The Customer Advisory Board (CAB)

The Customer Advisory Board

An essential program to your company’s overall success.

Customer Advisory Boards are designed to evolve customer engagement
from transactional engagements to long-term strategic business partnerships.

They bring together a variety range of people from C-level executives to technical experts, sponsors or power user to discuss strategic engagements.

The general rule is that a CAB should not be about selling your product,
nor to discuss specific features, which is more suitable for a separate focus group.

Also, it’s important to be selective about the members you bring in.

It’s highly suggested selecting customers that are fully committed to participate
and that represent your broad market and common use cases.

In summary, the CABs are a vital component of a company’s brand and strategy.
When executed well, the ROI for developing such strategic relationships is extremely high.

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