Introduction: Key Considerations for Planning a Customer Advisory Board Customer Advisory Boards (CAB) provide an ideal opportunity to tap directly into the opinions, perceptions, and sentiment of your important customers. They are also a terrific forum to test new ideas and gain rich competitive intelligence – insights that will help guide the strategic direction of your organization. While the benefits of a well-run CAB are significant, standing up a program can be daunting. They require senior executive involvement, extensive planning, and the requisite experience to avoid common pitfalls.

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