One of the most important concepts to learn – and communicate to your members and internal executives – is that your customer advisory board (CAB) should not be established as a “one-time” meeting or an “event.” Doing so implies that your program is attempting to address a single challenge or, worse, is a test to see if it works and is successful in the first place.

Indeed, once a company goes through the process of establishing its program charter, recruiting members, creating a customer-focused agenda, holding the meeting, and completing resulting actions items, some CAB managers may feel uncertain as to what to do next. The answer is to restart the CAB program creation process from the beginning once again, in the name of keeping your momentum going and making it an ongoing initiative – one that hopefully never ends.  Such steps can include revisiting:

Customer Advisory Board Program Charter

As this includes your CAB program mission, goals, scope, and participation guidelines, it should be applicable for the first two years of your program. However, has anything changed since it was published and sent to your members? Have you changed course at all, added new goals and topics, or personnel involved? We all, for example, know all too well that in-person meetings have been canceled the last couple of years due to the Covid pandemic, so revisiting your virtual and face-to-face meeting cadence would be warranted under the circumstances. Updating your CAB program charter would especially be warranted for new members you may be recruiting going forward.

Customer Advisory Board Member Recruiting

Speaking of CAB membership, you may have had some members change companies, roles, account status, or a range of other variables that would require you to replace them on your CAB. In addition, it’s only natural that some members are more verbal or helpful during your meetings than others. The thought here is to continually evaluate your membership and always be on the lookout for potential new members (who meet your published criteria) to add. As we like to say, CAB recruiting never ends.

CAB Member Interviews

While you (hopefully) engaged with your CAB members before your first meeting, interviewing them about their top challenges and desired topics, don’t believe this step was a one-time endeavor. After all, their challenges and priorities likely have shifted over the previous months, and interviewing them again in advance of your next meeting will ensure your agenda is on point – and they will be eager to attend it.

CAB Agenda Creation

Companies should never simply repeat their CAB agenda from their previous meeting. Doing so will give your members the impression that your meeting will be a “re-run,” that your company is getting lazy and that their attendance is not necessary. While it is good to have some sessions repeated (e.g. an introductory “environmental scan”), feel free to shake your next meeting agenda up with breakouts, games, or an exclusive guest speaker. Keeping things fresh and exciting will keep your members engaged and coming back.

CAB Action Item Capture and Completion

If you were proactive in capturing and completing most of the action items from your previous CAB meeting, be sure to communicate these accomplishments to your members at the start of the next meeting. And don’t be shy about telling them which ones were not completed and are still in progress – they are your trusted advisors after all. But be prepared to once again capture, evaluate, prioritize, and commit to a range of new actions resulting from your next meeting – and keep your members posted on your status of completing these as well in future engagements.

Healthy, well-run CAB programs are never “finished.” Instead, they are in a perpetual state of motion and always progressing forward. By continually engaging your members and keeping them updated about your status, you will keep their program interest, participation, and satisfaction high. Watch our webinar with Forcepoint to learn how they engage CAB members year-round.

Customer Advisory Board Best Practices from Forcepoint

Ignite Advisory Group is the leading global authority on Customer Advisory Boards and Customer-Led Boards. Ignite’s proven methodology for managing and evolving Customer Advisory Boards includes a 4-stage process, encompassing 48 deliverables and measured by 20 metrics to deliver a clear ROI. To learn more about Ignite, visit our website, read our blogs, and follow us on LinkedIn. To find out how your company can benefit from Ignite’s CAB methodology and process, contact us today.

Share This