Advisory Board Helps Firm Focus

Marshall, Jeffrey; Heffes, Ellen M.
November 2003
Financial Executive;Nov2003, Vol. 19 Issue 8, p11
Academic Journal
This article discusses some of the benefits associated with having a customer advisory board. The author examines how CIMCO Communications Inc. has made use of this tool and how it has allowed them to gain intelligence and pick up developments they would have otherwise been unaware of. The author provides a background of CIMCO and relates the views of Bill Capraro, president of CIMCO, on the efficacy of the company's customer advisory board. Capraro mentions that it was through the work of the board that the company decided that their brand was outdated and needed to undergo a change. When they developed a new Internet product the board helped determine what features and services would be necessary to include.


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