As we start the new year, many companies will be making (or have already made) their customer marketing plans for 2025. As initiating (or perhaps re-starting) a customer advisory board (CAB) program may be a part of these plans, here are five recommendations companies should keep in mind when implementing their CAB plans this year.
1. Allow enough time to plan and prepare: While starting your CAB program with the end in mind is a good idea when it comes to goals, themes and desired outcomes, this should not apply to a planned meeting date before all this has been determined. In fact, we often talk to companies who are not aware of what it takes to initiate and plan a CAB program, yet do have a required meeting date in mind – often tied to another company event and, much worse, is just a couple months in the future. I’ve written previously about how not allowing enough planning time will greatly limit CAB program success. The recommendation remains to fully understand (and commit to) the process of initiating a robust program before setting a meeting date.
2. Focus on what you want to learn: Often, companies lead their CAB planning initiatives with all the wonderful things they want to show and tell their customers: exciting product plans, detailed demos, screen shots, sales incentive programs, etc. But instead the focus for a CAB should be what host companies want to learn from their customers: where are their bottlenecks and pain points, where are their competitive and market pressures, what are their biggest challenges and investments, etc. Such information will unearth a range of business opportunities for your company you no doubt were unaware of – and keep your CAB members engaged and contributing in your meetings.
3. Follow the process: Over the last 20 years, we’ve created and refined a process for maximizing CAB program success that includes establishing a program charter, recruiting the right members, creating a meeting agenda and preparing meeting content. Companies who skip or skimp on these stages usually create problems down the road; either at the meeting itself or afterward. In addition, content templates, preparation deadlines and rehearsal meetings are critical to ensuring a strong meeting. Again, companies who ignore these usually ensure their meetings are chaotic and unprofessional in front of their best customers.
4. Let your events team focus on logistics: I’ve been in countless meetings with program executives focused on food menus, wine lists, detailed activities reviews, giveaway brainstorming, etc. Keep your executive team focused on where their input and decisions are needed most – the strategic aspects of your meeting planning and preparation – and away from low-level, tactical logistical details that your talented events team should be more than skilled enough to provide.
5. Commit to an ongoing program: Companies new to CAB programs will often initiate a program by planning a single meeting to see how it goes before committing to a longer, deeper program. But dipping your toe in the proverbial CAB pool usually conveys an experimental message to your CAB member targets who may be unclear of the value of a single meeting. CAB programs should be started with long-term value in mind, and planning a two-year program should be the minimum companies should commit, communicate and offer their members in order for both parties to enjoy the full program benefits.
Following these recommendations will ensure maximum success of your CAB program in 2025 – and an optimal experience for your treasured customers.