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A well-run Customer Advisory Board (CAB) generates information that helps run the business as well as building good will for a company, but CABs can be intimidating. They enable dialog between a company and its customers, and product managers frequently take on the role of organizers, participants, and beneficiaries. CABs provide a forum for input on strategy and roadmaps, encourage customers to air their feedback and experiences, facilitate information-sharing amongst customers, and can lead to new business. CABs differ from user groups in that they are smaller, typically by-invitation-only, and usually engage customers at a strategic rather than tactical level.
About Jim Berets
At Black Duck Software, where he was VP of Product Management, Jim Berets planned and ran more than a dozen sessions of the company’s North American and European Customer Advisory Boards, engaging more than 40 of the company’s clients at a senior-level. Jim has advised a number of companies on developing or improving their Customer Advisory Boards. He has spoken on the topic at ProductCamp Boston and at the Boston Product Management Association’s Product Executives Forum.