When a big-ticket business-to-business company launches a customer advisory council, the top salespeople always compete to get their favorite customer on the council, and also to make sure the council is lavishly entertained. Which is actually a mistake. Most companies have a small subset of customers who have the insight and energy to help guide the company. And those customers are most impressed when they see the company actually taking their advice. Of course, that's harder than throwing a party for them.
Loyalty 360: Achieving Inaugural Customer Advisory Council Success, 2011-Dec-20, by Karen Posey
I have observed several organizations spend valuable time, money and resources focused treating this like a trade show event. They are more interested in the “glitz and glamour” then on making sure they have the foundation built for long term success.