A Customer Advisory Board is a handpicked group of your most strategic customers—typically 8 to 12 leaders—who collaborate with your executive team in structured sessions to exchange insights, provide feedback, and co-create strategy. These gatherings are not sales pitches—they’re forums for trust-building, innovation, and advocacy. Since the pandemic, CABs have often been run virtually or in a hybrid board.
What’s the difference between a customer advisory board and a focus group?
Not at all. While both collect customer feedback, the depth and strategic intent of a CAB set it apart.
Focus groups are one-off market research sessions that test ideas or gather reactions.
CABs are ongoing, executive-sponsored boards that shape company direction.
CAB members become trusted advisors who guide decisions, influence product roadmaps, and build long-term relationships with your leadership team.
Why do companies invest in a Customer Advisory Board?
CABs help companies:
Validate strategies with real-world customer input
Uncover unmet needs and hidden opportunities
Boost customer retention and deepen loyalty
Build trusted partnerships that fuel innovation
They’re also key to gathering qualitative data that complements traditional analytics.
What makes a CAB session successful?
A great CAB relies on:
A strategic agenda
Skilled facilitation
Clear pre-meeting expectations
Strong post-meeting follow-up
These ensure board members feel heard and valued—and your team knows how to act on their input.
What results can I expect from a CAB?
When I take on a client, here are the results you can expect.
Deeper customer insight
Higher retention and reduced churn
Better product decisions
Loyal customer advocates
Executive-level relationships that outlast contracts.
How often should a CAB meet—and in what format?
CABs typically meet:
In-person, annually, or semi-annually for strategic depth
Virtually for quarterly updates or product roadmap reviews
Hybrid to balance flexibility and intimacy
Format and frequency are tailored to your goals and your customers’ needs.
Can I help you run a CAB virtually or in a hybrid model?
Yes. I’ve helped companies run highly successful virtual CABs and hybrid CABs—even before they became the norm.
Virtual CABs can still foster connection through thoughtful design: interactive sessions, pre-meeting preparation, strong moderation, and structured follow-up are key.
Why would a customer join a Customer Advisory Board?
Customers join a CAB because they gain exclusive access, influence, and strategic visibility. For many, it’s a career-building opportunity and a way to shape the future of the tools and vendors they rely on.
Here are some common reasons customers say “yes” to a CAB invite:
Direct access to executives—to influence product direction and solve challenges faster
Peer learning and networking—sharing insights with others in their industry
Early visibility into product roadmaps and strategic initiatives
Professional recognition—being seen as a thought leader within their company and the industry
Trust and advocacy—customers want to partner with vendors who listen and act on feedback
Customers are more likely to engage when they see mutual value—when it’s not just about giving feedback, but growing their own influence too.
