FAQ: "Is a Customer Advisory Board a focus group?" No! Here's why:


  • Membership is typically made up of 10-15 senior executives (not necessarily the end product users) normally representing the 20% of your customers that generate more than 80% of your revenue.
  • Topics of discussion tend to be more strategic than tactical. 
  • Customer Advisory Council members participate on a voluntary basis for the opportunity to influence the company’s direction, in a way which is beneficial to their own needs, as well as the wider customer base. 
  • There is an expectation that the organization will follow through on key recommendations made by it's Customer Advisory Board members to ensure their continued participation and client satisfaction.

CAB STRATEGIC GUIDE: "How Customer Advisory Boards Drive Business Growth" 


The Customer Advisory Board .org gathers and maintains Best Practices and strategy from our members for creating and managing client advisory councils. The following Strategic Guide is a summary of key research findings from the CAB Manager Industry Surveys, Benchmarking Index, discussions held during the Quarterly Conference Calls and sessions presented at the Annual Conference.


Table of Contents:


  1. What is a Customer Advisory Board?
  2. Why create an Advisory Board?
  3. Challenges in creating a highly engaged Advisory Board
  4. Types of Advisory Boards 
  5.  CAB Costs & Benefits (ROI)
  6. Evolution of a World Class Customer Advisory Board
  7. Organizational Structure Required to Support a CAB
  8. Methods to improve an existing CAB
  9. How To Get Started



Customer Advisory Board GUIDE

Top 6 Customer Advisory Board challenges:



Designing and running a world class Client Advisory Council requires continuous activity throughout the year. Our members report that their top 6 challenges are:


  1. Getting the right members: Recruiting the right executives from the customer base is no easy task. Have you developed an effective plan and communication program to recruit and keep the right members?
  2. Having the right conversations: How are you organizing your agenda to make sure you get the most from the limited conversation time you have available?
  3. Providing enough value: What are you doing to make sure members receive as much tangible value from their participation as you receive?
  4. Capturing strategic insight: How are you organized to make sure you can separate the truly important from the merely interesting and useful insights?
  5. Leveraging insight and relationships: Do you have an effective process in place to leverage what you accomplished with board members across your organization and track progress?
  6. Measuring impact: How can you be sure you’re getting a real return on the time and resources invested? Do you have appropriate metrics and an effective measurement system in place?


Ensure you have all the right BEST PRACTICES with a Customer Advisory Board .org Lifetime Membership