Building and Managing Customer Advisory Boards
Update: 2025-09-29
Description
In this episode of The Product Handbook, we explore how Customer Advisory Boards (CABs) can become a powerful tool for shaping product strategy and strengthening customer relationships.
You’ll learn:
- What a Customer Advisory Board is and why it’s valuable for product managers
- How to recruit the right mix of customers — focusing on truth-tellers, not just big accounts
- Best practices for running effective sessions, from setting a customer-first agenda to applying the 80/20 rule
- How to turn feedback into action and show customers their voices influence the roadmap
- Common pitfalls to avoid, like over-representing certain segments or treating CABs as sales pitches
If you’ve ever wanted a structured way to bring customers closer to your strategy, this episode gives you the frameworks and practices to build and manage a CAB that delivers real impact.
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