❓ 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: Dear Eyal, Our product development group runs their own CAB, one in which marketing is not involved nor sees any insights. Do we still need a separate CAB program?
✔️ Answer: Some companies believe they have the “voice of the customer” box checked off by operating a product-focused CAB. And it's usually run by their development team. However, usually such programs are very user-focused. They lead only to minor, tactical product enhancements.
A true CAB program involves all your company departments and offerings (including service, support, etc.). The CAB is made up of customer executives. The CAB focuses on strategic challenges and solutions, leading to material improvements to your company’s overall business.
We recommend companies prioritize taking a higher-level approach to engaging with their customers. And leave the product demos and minor feature enhancements to your user group meetings.
Got a CAB management question for Eyal? Email him at eyal.danon@igniteag.com. We could include your question in the next CAB Connection.
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