WEBINAR Inside the Holman CAB: Turning Customer Voice into Strategic Direction
Holman’s Fleet Client Advisory Board (CAB) is built on a simple principle: listen first — and act on what you hear.
In this session, Denise Wildish (SVP, Customer Experience & Transformation) and Peter Nogalo (Industry Relations Manager) share how Holman’s CAB evolved into the pinnacle of its Voice of the Customer strategy — including how member insight helped validate and launch Holman Robotics.
Watch the full session below ↓
What You’ll Learn
- Where the Holman CAB fits within Holman’s overall Customer Experience strategy
- Why executive presence is non-negotiable
- How Holman maintains a disciplined 3:1 member-to-host ratio at meetings
- Why intentional recruitment drives long-term board value
- How agenda design reinforces member-led dialogue (the 80/20 rule in action)
- How to deepen engagement by building trust and peer camaraderie
- How closed-loop follow-up builds credibility
- How CAB input shaped strategic business decisions
- What Holman advises CAB leaders focus on when launching or evolving their programs
Key Takeaways from the Session with Holman
1. Position the CAB for Strategic Impact
Holman embeds its CAB within Customer Experience and Business Transformation — creating a direct line between member input and business priorities. Feedback doesn’t sit in a report; it moves into operations and decision-making.
2. Executive Presence Signals Commitment
Holman’s president and EVPs participate for the full session, not just a cameo appearance. This visible commitment reinforces credibility with members and removes the need to internally “sell” the program’s value to those executives.
3. Build an Exclusive “Club,” Not Just a Board
As one member put it, Holman has “created a club where we feel really welcome.” Consistent program leadership, curated hospitality experiences, and peer-level relationships fosters connection and rapport, even beyond the CAB meeting itself.
4. Close the Loop — Even When the Answer is No
Every meeting begins with “CAB Feedback in Action,” including initiatives not pursued and the reasoning behind those decisions. That transparency strengthens trust and reinforces that member input truly matters.
5. Ensure CAB Insight Drives Meaningful Business Decisions
Holman’s CAB has shaped tangible business outcomes — including validating and greenlighting Holman Robotics, a new business line. When members see their input reflected in business decisions, engagement deepens and program credibility compounds.
Video Chapters
00:00 Welcome and Introductions
01:39 Overview of Holman
03:33 Where CAB Fits Into the Customer Experience Strategy
06:34 CAB Journey and Evolution
10:22 Strong Executive Sponsorship: Support and Alignment
15:04 CAB Recruitment: Challenges and Strategies for CAB Membership
17:53 Building Strong Relationships and Trust: From Engagement to Connection
22:00 Advocacy and CAB Next to Customer Conference
23:52 Driving Engagement at CAB Meetings: Agenda Design
25:49 Facilitating Effective Meeting Sessions
27:15 CAB Meeting Follow-Up + Reporting + Momentum
30:31 CAB Impact on Business Decisions
33:25 Advice for CAB Leaders
38:16 Q&A
Ready to create a CAB that drives strategic direction?
Ignite helps B2B companies design, manage, and facilitate executive-level Customer Advisory Boards that increase engagement, insight, and measurable impact.
→ Schedule a CAB Strategy Call