to customers, businesses have their own benefits of having an advisory board. Few of them could be as mentioned below.
Before approaching your customer base randomly or the most chosen ones, you must have a plan to form a customer advisory board. That plan must go like this:
The most appropriate time of forming an advisory board is never better than when you are starting out. You must identify 5 to 10 of your early customers who would give you honest and useful feedback on your product. Later on these members can change as you evolve in your business. Few might leave or others might step in. It all depends on your growth path and change is a part of it.
Aligning your objective would be the next step. You must have clear goals with this advisory board. Is it for product enhancement or setting up your marketing strategies or is it for long term customer retention. It can be one or two or all of it or may be more.
There should be in-person meetings scheduled every few times in a year. This can be quarterly or semi-annually. Customers love to interact with their peers in such meetings and this would bring more loyalty towards your brand. Make sure to have proper agendas of such meetings and keep it as engaging as possible.
Sending a survey prior to in-person meetings is a great way to align all your customers to the agenda. It will present you with the right data you need. And it will also give your customers a heads-up before they attend your meetings. Then you can dig further in the meetings which would bring more clarity on insights gleaned from the survey.
You must track regularly the advocacy efforts these board members are making towards your brand. To keep them happy, you must show them occasional appreciations, either verbal or through customer gifts, for being a part of CAB. These members would be the first ones who would recommend your product to others.
As we have seen in this article, having a customer advisory board adds immense benefits to your business. First it would give you the voice of your customers in a more detailed manner. The ones whom you can question back and dig in deep to understand the nuances. Second, it will create a more loyal customer base for your business. 18
The members of CAB would always feel special knowing their voices are affecting your business strategies. This would make them perceive themselves as your partner rather than just a revenue source. It is a great benefit to have as it will not only make them loyal to your brand, but also drive more business through them.
Shoeb lives and breathes Customer Success and SaaS. He has a passion to research on the latest innovations happening in SaaS and Customer Success. Shoeb hails from a Software Architecture background where he worked for many years with Indian Tech Giants like Wipro and ITC building software solutions for their MNC clients in the UK and Denmark.
Published 3 Aug 2020, Updated 10 Aug 2021
What are the different questions you need to ask to retain your key cu...
13 Jun, 2022
Customer retention is an essential part to succeed in the SaaS (Softwa...
22 Apr, 2022
As a CSM, have you ever wondered what are the customer retention books...
15 Apr, 2022
Sign up for SmartKarrot’s newsletter.
See how SmartKarrot can help you deliverwinning customer outcomes at scale.