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Customer Advisory Board Impact

Leading B2B Companies Use Ignite’s CAB Design, Process and Methodology

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See how B2B companies drive business results using Ignite’s advisory board process.

Create Boards

Partner with Ignite to Gain Proven Processes and Metrics for Your World-Class Customer Advisory Board Program

Learn more about launching or managing your advisory board →

Optimize Boards

Improve Your Existing Board: Hire Ignite to Benchmark and Assess Your Customer Advisory Board Program

Learn more about improving your advisory board program →


Hire a Facilitator

Leverage Ignite’s Expertise to Facilitate Your Next Customer Advisory Board Meeting for Maximum Impact

Learn more about facilitating your next advisory board meeting →

What Our Customers Are Saying

Adobe Customer Advisory Boards “Running 11 global Customer Advisory Boards with 300 members is a daunting task. Ignite’s outcome-based methodologies and extensive best practices give us a dynamic blueprint for Customer Advisory Board success.”

Adobe Customer Advisory BoardsAlison Lutjemeier, Group Manager, Customer Success Programs, Adobe Systems

Samuel Johnson, former VP Marketing at Ryder “Stronger customer relationships from CAB programs are not limited to revenue and retention. The CAB showcases our thought leadership by tackling industry issues. Ryder was asked to participate in a member-led industry forum – the only carrier firm to be asked.”

Ryder Customer Advisory BoardsSamuel Johnson, VP, Global Marketing, Ryder

BNY Mellon Client Advisory Board “Kudos to Ignite! Ignite Advisory Group’s approach to ongoing client engagement with Customer Advisory Boards is spot on.”

BNY MellonMaureen Duff, Global Head of Marketing, Bank of New York Mellon

See more customers that use Ignite’s advisory board process and methodology.

Top Benefits of a Client Advisory Board

A Customer Advisory Board brings together your most important customers several times a year to discuss industry trends and challenges, product development, emerging needs and problems that need solving.

The Client Advisory Council members rely on your products and services, and have a vested interest in seeing your products improve and your company thrive.

A well managed Client Advisory Board provides high-impact value and guidance resulting in:

  • deepening relationships with top accounts
  • getting strategic feedback and new product ideas
  • gaining better alignment internally and with your customers’ perspective
  • improving customer satisfaction
  • increasing customer advocacy
  • referrals and higher client engagement
  • increasing customer retention
  • building thought leadership
  • driving new sales revenue
Customer Advisory Board Meeting
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Keys to a Successful Customer Advisory Board

What creates the magic in a Customer Advisory Board is the interaction between advisory board members, the lively discussions, the collective wisdom of the group. You put a business challenge or question on the table and let your customers discuss or debate a solution. That’s how the real issues get clarified, and how the fresh ideas surface. Remember that the Customer Advisory Board is about them, your customers. And this is where the ‘art’ of the CAB comes in: finding that intersection between what you want to know, and what they want to gain. How do you arrange it so your members get as much value (or more) from the CAB than you do? So it becomes critical to:

  • establish internal buy-in and align on CAB objectives (gain executive sponsorship)
  • document the mission and objectives of the CAB (create a charter)
  • invite the right customers (smart recruitment)
  • decide what mutually beneficial topics and issues to discuss (developing your agenda)
  • develop the meeting content and materials, properly guide the discussions (facilitating the meeting)
  • capture meeting insights and ensure consistent follow up (planning for ongoing engagement)
Learn More About CAB Strategy and Design View our CAB Guide>>

About Ignite Advisory Group

Ignite Advisory Group is the world’s leading consultancy focused exclusively on helping B2B companies engage with executives at key accounts through high-impact Customer Advisory Board and Partner Advisory Board programs. Our comprehensive services include outsourced program management, audit and optimization, advanced facilitation, program mentorship and much more. Backed by hundreds of advisory engagements with leading B2B companies, our proven methodology for managing and evolving Customer Advisory Boards includes a 4-stage process and encompasses 48 deliverables to deliver a clear ROI.

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