Virtual Fireside Chat with Ryder’s Stephanie Wicky: How Ryder Customer Advisory Boards Drive Priorities
In a recent webinar, Ignite’s Eyal Danon spoke to Ryder’s Stephanie Wicky, Vice President, Marketing all about customer advisory boards. Stephanie shared about how to sustain internal executive leadership engagement and how Ryder makes their CAB program work for them. Watch a video of the fireside chat below.
Here are some highlights from the conversation
- Advice to build executive support for a customer advisory board. It’s not going to happen overnight — be comfortable with that. Amplify the value of your board by getting real-time customer feedback on areas of focus for your company’s executive leadership team. Make sure meeting topics are very relevant. Get other internal champions to support your efforts.
- How to have your customer advisory board act as strategic advisors. Leveraging the CAB as strategic advisors is one of the most valuable functions of the CAB. Ryder emphasizes when they want the CAB to provide feedback from the point of view of industry advisors versus as a customer. Over time, Ryder has focused more on asking the CAB members to guide and advise Ryder from their industry “advisor hat.” Over time, Ryder has created a high level of engagement and partnerships with CAB members and those members are invested in Ryder and their relationships with peers. And creating a culture of transparency and trust around meeting discussions is key.
- How to get internal stakeholders to follow up after a CAB meeting? The CAB program management team needs to drive the follow-up to show the value of the CAB. You need to have a post-meeting process and a plan in place. How are you going to disseminate that information that was learned and shared? And follow up on it?
- How do you keep virtual CAB meetings interesting and engaging? Keep it short, no full-day virtual meetings. Pick one or two key agenda topics — avoid jam-packed agendas. Stick to relevant topics. Cadence is important — don’t meet too often. And, a 15-to-20 minute industry perspective and future trends update from Ryder’s CEO is highly valued by CAB members.
- Should you allow salespeople to attend CAB meetings? No, the CAB is not the right place to sell and it’s not the right place to bring the vibe that you’re going to be selling. Ryder does allow two SVPs of Sales (division heads) to attend CAB meetings to listen, they don’t talk at the meetings.
Watch the entire fireside chat between Eyal Danon, Ignite & Stephanie Wicky, Ryder below:
- [00:00] Webinar opens
- [01:49] Webinar Begins, Housekeeping & Agenda Review
- [02:54] About Ignite & Overview of Speakers & Poll
- [05:40] About Ryder & Stephanie Wicky Introduces Herself
- [10:47] About the Ryder Customer Advisory Boards
- [12:55] Fireside Chat Q&A begins: How is the Ryder executive leadership so engaged in the CABs?
- [18:19] Advice to build executive support for a customer advisory board
- [21:27] How to truly have your customer advisory board act as strategic advisors
- [25:43] On having a culture of transparency and trust to discuss potential product launches with CABs
- [28:20] How to get internal stakeholders to follow up or take action after a CAB meeting?
- [30:42] How do you keep virtual CAB meetings interesting and engaging?
- [36:12] Should you allow salespeople to attend CAB meetings?
- [39:16] Do you give the sales executives a report out after the meeting?
- [41:37] What makes a good customer advisory board member? And what’s not a good fit for a CAB member?
- [45:51] Wrap Up & CAB Resources
If you are looking for help in customer advisory board design, recruitment, customer-driven agenda creation, meeting facilitation, or ongoing management, we can help. Schedule a free consultation to talk to an Ignite CAB expert.
Ignite Advisory Group is the leading global authority on Customer Advisory Boards. Ignite’s proven methodology for managing and evolving Customer Advisory Boards includes a 4-stage process, encompassing 48 deliverables and measured by 20 metrics to deliver a clear ROI. To learn more about how your company can benefit from Ignite’s CAB methodology and process, contact us today.