Retention, expansion, and advocacy only happen when executive strategy is aligned with customer reality. Yet too many leadership teams are still steering multimillion-dollar decisions based on assumptions, outdated data, or internal echo chambers.
That’s where a Strategic Customer Advisory Board (CAB) changes the game. This isn’t a “nice-to-have.” It’s the must-have growth engine for organizations serious about winning the future.
By bringing your most strategic customers into the conversation, you get more than insights—you get clarity, trust, and alignment that drives measurable results.
With a Strategic Customer Advisory Board in your mix, you will:
Increase revenue and profitability through smarter, faster decisions
Gain foresight with market intelligence dashboards will never show you
Create undeniable value your customers can feel and quantify
Turn customers into advocates who open doors and accelerate deals
Uncover new revenue streams with up-sell and cross-sell opportunities
Co-innovate with industry leaders on solutions that set you apart
Address shared industry challenges with your customers at the table
Build the rarest advantage—trusted relationships competitors cannot cop
Because they get value too. Customer Advisory Boards allow your customers to:
Offering your customers these and other unique advantages is of high value and builds loyalty in a way that your competitors are likely overlooking. The very best way to create these key strategic outcomes is to meet in an atmosphere that is conducive to dialogue, relationship building, and fun.
To learn more about how Strategic Customer Advisory Boards: The Rarest Advantage
“As someone who has built and sold multiple companies, I can say with certainty that a Customer Advisory Board is one of the best investments an organization can make to ensure long term growth and sustainability. I have witnessed The Congruity Group’s world-class delivery of a critical initiative for the C-Suite, and I highly recommend you make the call today to talk with Congruity.”
“I have attended and hosted CAB meetings for more than a decade, and can attest that The Congruity Group will help you reach a new level of strategic insight. Congruity helped Radial launch the CAB program and the ROI has been outstanding. As far as I’m concerned, the first two meetings have paid for the next ten years of CAB meetings.”
The following areas in which executive input/availability is required to maintain a successful Customer Advisory Board:
We recommend assigning an internal project manager to be our point person throughout the engagement. This generally requires a 1-hour weekly touchpoint meeting with our team and internal management of the process. We work directly with this contact and guide the process, doing as much of the heavy lifting as possible to create a highly impactful Customer Advisory Board.
We have a 26-point recruiting methodology to ensure we construct an advisory board that is balanced and with whom we know we can gain the insights you are seeking. A few of our criteria are: Account value, tenure as customer, strength of relationship, products/services purchased, gender, geographic location, and many more. We establish rolling terms to ensure continuity while new ideas and energy are brought to the conversations.
This is the fun part! Congruity will help design a meaningful agenda that provides value to your company and the board members. There are many areas of the business in which customers can (and should) be invited to provide feedback. Some of the most popular session topics we’ve experienced include:
Your Congruity team gathers all of the feedback from the meetings, and then synthesizes, evaluates, and presents the findings, including suggested action items. This information is presented in a virtual Debrief meeting to the executive team where we can collectively discuss and agree on the path forward. We then work with our project manager to ensure that the action items are getting traction so that progress can be reported back to the board.
The cost is dependent upon each company’s current situation; however, in most cases, the annual cost to set up and manage a Customer Advisory Board from the ground up is roughly equivalent to the cost of hiring a mid-level experienced salesperson.
Offering your customers these and other unique advantages is of high value and builds loyalty in a way that your competitors are likely overlooking. The very best way to create these key strategic outcomes is to meet in person in an atmosphere that is conducive to dialogue, relationship building, and fun.
