Customer advice is a gold mine for champions of emerging brands – Heaven32

Like 20 years old CIO and advisor to several startups, I have participated in many Client Advisory Committees (CABs) and have seen how they are formed. Some companies have very functional CABs, others simply act as feedback loops. Any startup that strives to connect directly with its customers would benefit from creating one.

Here are some things to consider to make sure your client advisory board is successful.

Why CABs are important

For those unfamiliar with it, a Client Advisory Board is a group of clients who come together to share their experiences, knowledge, and advice with an organization. First, the CAB strives to recognize and include the voice of the customer, an essential part of your professional journey as customers interact more closely with your product or service than anyone else.

It’s best to name the early adopters to the board, those who’ve tried their luck with you and been on the front lines as your business has grown, as well as new customers.

While creating this group indicates appreciation and respect for your customers, it also gives you the ability to formalize and structure the feedback you ask them. You can ask for product idea validation or roadmap development advice, test marketing messages, and even leverage market intelligence.

However, the biggest benefit of a CAB is to create champions for your brand. These loyal partners will eventually offer testimonials, references and references. The key to this partnership is the shared feeling of playing a small role in building the future of your business.

Assembling your super CAB team

The best way to build your CAB is to start with a very small group and build it slowly. There are a few nuances in choosing who to include. Are you after the executive who sponsored you, the one who saw a vision and thought your solution would fit?

May be. But that person may not use your product every day, may not be deeply involved in its operational aspects, and / or may not be aware of the end user experience.