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Creating a Customer Advisory Board
A customer advisory board can give you ongoing insight into customer preferences, industry trends, competitive activity and market opportunities. If you don't have one – or if you would like yours to be more productive – consider these tips:
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Composition. Your board should include eight to 12 of your best and most outspoken SMB customers. They will give you the best insight into how to acquire and retain other good customers.
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Format and frequency. Your board should meet two to four times a year. Live meetings foster exploration of complex issues, not to mention deeper relationships. Use a professional facilitator to elicit candid commentary, but have your senior management attend to demonstrate sincere interest. |
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Topics. Vary the meeting agenda to ensure maximum insight. For example, a meeting may focus on product concepts, customer service, advertising creative or the coming year's strategic plan. Respect board members' time; avoid long presentations and never treat the meeting as a sales event. To keep members motivated, don't discuss things that your company can't change. |
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Follow-up. After each meeting, let members know what action you will take based on their comments. |
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Compensation. Obviously, pick up member travel expenses. Many companies also offer monetary compensation or at least provide gift certificates and other incentives. |
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>> Umpqua Goes Viral in New Small Business Campaign
In a humorous new small business campaign, Portland, OR-based Umpqua Bank is using online video, radio, direct mail and point-of-sale advertising to support The Lemonaire, a film designed to showcase Umpqua's support of small business. The summer-long program will provide participating children with lemonade stand starter kits. The associated "Guide to Starting Your First Small Business" includes tips on cash flow, pricing structure, ad planning and general business and financial literacy.
>> CMP to Launch SMB Website
Technology publisher CMP is launching bMighty.com, a site aimed at SMB IT staff. Part of CMP's Techweb group, bMighty will cover wireless technologies, hardware and software, networking, emerging technologies, security, IT services and e-business. Daily and weekly blogs and newsletters will push out the site's articles, reviews and columns. The site will officially launch later this month.
>> Orbitz Adds Small Business Offering
Online travel site Orbitz has added a self-managed corporate travel solution for small businesses. The new offering, through Orbitz for Business, includes many of the same features and benefits of Orbitz's larger managed programs, including access to corporate travel rates at no cost beyond transaction fees.
>> QuickBooks Developer Launches Startup
Former QuickBooks lead developer Ridgely Evers is preparing to launch NetBooks, an on-demand application integrating accounting, CRM and sales functionality. NetBooks is currently in stealth mode, with an official launch planned for later this summer.
>> FPL Energizes SMBs
To encourage the use of a new online
business energy evaluation tool, Florida Power & Light is holding a sweepstakes
to win $5,000. Based on user-provided business type, equipment needs
and weather conditions, the tool recommends energy-saving tactics and savings
and rebate programs.
>> HP Sponsors Forbes Business Plan Contest
Forbes.com is inviting its users to help choose the best small business
plan submitted to its Boost Your
Business contest, which is sponsored by HP. In
the first phase of the contest, nearly 1,000 small business owners submitted
500-word business plans. Twenty semi-finalists were chosen and, based on reader
votes, five finalists will be flown to New York to give live presentations. The
winner will receive $100,000 in cash; runners-up get HP products and services.
Send us your news. |
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Competitive Site Assessment
BBI recently conducted a detailed site assessment to help a major southeastern financial services firm understand how its small business site is performing relative to visitor expectations and key competitors. We assessed each competitive site on dimensions including small business specificity, product/service presentation, navigation and usability, online service presentation and the use of advisory content. The deliverable included detailed recommendations to enhance the small business site experience and thus visits, visit duration and online engagement. Contact
us to discuss how we can help your small business site outstrip the competition.
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BBI helps Fortune 500 and emerging companies achieve their
SMB marketing goals through research, strategy
and communications. Contact us to learn how we
can help you. |
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