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How To Run A Customer Meeting

Conduct thorough pre-meeting research, facilitate effective communication, focus on the client’s needs and feedback, and ensure a constructive follow-up for a successful customer meeting.

A customer meeting is a scheduled engagement between a business and its client or customer which aims to discuss products, services, issues, or any other business matter that requires direct face-to-face, virtual, or telephonic conversation. The purpose of this meeting can vary; it can be focused on addressing customer issues, delivering product demonstrations, negotiating deals, understanding customer needs, or simply fostering a stronger, more personalized business relationship. Effective customer meetings are central to good customer service and integral to maintaining customer satisfaction, client retention and ultimately, business growth.

What is the purpose of a Customer Meeting?

The purpose of running a customer-meeting as a leader is to effectively communicate with customers, understand their needs and concerns, build strong relationships, and gather feedback to improve products or services. It allows leaders to demonstrate their commitment to customer satisfaction, address any issues, and explore opportunities for future collaboration.

How To Run A Customer Meeting: Step-By-Step


Step 1: Planning the Meeting

This step is vital as it outlines the meeting’s direction, setting the purpose, objectives, and selecting pertinent participants ultimately determining what should be accomplished post-meeting. It ensures the meeting’s effectiveness by outlining expectations and appointing relevant contributors for a productive discussion.

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Step 2: Scheduling the Meeting

This phase entails selecting an optimal date, time, and venue for your meeting to accommodate all participants. Tools such as Google Calendar or Outlook could be utilized for seamless scheduling. They allow you to find a compatible time slot that fits all attendees’ schedules, taking into account factors like time zones and work hours to avoid clashes.

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Step 3: Creating an Agenda

To manage a productive meeting, outline the topics and tasks to be addressed or executed. Assign each segment a time frame, ensuring to keep a cushion for unexpected dialogues or tasks. This precaution facilitates seamless meeting progression, adhering to the planned duration, preventing overtime and maximizing efficiency.

ZipDo, our app, integrates seamlessly with your calendar to consolidate all appointments into a unified collaborative platform. In this space, teams can co-create a shared agenda, allowing every member to contribute their topics. This feature enhances team preparedness and streamlines both meeting preparation and follow-up, leading to more productive meetings.


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Step 4: Invite Participants

To hold a meeting, first, send an appointment invitation to all relevant individuals. The invite should include key specifics such as the date, time, venue or virtual meeting link, the objective and the detailed agenda for the meeting. Importantly, articulate the significance and value of their participation effectively, ensuring they know their contribution is vital and valued.

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Step 5: Preparation for the Meeting

Based on the meeting’s agenda, diligently prepare all essential materials such as presentations, documents, or reports. These materials are crucial for providing context or additional information on the topics for discussion. To ensure effective understanding and spur fruitful conversations, consider sharing these materials with the meeting participants ahead of time when necessary.

ZipDo, our tool, offers a solution for the seamless preparation of team meetings. It centralizes past session information, including agendas and meeting notes, making it accessible for meeting leads. This organization aids in efficient preparation and ensures that nothing important is overlooked.

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Step 6: Conduct the Meeting

As the primary leader of the meeting, the facilitator’s role is key in ushering proceedings according to the predefined agenda. This means managing introductions, steering the flow of discussions, ensuring efficient timekeeping, reacting to and resolving conflicts tactfully and effectively, and recapping agreements or actions decided upon. Their objective is to ensure that the meeting’s goals are met while fostering a productive and respectful environment.

Questions to ask as the leader of the meeting

1. “What challenges or pain points are you currently facing with our product/service?” – This question allows the leader to understand the specific issues customers may be experiencing, enabling them to offer tailored solutions and improve customer satisfaction.

2. “How satisfied are you with our current level of support?” – By asking about customer satisfaction with support, the leader can identify areas of improvement, ensure prompt and effective assistance, and maintain strong customer relationships.

3. “What features or enhancements would you like to see in our next product update?” – Gathering feedback on desired features helps leaders align their product development plans with customer expectations, ultimately resulting in a more marketable and appealing offering.

4. “Are there any gaps in our product/service that you feel our competitors are addressing better?” – This question provides insights into areas where competitors may have the upper hand, allowing leaders to identify opportunities for innovation and competitive differentiation.

5. “How can we improve the value and ROI you receive from our product/service?” – Understanding how customers perceive the value and return on investment helps leaders refine their offerings to maximize customer satisfaction and solidify loyalty.

6. “What are your long-term goals, and how can we support you in achieving them?” – By discussing customers’ long-term objectives, leaders can align their strategies and offerings to provide added value, fostering a strong partnership and ensuring customer success.

7. “Is there anything we could be doing better as a company?” – Encouraging customers to provide constructive feedback on any areas for improvement can help leaders identify blind spots and implement necessary changes to enhance overall customer experience.

8. “How likely are you to recommend our product/service to others, and why?” – Understanding customer sentiment towards recommending the product/service provides a measure of loyalty and satisfaction, and also offers valuable insights into the strengths and weaknesses of the offering.

9. “What channels or methods of communication do you prefer when engaging with our company?” – This question allows leaders to adapt their communication strategies to meet customer preferences, ensuring seamless and effective interactions.

10. “Is there anything else you would like to share or address during this meeting?” – Offering customers the opportunity to share additional thoughts or concerns ensures that all issues are addressed and provides customers with a sense of being heard and valued.

As a leader, preparing a customer-meeting agenda is crucial for a successful interaction. Start by clearly defining the objectives and desired outcomes. Identify the key topics to discuss, ensuring they align with the customer’s needs and interests. Prioritize the agenda items and allocate time accordingly. Share the agenda with all participants in advance to allow for preparation and engagement.

How To Prepare For A Customer Meeting
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During a customer meeting, it is important to discuss topics such as the customer’s specific needs and requirements, product or service features and benefits, pricing and payment terms, implementation or delivery timelines, ongoing support and maintenance, and any potential challenges or concerns. By addressing these topics, both parties can ensure a successful partnership and meet the customer’s expectations.

See Our Customer Meeting Template
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Software tools to facilitate a Customer Meeting

Software helps leaders run customer meetings more efficiently by providing tools for scheduling, agenda planning, and documentation. With automated reminders and calendar integrations, leaders can schedule and organize meetings seamlessly. During meetings, software enables real-time collaboration, note-taking, and document sharing. Afterward, leaders can easily access and analyze meeting data, improving decision-making and customer relationships.

Our Recommendations:


Running a productive customer meeting may seem challenging but is definitely manageable once you know how. Start by doing a thorough preparation, setting clear objectives, and creating an engaging agenda. Always ensure everyone’s on time and be respectful of your customers’ perspectives and time. Remember to actively listen, communicate efficiently, and address all of their concerns tactfully. Never leave without setting the next steps and subsequently, follow through on them promptly. Mastering these steps will not only result in successful customer meetings but also crates strong, fruitful relationships. After all, a successful business relies significantly on the strength of its connections with its customers, and nothing helps build and maintain these connections better than effective and productive meetings.

Jannik Lindner

I'm Jannik and I write on MeetingFever about the experiences from my career as a founder and team lead.

If you have any questions, please contact me via LinkedIn.

Popular Questions

What is the main objective of our customer meeting?

The main objective is typically to discuss the needs, issues, or recommendations for a client’s project or product. This could involve presenting new products or services, resolving technical issues, negotiating terms, or offering customer support.

Who should be present at a customer meeting?

It typically varies depending on the purpose of the meeting, but it usually includes decision-making representatives, key contributors, or stakeholders from both sides. This can include sales representatives, project managers, and the client themselves.

How can we ensure our customer meeting is successful?

A successful customer meeting involves careful preparation, clear communication of expectations, an agreed agenda, and an open discussion. It is also crucial to listen to the customer’s requirements or concerns and offer thorough solutions.

How long should a customer meeting last?

The length of the meeting depends on the agenda, but in general, it is ideal to keep the meeting between 30 minutes to an hour to maintain focus and productivity.

What do we do after a customer meeting?

After a customer meeting, it is important to follow up with a summary of what was discussed, any decisions made, and next steps. This can be sent via email or in a formal report. It is also recommended to gather feedback from the customer to improve future meetings.

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