In their book Creating Customer Evangelists, authors Jackie Huba and Ben McConnell champion companies of all sizes that tap into the love customers have for their brand.

According to Jackie and Ben, one marketing strategy that many of these companies have in common is the creation of a board of customer evangelists. A solid board of committed customers (with no other investment in your business) can provide you with more business insight and marketing ideas than a dozen demographic studies or focus groups.

Start small for big ideas.

Begin by identifying 4-6 of your most loyal customers, then invite them to join an informal panel of “customer experts.”  Keep the number of participants small – manageability is key in the beginning, both in terms of people skills and to be able to capture the ideas that are generated by the group.

Create a “come-as-you-are” sense of informality.

This is the kind of board that belongs around a dinner table, not a conference table.

Once or twice a year, bring the group together in a luncheon or dinner atmosphere (a private room in a restaurant or at someone’s home is good), and break bread together.  Set the stage for conversation, informality, and sharing.  Eat, drink, and be merry.  Only after getting everyone to relax a bit should you start talking business.

Encourage bad news.

Any good relationship built on trust allows for freedom of communication – the good, the bad, and the ugly.

A successful board of customer evangelists not only tells you what you’re doing right, but what you can improve.  Do you want honest feedback about what you’re doing right and wrong?  These customers will tell you.  Explore how they’re using your product or service.  Are they missing something you assumed they knew how to do?  Are they utilizing what you sell in ways you never dreamed – ways that should be shared with others?

Start the conversation by saying, “I already know that you love our company.  I do want to hear about the things you think we’re doing right, so that we can deliver that experience on a consistent basis.  But, more important, I need to hear where we are missing the mark.  What can we improve?  Where are we inconsistent?  What will make us better as a company and deliver an even greater experience to our customers?”  The feedback you get will be mind-blowing.

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Businesses of any size can create a board of customer evangelists.  Whether your business is a one-person photography studio, a 20-person mechanics garage, or a corporation with thousands of employees, this research tool will work for you.

Why wouldn’t you try this?  This group of customers loves you for SOME reason – you’ve already won them over.  The trust and love is there – let them help you.

More than ever, customers are dying to have a dialogue with companies.  Be one of the smart companies, and start one with your customers.