Building and expanding relationships with your customers is foundational to achieving sustainable, profitable growth. Customers need to see your commitment to their success and your willingness to invest time with them to cement true long-term partnerships.

Successful companies move beyond discussions with individual executives to engage their customer executives systematically. This can be done in group settings such as Customer Advisory Boards, or individually through Voice of the Customer programs and Account Alignment workshops.

Customer Advisory Boards

Customer Advisory Boards allow you to augment top-down strategy formulation from your Board of Directors with rich, bottom-up insights from your most strategic customers. They allow you to understand the reality of how you are perceived and how new initiatives will be received by the market, with the unimpeachable authority of the organizations who support and endorse you as customers.

Customer Dialogs Img
Improve Trust And Alignment

Actively explore topics of importance to you and your customers to build consensus.

Strengthen Relationships

Network with customers to better understand them as people and develop rapport resilience.

Improve Account Retention

Leverage improved customer confidence and trust to extend contracts and avoid re-bids.

Stimulate New Spending

Build customer understanding and interest in your capabilities to promote account growth.

Cultivate References

Capitalize on customer goodwill to create references for analysts, advisors and prospects.

Customer Dialogs Img
Co-Innovate New Approaches

Collaborate with customers to unleash the group’s creativity to solve shared challenges

Voice Of The Customer Programs

Voice of the Customer programs allow you to engage senior executives of your most strategic customers in a minimally intrusive way to gauge how your partnership is progressing and where actions may be taken to strengthen your relationships with them. They allow you to understand customers’ perceptions of you holistically and specifically and identify areas of possible account growth.

Understand Customer Strategies

Discover where customers are in their strategic journeys and their plans for the future

Identify Problems & Opportunities

Discover where customers are in their strategic journeys and their plans for the future

Probe Customer Perceptions

Deeply examine customers’ perception of you and find value gaps upon which you can act

Account Alignment Programs

Account Alignment Programs allow you to stabilize and re-energize stagnant and at-risk accounts by bringing your executives and those of your nominated customer together for short workshops to establish consensus and define mutual commitments. They illustrate your unified commitment to the account and re-connect your account management function to the customer’s strategies.

Unearth And Examine Problems

Constructively discuss complex account issues, negativity and mistrust in a safe setting

Rebuild Trust And Consensus

Proactively identify ideas to build on points of agreement and isolate harder problems

Jointly Commit To Solutions

Establish a positive way forward with responsibilities & accountability for both parties

Business Benefits

Strengthen Your Brand

  • Consistently deliver on customer promises
  • Develop a reputation for active listening and honest communication
  • Improve customer referenceability based on trust and alignment

Improve Account Retention

  • Develop strong and resilient customer relationships
  • Arrive at account consensus through deeper understanding
  • Align products and services with customer needs

Improve Revenue & Margin

  • Stimulate new customer spending
  • Co-innovate to foster new high-value collaborations
  • Connect revenue growth to customer outcomes

Case Study


Service Provider Redesigns And Re-Launches Cybersecurity Practice

In the early Covid pandemic, our client saw an opportunity to evolve its cybersecurity practice to a more advanced level to meet growing customer demand. It brought the topic to its Customer Advisory Board, and set up a voluntary subcommittee of members to examine the question in more detail.

CIOs from 12 organizations joined the subcommittee, 3 of which brought their CISOs to the discussion. As the subcommittee progressed, our client came to a new understanding of how CIOs needed help with their Board presentations for funding, that they should better leverage their comparatively advanced penetration testing capabilities, that new buyers could be engaged during active breaches and how their capabilities could be woven into their healthcare-specific service offerings.

The Client implemented the findings, reorganized its cybersecurity delivery model and has doubled its revenue in the space over the last 3 years.