A Customer Advisory Board (CAB), also known as a Client Advisory Council, is a B2B sales & marketing program. The program involves regularly convening a small group of influential customers who have a vested interest in helping to shape the host company’s strategy. A well-designed customer advisory board will provide a forum for peer networking, while enabling all members to develop solutions to grow their businesses.

  1. Share best practices among Customer Advisory Board practitioners internationally
  2. Match companies embarking on Customer Advisory Council's with Customer Advisory experts & facilitators
  3. Promote Customer Advisory Boards as a proven method for increasing sales, customer loyalty and driving innovation in organizations worldwide

DEFINITION: What is a Customer Advisory Board?

Learn from Industry Practitioners...

Membership

If you’re managing or planning a Customer Advisory Board program then please consider becoming a Member of our industry association.

We are the ONLY industry association worldwide focused on Customer Advisory Board success. If your organization has a Customer Advisory Board program or is evaluating the benefits of creating one, we encourage you to join our community to accelerate your plans. Purchase Membership here.

Business is personal. Now more than ever it's imperative to build deeper relationships with your best customers. It's well known that your top 20% of clients typically generate 80% of your revenue. Engaging key decision makers in these accounts through a Client Advisory Council or board will deliver:


  • Early warnings of shifts in customer needs and emerging opportunities (Market Research) 
  • New Product Development feedback (Innovation)
  • Reduce customer attrition and churn, especially among Customer Advisory Board members (Customer Loyalty)
  • Advice on approaching and appealing to similar customers, including referrals (Sales)
  • Intelligence on competitor's tactics and strategies - what’s working and what’s not (Market Intelligence) 
  • A Customer Advisory Board can drive significant new revenue if managed effectively!

Customer Advisory Board .org MISSION

Conference 2016

Why create a Customer Advisory Board?

Since our founding in 2009, the Customer Advisory Board .org has grown to over 500 members representing 32% of Fortune 1000 corporations. Our annual conference is a great place to share and learn best practices.