A major retailer's CEO sat silent through a Customer Advisory Board meeting, then revealed he'd spent a year planning to leave the vendor. The story shows why advisory boards need active advocates, not just attendees, or you'll miss the warning signs before clients walk.
And then the other part is creating advocates. And I've got a great story, if you don't mind if I share this. Yeah, please do. This is a real-life thing that happened with a client of ours. They were a big client in the distribution logistics fulfillment space. And they had come to us and wanted to start a customer advisory board with the C-suites of major retailers around the country, all of them you've heard of. And so we assembled that board and we were having the second meeting of the board, but one of the CEOs with a very well-known brand was sitting at the table and he was pretty quiet during the whole meeting. And at the end of the meeting, everybody's in the boardroom packing up their stuff and saying their goodbyes. And the chief commercial officer of our client came up to me and he goes, you're not going to believe this. You're not going to believe this. And I said, what's up? And he said, this one gentleman came to him and he said, you don't know this, but we've spent the last year putting our plan together to move away from you.
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