If you’ve been wondering about setting up a Customer Advisory Board (CAB) at your company, you’re not alone. Many companies, including our product team here at Zenduty, have found them incredibly valuable for getting direct input from clients, shaping product roadmaps, and building stronger relationships. Let’s dive into what makes a CAB effective, drawing from some real-world experiences shared by some of the best in the business.

So, what exactly is a Customer Advisory Board? Think of it as a group of selected clients who regularly meet to give feedback, share insights, and discuss the future direction of your products or services. It’s a way to tap into the collective wisdom of your most engaged customers and make them feel like they’re part of something special.

One of the key aspects of a successful CAB is having a clear goal. Typically, the main aim is to get input on your product roadmap and build a community around your brand. But, it’s absolutely crucial to define what you want to achieve from the get-go. A product manager in our network mentioned that their company’s similar setup, which they called the Customer Collaboration Council, was fantastic for fostering conversations and making clients feel influential. They realised that running a CAB(or "3C" as they called it) requires good organizational skills. At their company, a customer success team member was in charge of the CAB. They handpicked clients who would be a good fit, communicated agendas well in advance, and used collaborative tools like Figjam over Zoom. They also held an annual in-person meeting at their HQ, which coincided with another client event to make it worth the travel for attendees. Keeping the number of employees in these meetings limited and creating a forum for clients to talk and for the company to listen was crucial.

Another product manager in our network has been involved with multiple companies that had CABs, both virtual and in-person. They highlighted a few keys to success that included using the clients’ time wisely, and more importantly, consistently follow-ups from the people driving the CAB. People like to feel special, so sending swags and making them feel part of an exclusive group can go a long way. Picking key stakeholders from the right clients is essential too.

A surprising insight that we got from some of our PM friends who ran CABs at many companies was that having a clear agenda was good but being flexible was important. Specifically, sometimes allowing the conversation to drift a bit has proven to uncover some very valuable insights from random, often unrelated questions.

TL;DR - Tips for Running an Effective CAB

Here are some practical tips based on these experiences:

  1. Define Clear Goals: Know what you want to achieve with your CAB, whether it’s getting product feedback, fostering community, or something else.
  2. Select the Right Members: Choose clients who are engaged, influential, and can provide valuable insights. Consider factors like industry, ARR, and product usage.
  3. Prepare Thoroughly: Communicate agendas in advance, use collaborative tools, and make sure every meeting is valuable.
  4. Be Flexible: While having an agenda is crucial, don’t be afraid to let the conversation flow naturally if it leads to valuable discussions.
  5. Value Their Time: Make sure each meeting is worth their time and follow up consistently. Sending swag can help make them feel special and valued.
  6. Measure Success: Have a system in place to evaluate the effectiveness of your CAB. Regular feedback from members can guide improvements.
Vishwa Krishnakumar