WEBINAR The U.S. Bank CAB Evolution: 10 Years of Customer Engagement, Innovation, and Value

Webinar U.S. Bank CAB Program

Sustaining a world-class Customer Advisory Board takes more than great meetings — it takes executive commitment, strategy, and consistency.

In this session, Bradley Matthews, SVP, Head of Digital Payments Innovation, U.S. Bank shared a behind-the-scenes look at how they built and sustained a strategic advisory board – still going strong 10 years later. U.S. Bank’s CABs continue to influence product innovation, deepen customer relationships, and deliver measurable value.

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Summary of Session: U.S. Bank CAB Evolution

U.S. Bank’s Customer Advisory Boards have run for ~10–13 years across multiple segments because the value is visible to both customers and executives. The program evolved from tactical product feedback to strategic insight and roadmap co-creation, anchored by strong executive sponsorship, rigorous recruiting, external facilitation, and year-round engagement.

Key Takeaways

  1. Start, then prove value fast. The very first meeting produced high-impact guidance (“blow it up and start over”) and a surprise discovery (a mobile app existed but was under-communicated), instantly converting leadership into long-term champions.
  2. Evolve from tactical → strategic. Early cycles focused on specific product fixes; mature boards now explore members’ biggest problems, stress-test future concepts, and inform new products and partnerships.
  3. Executive sponsorship is non-negotiable. The sponsor shows up, listens, closes the loop, and brings other senior leaders—sending a clear signal that member input drives decisions.
  4. Recruit for fit and voice, not just logos. Like-for-like company size and role, clear non-competitor composition, and—crucially—candid, solution-oriented personalities make the room work.
  5. Design for engagement, not presentations. Member-led agendas (informed by pre-interviews), strict no-device time with generous breaks, networking, and meaningful shared experiences (e.g., Build-a-Bike activity for a nonprofit) keep participation high over many years.

WATCH BELOW ↓

Video Chapters:
00:00 Welcome and Introduction
00:25 Overview of Ignite Advisory Group and Poll
02:22 Introductions – Bradley’s personal journey
06:08 U.S. Bank’s CAB Program Evolution and Overview
14:11 Demonstrating CAB Value
18:44 Member Engagement Strategies
23:09 Advice to Launch or Evolve CABs
27:18 Handling Confidentiality at CABs
29:57 Ensuring CAB Meeting Attendance
33:10 Member Selection Criteria
35:58 Recruitment – Number of Members Per Company