How to Prioritize Attendee Experience During Virtual Customer Advisory Board Meetings


Share on LinkedIn

The best way to understand your customers is by talking directly with them. Customer Advisory Boards (CABs) provide crucial insights into your target audience by working with your top customers.

Today, virtual CABs are becoming more common as virtual meetings and events become the norm. However, virtual CABs present a few challenges:

  • It may be more difficult to attract customers (without free trips, meals and gifts). This could also work in your favor, however. Some customers are much more inclined to drop into a meeting if it doesn’t require lost time from day jobs.
  • Secondly, collaboration can be hindered in the virtual CAB format. These are often relegated to simple Zoom meetings, making the same sense of connection and collaboration with customers difficult.

By thoughtfully designing your virtual CAB to be dynamic, collaborative and interactive for attendees you can overcome these challenges and create a welcoming environment for attendees. Creating an engaging environment encourages customers to be open and honest when providing feedback.

Keep reading to find four ways to prioritize the attendees’ experience to get the desired feedback.

Produce dynamic content

It’s essential to make your virtual CAB meeting more than a standard Zoom meeting. Having a mix of media with pre-recordings, case studies and intentional guides in an interactive environment helps facilitate collaboration and an impactful discussion. Displaying different content will keep the audience engaged throughout your time together.

A few examples of this include:

  • Pre-recorded welcome video from the company top executives
  • Speakers and content that includes the entirety of your organization’s expertise
  • Video testimonials the compliment written case studies

Leverage a virtual CAB platform

A virtual CAB platform is a digital space for events and meetings that allows for video conferencing, chat, polling, pinned resources like slides and whiteboards, and more to keep members active and engaged.

The virtual CAB platform can also become a centralized hub for all content before, during and after the meeting. Keeping all content in one place allows for participants to fully immerse themselves in the discussion and streamlines organization. Attendees no longer need to search for links or become confused with the number of open tabs. This also makes the meeting more dynamic for CAB attendees.

Facilitate a virtual CAB like a workshop

Plan your virtual CAB as a workshop that is designed to stimulate thinking. A dynamic workshop will eliminate bored attendees. It is best to assign a skilled facilitator with virtual facilitation experience. The facilitator can also use their role to pause the workshop at times to check comprehension.

If you are a tech company, this is prime time to workshop around your product in particular. It’s the perfect opportunity to tap into feature priorities. Getting precious insights from the people you are creating a product for is a win-win.

Holding interactive feedback sessions will keep the engagement high during your virtual CAB meeting. Facilitate these sessions with virtual whiteboards like Miro or Mural. This gets everyone involved and allows for everyone to collaborate in real-time.

Reveal notable takeaways from breakout sessions

Most people feel more comfortable about discussing their true feelings when they are in smaller groups. Hosting smaller breakout sessions will allow your customers to interact with you and their peers for a practical session. Gather more valuable insights by having multiple breakouts at once.

It is also vital to prepare tools for success like agendas. Send the agenda to all participants ahead of the meeting so that they feel prepared. However, it is still essential to be flexible even though you have a plan.

It’s critical that you put the attendees’ experience at the forefront of your CAB. Giving them an unforgettable experience ensures you get the feedback that you desire.

Jara Rowe
Jara is the Content Marketing Manager at, a platform for collaborative virtual events like sales kickoffs, onboardings and trainings, workshops, deal reviews, and more. Jara comes from a nonprofit marketing background before


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here