Customer Advisory Board Examples

Successful CAB Examples: View Results & Sample CAB Materials

Below are examples of customer advisory board business impact and results from world-class advisory board programs, including Adobe, Dell, Ryder, US Bank and others.

Ryder
Ryder Customer Advisory Board Program
Example outputs:
Asobe Customer Advisory Board Program
Adobe Customer Advisory Board Program

Adobe’s global Customer Advisory Boards helps shape product strategy, roadmap, and go-to-market strategy. The board provides an ongoing stream of customer-driven ideas for Adobe’s solutions and products. Adobe also leverages the board for beta testers.

“Running 11 global boards with 300 members is a daunting task. Ignite AG’s outcome based methodologies and extensive best practices give us a dynamic blueprint for Customer Advisory Board success.” Alison Lutjemeier, Group Manager, Customer Success Programs, Adobe Systems, Digital Marketing BU

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VMware Advisory Board Program
VMware Executive Partner Advisory Board

Overall, VMware has many technical and CIO advisory boards for customers, to inform product strategy and roadmap. Specific to the VMware Executive Partner Advisory Board, the board consists of CEOs and C-level executives of global organizations representing VMware’s partner ecosystem.  The VMware Executive Partner Advisory Board provides insight and feedback on business and solution strategies, leveraging the partner ecosystem for co-innovation, partner services strategy, and evolving business models.

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US Bank Customer Advisory Board
Dell Customer Advisory Board

The Dell Software President’s Advisory Board consisted of a CIO panel and a CISO panel, and the board provided guidance and advice on business strategy and product development. Dell also used the board to get beta testers for new solutions and to generate cross-sell and up-sell opportunities.

“Working under tight deadlines and with multiple Dell stakeholders Ignite Advisory Group delivered a best in class Customer Advisory Board experience for the President’s Advisory Board members and Dell.” Joanne Moretti, VP & Global Head Software Marketing, Dell Software

Example outputs:
Customer Advisory Board Experts
Wolters Kluwer Customer Advisory Board

“Our product and service teams came away from our CAB meeting with great input to our roadmap and how we support our customers. We also gained some important insights into how our customers deal with various banking regulations, some of which we didn’t realize they were struggling with as much as they actually were.” Lisa Mohs, Client Experience and Delivery Program Manager  Read our Ignite thought leadership: Key Drivers of High Performing CABs

Forcepoint Executive Advisory Board
Forcepoint Executive Advisory Board

“Our CAB has informed our go-to-market and channel strategies, messaging and product roadmap, and is absolutely impacting our CEO and overall company.” Ben Tao, VP of Marketing  Read our Ignite thought leadership: Key Drivers of High Performing CABs

 

Example outputs:

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AVI-SPL Customer Advisory Board
AVI-SPL Customer Advisory Board

“Our CAB impacted our R&D efforts, changed our strategic direction, and changed how we deliver solutions to our international markets. In addition, the strategic output from our meetings has driven collective problem solving and work committees that have published thought leadership, which has significantly built our brand and created more sales opportunities.” Kelly Bousman, SVP of Marketing  Read our Ignite thought leadership: Key Drivers of High Performing CABs

Example outputs:
AVI-SPL Customer Advisory Board
UPS Capital Customer Advisory Board

“Our CAB has made a great impact on our core teams. For example, our discussion on ecommerce uncovered a range of vendors and platforms that led to us changing our product positioning and helped us revamp our website. In addition, our CAB members were trial users of our new solution, and their NPS (net promoter scores) rose significantly after we made the changes they suggested.” Keely Jabloner, Strategy Manager Read our Ignite thought leadership: Key Drivers of High Performing CABs

ABB Customer Advisory Board
ABB Digital Advisory Board

“Our CAB has increased our customer centricity and made our organization more in-tune with our industry. Our senior executives now have much more awareness of customer interests, which has helped shape our product direction.” Rob Massoudi, SVP of Digital Transformation  Read our Ignite thought leadership: Key Drivers of High Performing CABs

US Bank Customer Advisory Board
U.S. Bank Client Advisory Panel

“Our client advisory panel (CAP) enabled us to start a dialogue between our customers and our executive management which was phenomenal and led to stronger, deeper relationships and additional engagements. The value that we gained out of our CAP paid off to a level that we didn’t anticipate.” – Executive Sponsor Jeff Rankin. Watch our fireside chat to familiarize yourself with US Banks’ successes.

AVI-SPL Customer Advisory Board
Pershing / BNY Mellon Client Advisory Board

“At Pershing, a BNY Mellon Company, we’ve found Client Advisory Boards to be a powerful tool to elevate our C-suite client relationships.” Jim Crowley, Chief Executive Officer, Pershing, a BNY Mellon Company

Example outputs:
AVI-SPL Customer Advisory Board
Iron Mountain Customer Advisory Board

The Iron Mountain Customer Advisory Board has influenced the company’s product strategy and co-created practical guides addressing key industry challenges. Iron Mountain also partnered with advisory board members to participate in industry events and roundtables, in addition to identifying opportunities for cross-sell and upsell.

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ABB Customer Advisory Board
Amazon Customer Advisory Board

Amazon’s executive-level CIO advisory board helps guide the strategy for Amazon’s Cloud Services business. Ignite assisted Amazon in redesigned the advisory board to optimize the time they have with their top CIO customers globally.

Example outputs:
US Bank Customer Advisory Board
IHG Customer Advisory Board

The IHG Global CAB consists of Heads of Travel across major corporations and industry associations. Members provide feedback in areas including the company’s brand portfolio, loyalty program, and the guest and meeting experience. Member guidance informs IHG’s future solutions for serving the needs of business and meeting travelers and serves as the “voice of the customer” to influence positive brand positioning for IHG.

AVI-SPL Customer Advisory Board
Oracle Customer Advisory Board

Oracle has multiple advisory boards that exist on different levels, some are Product Advisory Boards designed to give feedback on the product roadmap and customer experience, while others operate at a much senior level, consisting of CMOs or CIOs who are tapped to influence and advise on the future direction of Oracle’s strategy.

Example outputs:
AVI-SPL Customer Advisory Board
​Brocade Customer Advisory Board

Brocade’s client advisory board consists of the senior-level IT decision makers. The business objective is to find new and disruptive business opportunities for Software Defined Networking (SDN) and Network Function Virtualization (NFV) technologies, which could become game changing for their organizations.

Example outputs:

Read our Ignite thought leadership: Key Drivers of High Performing CABs

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