Customer-centric Info-Tech Strategies

Customer-centric Info-Tech Strategies

Lesson 04: Customer Advisory Board

Customer Advisory Board

Definition: Many businesses use a customer advisory board, or CAB, to assist them with market and customer research efforts. A customer advisory board is a group of customers who come together on a regular basis to share insights and advice with an organization. Usually, the members of a customer advisory board are high-level executives at their organizations and therefore can provide in-depth market insight.

What is a customer advisory board (CAB)?

A customer advisory board (CAB) is a group of key customers that a company invites to a meeting (and possibly additional periodic meetings) to offer feedback on the product as well as their overall impressions of the company.

Businesses assemble customer advisory boards with several common objectives in mind, including:

  • To create champions for their brand
  • To validate product ideas and guide the product roadmap
  • To help shape their marketing messaging
  • To gather market intelligence

Because a customer advisory board should serve as a representative sample of the company’s broader market, this board should include a cross-section of customers representing as many different market segments as possible.

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