• Skip to main content
  • Skip to primary sidebar
  • Skip to footer
QuestionPro

QuestionPro

questionpro logo
  • Products
    survey software iconSurvey softwareEasy to use and accessible for everyone. Design, send and analyze online surveys.research edition iconResearch SuiteA suite of enterprise-grade research tools for market research professionals.CX iconCustomer ExperienceExperiences change the world. Deliver the best with our CX management software.WF iconEmployee ExperienceCreate the best employee experience and act on real-time data from end to end.
  • Solutions
    IndustriesGamingAutomotiveSports and eventsEducationGovernment
    Travel & HospitalityFinancial ServicesHealthcareCannabisTechnology
    Use CaseAskWhyCommunitiesAudienceContactless surveysMobile
    LivePollsMember ExperienceGDPRPositive People Science360 Feedback Surveys
  • Resources
    BlogeBooksSurvey TemplatesCase StudiesTrainingHelp center
  • Features
  • Pricing
Language
  • English
  • Español (Spanish)
  • Português (Portuguese (Brazil))
  • Nederlands (Dutch)
  • العربية (Arabic)
  • Français (French)
  • Italiano (Italian)
  • 日本語 (Japanese)
  • Türkçe (Turkish)
  • Svenska (Swedish)
  • Hebrew IL (Hebrew)
  • ไทย (Thai)
  • Deutsch (German)
  • Portuguese de Portugal (Portuguese (Portugal))
Call Us
+1 800 531 0228 +1 (647) 956-1242 +52 999 402 4079 +49 301 663 5782 +44 20 3650 3166 +81-3-6869-1954 +61 2 8074 5080 +971 529 852 540
Log In Log In
SIGN UP FREE

Home CX

Customer Advisory Board: Definition, Tips & Best Practices

Customer Advisory Board: Definition, Tips & Best Practices

Establishing a Customer Advisory Board (CAB) is a strategic move that can significantly impact the success and growth of a business. A CAB is a group of selected customers who provide a company with feedback, insights, and guidance, helping it better understand marketing strategy needs and enhance its products or services. 

In this blog post, we will explore the definition of a customer advisory board and its benefits to a business. We will also provide tips and best practices for creating and managing a practical CAB.

Content Index hide
1 What is a Customer Advisory Board?
2 How to Start a Customer Advisory Board
3 Tips for Establishing a Successful Customer Advisory Board
4 Benefits of Customer Advisory Boards
5 Conclusion

What is a Customer Advisory Board?

A Customer Advisory Board (CAB) is a strategic initiative where a company forms a select group of its key customers to provide feedback, insights, and guidance on various aspects of its products, services, and overall business strategy. 

The primary purpose of a customer advisory board is to establish a collaborative relationship between the company and its customers, leveraging their expertise and experiences to improve and shape the company’s offerings.

How to Start a Customer Advisory Board

Starting a Customer Advisory Board (CAB) can be a valuable initiative for businesses seeking direct feedback from their customers and building stronger relationships. Here’s a step-by-step guide on how to start a customer advisory board, focusing on defining objectives and recruiting members:

01. Define Customer Advisory Board Objective

A Customer Advisory Board’s primary objective is to gather valuable insights, feedback, and perspectives from key customers. This strategic forum aims to enhance product/service development, strengthen customer relationships, and align business strategies with the evolving needs and expectations of the customer base. Here’s a step-by-step description:

  • Identify Purpose and Goals

Clearly define why you want to establish a customer advisory board. Is it for product feedback, strategic input, or improving customer satisfaction?

Set specific goals and expectations for what you hope to achieve with the board.

  • Target Audience

Identify the specific group of customers you want on the board. Consider factors such as demographics, industry, and usage patterns.

  • Scope of Involvement

Determine the level of involvement you expect from the CAB. Will it be a one-time meeting or an ongoing relationship with regular interactions?

  • Communication Plan

Develop a communication plan to inform members about the board’s purpose, goals, and activities. Clearly articulate the benefits of participation.

  • Feedback Mechanisms

Establish a process for collecting and managing feedback from the CAB. This could involve surveys, focus groups, or other interactive methods.

02. Recruit a Customer Advisory Board

Recruiting a Customer Advisory Board (CAB) can be valuable for gathering insights, feedback, and perspectives directly from your customers. Here’s a step-by-step description:

  • Identify Potential Members

Look for passionate customers about your product or service and represent diverse perspectives. Consider factors like company size, industry, and geographic location.

  • Engage Existing Customers

Start by reaching out to your existing customer base. Use your CRM system to identify loyal and engaged customers interested in participating.

  • Incentives

Offer incentives for participation. This could include early access to new features, exclusive events, or discounts. Ensure that the incentives align with your customers’ interests.

  • Personalized Invitations

Reach out to potential members with personalized invitations. Communicate the benefits of joining the advisory board and highlight how their input can influence your business.

  • Diversity

Aim for diversity in terms of company size, industry, and geography. A diverse CAB will provide a broader range of perspectives and insights.

  • Application Process

Create a simple application process to gather information about potential members. Ask about their experience with your product, their industry insights, and their reasons for wanting to join the CAB. 

  • Selection Criteria

Establish clear criteria for selecting members based on their relevance to your objectives and the diversity they bring to the board.

  • Orientation Session

Once members are selected, organize an orientation session to introduce them to the CAB’s structure, objectives, and how their feedback will be used.

  • Ongoing Engagement

Foster ongoing engagement with regular updates, meetings, and opportunities for interaction. Keep the lines of communication open and make members feel valued.

Tips for Establishing a Successful Customer Advisory Board

Establishing a successful Customer Advisory Board (CAB) requires careful planning and execution. Here are some tips to guide you through the process:

1. Define Clear Objectives

Clearly outline the objectives you aim to achieve through your customer advisory board members. Whether improving products, refining services, or enhancing customer satisfaction, having well-defined goals is crucial.

2. Select a Diverse Membership

Ensure diversity in the composition of your customer advisory board meeting. Include representatives from various industries, company sizes, and geographic locations to capture a broad spectrum of perspectives.

3. Provide Value for Participants

Make participation worthwhile for your customers. Offer exclusive access to product roadmaps, early releases, or special events. Demonstrating the tangible benefits of their involvement will encourage active participation.

4. Facilitate Open Communication

Foster an environment where participants feel comfortable expressing their opinions. Encourage open dialogue, listen actively, and show a genuine interest in their feedback.

5. Set a Regular Meeting Schedule

Establish a consistent customer advisory meeting schedule to maintain engagement and continuity. This helps build community among board members and ensures ongoing collaboration.

Benefits of Customer Advisory Boards

  • Engage Leadership: Ensure key decision-makers within your organization are actively involved in the customer advisory board. Their participation demonstrates a commitment to listening to customers and acting on their feedback.
  • Use Multiple Communication Channels: Employ a variety of communication channels, such as in-person meetings, video conferences, and online forums, to accommodate diverse preferences and facilitate continuous interaction.
  • Capture Actionable Insights: Develop a structured process for capturing and analyzing insights from CAB meetings. Use this feedback to drive actionable organizational changes, demonstrating to customers that their input has a tangible impact.
  • Evolve with Customer Needs: Periodically reassess the composition and structure of your customer advisory council to ensure it continues to align with evolving customer needs and market trends.
  • Recognize and Reward Participation: Acknowledge and appreciate participants’ time and effort on the customer advisory board. Recognize their contributions publicly and offer incentives or rewards as a token of appreciation.

Conclusion

A well-managed Customer Advisory Board is valuable for any organization striving to stay customer-focused and competitive. By establishing clear objectives, selecting a diverse membership, and following best practices, businesses can harness the collective wisdom of their customers to drive innovation and ensure long-term success. 

As companies continue to evolve in response to changing market dynamics, the role of customer advisory boards becomes increasingly crucial in maintaining a customer-centric approach and fostering meaningful, collaborative relationships.

QuestionPro CX enhances customer advisory boards by providing a comprehensive platform for customer feedback and collaboration. It facilitates real-time insights, ensuring a dynamic exchange of ideas. 

The tool enables seamless communication, surveys, and analytics, fostering a proactive approach to customer needs. With QuestionPro CX, businesses can strengthen relationships, align strategies, and drive customer-centric innovation for sustained success.

       

SHARE THIS ARTICLE:

About the author
QuestionPro Collaborators
Worldwide team of Content Creation specialists focusing on Research, CX, Workforce, Audience and Education.
View all posts by QuestionPro Collaborators

Primary Sidebar

Take full control of your customer journey

Make immediate business actions with our CX management platform

Learn more

RELATED ARTICLES

HubSpot - QuestionPro Integration

Usability Testing: What it is, Importance + How to do it?

Jul 13,2023

HubSpot - QuestionPro Integration

Data processing in research: What is it, steps & examples

Jun 13,2022

HubSpot - QuestionPro Integration

Customer Perception: Definition, Importance, How to Manage

Nov 09,2023

BROWSE BY CATEGORY

  • Academic
  • Academic Research
  • Artificial Intelligence
  • Assessments
  • Audience
  • Brand Awareness
  • Business
  • Case Studies
  • Communities
  • Consumer Insights
  • Customer effort score
  • Customer Engagement
  • Customer Experience
  • Customer Loyalty
  • Customer Research
  • Customer Satisfaction
  • CX
  • Employee Benefits
  • Employee Engagement
  • Employee Engagement
  • Employee Retention
  • Enterprise
  • Events
  • Forms
  • Friday Five
  • General Data Protection Regulation
  • Guest Post
  • Insights Hub
  • Life@QuestionPro
  • LivePolls
  • Market Research
  • Marketing
  • Mobile
  • Mobile App
  • Mobile diaries
  • Mobile Surveys
  • New Features
  • non-profit
  • NPS
  • Online Communities
  • Polls
  • Question Types
  • Questionnaire
  • QuestionPro
  • QuestionPro Products
  • Release Notes
  • Research Tools and Apps
  • Revenue at Risk
  • Startups
  • Survey Templates
  • Surveys
  • Tech News
  • Tips
  • Training
  • Training Tips
  • Trending
  • Tuesday CX Thoughts (TCXT)
  • Uncategorized
  • VOC
  • Webinar
  • Webinars
  • What’s Coming Up
  • Workforce
  • Workforce Intelligence

Footer

MORE LIKE THIS

ken tcxt

Experience – What’s Included? | Tuesday CX Toughts

May 20, 2025

artificial-data

What is Artificial Data & How It’s Shaping Research

May 20, 2025

wells-fargo-nps-2025

Wells Fargo NPS 2025: What Businesses Can Learn

May 19, 2025

word-cloud

Word Cloud: What it is & How to Use QuestionPro Word Cloud?

May 16, 2025

Other categories

  • Academic
  • Academic Research
  • Artificial Intelligence
  • Assessments
  • Audience
  • Brand Awareness
  • Business
  • Case Studies
  • Communities
  • Consumer Insights
  • Customer effort score
  • Customer Engagement
  • Customer Experience
  • Customer Loyalty
  • Customer Research
  • Customer Satisfaction
  • CX
  • Employee Benefits
  • Employee Engagement
  • Employee Engagement
  • Employee Retention
  • Enterprise
  • Events
  • Forms
  • Friday Five
  • General Data Protection Regulation
  • Guest Post
  • Insights Hub
  • Life@QuestionPro
  • LivePolls
  • Market Research
  • Marketing
  • Mobile
  • Mobile App
  • Mobile diaries
  • Mobile Surveys
  • New Features
  • non-profit
  • NPS
  • Online Communities
  • Polls
  • Question Types
  • Questionnaire
  • QuestionPro
  • QuestionPro Products
  • Release Notes
  • Research Tools and Apps
  • Revenue at Risk
  • Startups
  • Survey Templates
  • Surveys
  • Tech News
  • Tips
  • Training
  • Training Tips
  • Trending
  • Tuesday CX Thoughts (TCXT)
  • Uncategorized
  • VOC
  • Webinar
  • Webinars
  • What’s Coming Up
  • Workforce
  • Workforce Intelligence

questionpro-logo-nw
Help center Live Chat SIGN UP FREE
  • Sample questions
  • Sample reports
  • Survey logic
  • Branding
  • Integrations
  • Professional services
  • Security
  • Survey Software
  • Customer Experience
  • Workforce
  • Communities
  • Audience
  • Polls Explore the QuestionPro Poll Software - The World's leading Online Poll Maker & Creator. Create online polls, distribute them using email and multiple other options and start analyzing poll results.
  • Research Edition
  • LivePolls
  • InsightsHub
  • Blog
  • Articles
  • eBooks
  • Survey Templates
  • Case Studies
  • Training
  • Webinars
  • All Plans
  • Nonprofit
  • Academic
  • Qualtrics Alternative Explore the list of features that QuestionPro has compared to Qualtrics and learn how you can get more, for less.
  • SurveyMonkey Alternative
  • VisionCritical Alternative
  • Medallia Alternative
  • Likert Scale Complete Likert Scale Questions, Examples and Surveys for 5, 7 and 9 point scales. Learn everything about Likert Scale with corresponding example for each question and survey demonstrations.
  • Conjoint Analysis
  • Net Promoter Score (NPS) Learn everything about Net Promoter Score (NPS) and the Net Promoter Question. Get a clear view on the universal Net Promoter Score Formula, how to undertake Net Promoter Score Calculation followed by a simple Net Promoter Score Example.
  • Offline Surveys
  • Customer Satisfaction Surveys
  • Employee Survey Software Employee survey software & tool to create, send and analyze employee surveys. Get real-time analysis for employee satisfaction, engagement, work culture and map your employee experience from onboarding to exit!
  • Market Research Survey Software Real-time, automated and advanced market research survey software & tool to create surveys, collect data and analyze results for actionable market insights.
  • GDPR & EU Compliance
  • Employee Experience
  • Customer Journey
  • Synthetic Data
  • About us
  • Executive Team
  • In the news
  • Testimonials
  • Advisory Board
  • Careers
  • Brand
  • Media Kit
  • Contact Us

QuestionPro in your language

  • English
  • Español (Spanish)
  • Português (Portuguese (Brazil))
  • Nederlands (Dutch)
  • العربية (Arabic)
  • Français (French)
  • Italiano (Italian)
  • 日本語 (Japanese)
  • Türkçe (Turkish)
  • Svenska (Swedish)
  • Hebrew IL (Hebrew)
  • ไทย (Thai)
  • Deutsch (German)
  • Portuguese de Portugal (Portuguese (Portugal))

Awards & certificates

  • survey-leader-asia-leader-2023
  • survey-leader-asiapacific-leader-2023
  • survey-leader-enterprise-leader-2023
  • survey-leader-europe-leader-2023
  • survey-leader-latinamerica-leader-2023
  • survey-leader-leader-2023
  • survey-leader-middleeast-leader-2023
  • survey-leader-mid-market-leader-2023
  • survey-leader-small-business-leader-2023
  • survey-leader-unitedkingdom-leader-2023
  • survey-momentumleader-leader-2023
  • bbb-acredited
The Experience Journal

Find innovative ideas about Experience Management from the experts

  • © 2022 QuestionPro Survey Software | +1 (800) 531 0228
  • Sitemap
  • Privacy Statement
  • Terms of Use