Client Advisory Boards: A New Kind of Loyalty Program

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When was the last time you stopped to evaluate your practice?

Has it been 6 months? A year? More than a year?

No matter how long it’s been, it’s never too late to make it a habit. Evaluations should be a regular part of your practice, and getting feedback from your clients is an excellent first place to start.

Not only do your clients know your practice, they know your target market – because they are your target market. Building a client advisory board (CAB) is a great way to gauge the efficiency of your practice, and it’s also one of the most cost-effective.

Here’s how CABs can work for you:

  • Create a strategy. Any great marketer will tell you that the first step in building a sound strategy is knowing your ideal client. This includes knowing everything about them, from communication preferences and what services they are looking for to how they like receiving your practice’s updates. Information like this is crucial, and it can help you determine if you should send a direct mail newsletter or an email.
  • Build loyalty and referrals. Most clients enjoy getting involved. These meetings will be an opportunity to show appreciation for their business and demonstrate that you value their opinions. When you provide a better customer experience, clients are more likely to share your business card with family and friends.
  • Make plans for the future. The main goal of establishing a CAB is to generate feedback from clients on how to improve your practice. Advisory boards offer great insight into how well your practice is meeting the needs of those you work for. What keeps your clients awake at night? Perhaps there is a new service your practice could offer or a new tool you could provide for their added peace of mind.

Now that you know why you should organize a client advisory board, you’ll need to know how. Contact Impact to receive your complete guide on how to select your CAB and host your first appreciation event.

For insurance professional use only. Not for distribution to members of the public.
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Stephen Odom, CEO of The Impact Partnership


Chief Executive Officer

Stephen started in the insurance marketing business in 2001 as a new business consultant. In 2002 he was promoted to Director of Sales and built a 200 million book of business from scratch. By 2005, he was one of the top wholesalers in the country, working with some of the top financial advisors and insurance agents across the USA. In 2008, Stephen was promoted to Co-President of one of the largest IMOs in the country.

In 2011, Stephen continued his entrepreneurship path and co-founded The Impact Partnership, an INC 5000 company. Stephen is responsible for the strategic vision of Impact and is laser-focused on creating a culture of growth for both internal teammates and our amazing customers.

Stephen lives in Kennesaw, GA, with his wife of more than 20 years, Kendra. They are blessed with three beautiful children Katie, Tyler, Anna Brooke, and Laya, their German Shepherd and Luna, their BernieDoodle.