Members of the CAB must be carefully selected. They must all be key customers of the company and represent the target audience of the company. Key customers will only join the advisory board when they know there are benefits for them as well. They get to beta test products. They also have the chance to network with other important board members. There are various methods for selecting a member of customer advisory board such as by organizing the individual interviews of the shortlisted members and then generating the summary of each interview in order to select the most appropriate candidates. An effective advisory board provides informed guidance that can be a tremendous ally for the organization.
How to run an Ideal Advisory Board?
Since CABs consist of the most important customers of a company so the board should be run with utmost care by the company. A CAB must contain no more than 20 people or thereâ€™s a risk of some members not speaking out freely. Board members must be made aware of their position and responsibilities. CABs must not be treated as a one-off event by the company. A CAB has an important role in determining where the company is heading, and the executives must be cognizant of that fact. There must be space for open and free discussion regarding the products, the company and the marketing strategy followed by the company. Members must be assured that their opinions are valued and there will be deliberation on their feedback. The company must hold frequent CAB meetings and keep the members regularly updated.
Benefits of Having Customer Advisory Boards:
There are several benefits of having an active and effective customer advisory board for a company.
Direction of the company – Customer advisory boards serve as an open place for discussion between key customers and between key customers and the company executives. Honest conversations about how a product can be improved upon, where the marketing strategy is heading and what direction is the brand going, can help a company decide where to focus on. Since customers choose a company over other companies, CABs can also go into detail on what separates that certain company from the crowd.
Product improvement – Customer advisory board meetings can be held before a product is launched. The members use the product and give detailed analysis on the crucial uses of the product. CABs are also held for products already existing in the market. They can suggest how to further improve the product and enhance the user experience even further.
Increasing customer loyalty – Members of the customer advisory boards become increasingly loyal towards the company and spend more money on the companyâ€™s products.
Innovation – Innovation means finding problems to solutions that no one has ever found before. CABs help in driving innovation in a company by describing customer needs to the company.
Gauging market change – CABs help in recognizing where the marketing is heading. This helps the company steer itself in the appropriate direction.
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