7 Ways to Hail a CAB: Steering Your Customer Advisory Board to Success

Define where you want your CAB to take you—whether it’s navigating product development, exploring market trends, or strengthening customer relationships. With a clear destination in mind, every meeting becomes a pit stop that keeps you on course toward your strategic goals. And don’t worry who owns the CAB. 

Explained a Huddler, “Marketing stood up a CAB a few years ago and continues to drive that experience including agenda, content, and meetings; but CX now owns it.”

Your CAB’s success depends on who’s along for the ride. Select customers who not only represent your target markets but also bring unique perspectives and a vested interest in your journey. A diverse group of passengers—spanning different industries, geographies, and company sizes—ensures a richer, more insightful trip. 

As one Huddler noted, “We include a couple of detractors on our CAB and inevitably they become super fans as we address their issues and concerns.”

Every successful road trip needs rules, and your CAB is no different. Establish a governance model that outlines the frequency of meetings, roles, responsibilities, and term limits. This framework keeps the journey smooth, ensuring that everyone knows their role and that the board remains dynamic with fresh energy over time. 

As one Huddler put it, “We expect them to show up to all of our in-person meetings and be available for feedback in between.”

For your CAB to be effective, you need open roads—an environment where honest feedback flows freely. Just as you trust your co-pilot to speak up about road hazards, your CAB members should feel comfortable sharing candid insights. A skilled facilitator is your GPS, guiding discussions and ensuring the route stays clear of roadblocks. 

“We invite detractors to bring their honest feedback so we can get ahead of their issues. When you turn someone from negative to positive, they become your biggest advocate,” shared a Huddler.

Insights from your CAB are the fuel that powers your business forward. But fuel alone won’t get you anywhere—it needs to be converted into action. Develop a process for integrating feedback into your strategic plans, and make sure your team is on board with implementing these insights. Keep your CAB informed about how their contributions are fueling your journey. 

As a Huddler explained, “Our CAB program has made it easier to get customer testimonials, case studies, thought leadership content, quotes for PR, and more.”

Your passengers are giving you their time and expertise—make sure the ride is worth it. Provide them with scenic routes, such as exclusive company insights, early access to new products, or unique networking opportunities. When your CAB members see the value in the journey, they’ll be more engaged and eager to stay on board. 

One Huddler also noted, “We try to keep these a non-selling environment; if selling happens, it’s because one customer shared how they were using a new aspect of the product.”

Even the best vehicles need regular maintenance, and your CAB is no exception. Continuously assess the board’s composition, meeting structure, and focus areas to ensure they’re aligned with your evolving business needs. Solicit feedback from your CAB members to fine-tune the experience, and don’t hesitate to make adjustments. A well-maintained CAB will keep running smoothly, delivering value mile after mile.