Ask Eyal
Eyal Danon is the President and Founder of Ignite Advisory Group, and a world-renowned expert on customer and partner advisory boards.
❓ Question: Eyal: Why should we interview our CAB member customers and what are some of the benefits of doing so?
✔️ Answer: When creating your CAB meeting agenda, it’s important to have the members guide the topics that they want to address with each other (not necessarily the topics that you, the host company, wants to tell them).
Interviewing CAB members will help prioritize topics for your next meeting, and uncover topics that you may want to discuss at additional touch points, such as quarterly conference calls.
Interviewing CAB members has additional benefits. Doing so – especially when conducted by a neutral third-party – often uncovers issues and challenges that your customers may be having around implementing or using your solutions that might be easy fixes (e.g. training) that don’t require entire sessions to address.
Also, challenges uncovered in customer interviews can drive topics for user group meetings and other events, as one of our clients is using them for at this very time.
Got a CAB management question for Eyal? Email him at eyal.danon@igniteag.com. We could include your question in the next CAB Connection.
