CUSTOMER ADVISORY BOARDS

Ameeta SoniProduct Camp Boston

April 9, 2016

Customer Advisory Board - DefinitonA forum for key customers to provide insight and influence company and product direction

Ameeta Soni – Product Camp Boston 2016

Customer Advisory Board - Structure• Key executives from top customers representing different market segments• CAB members provide:

• Perspective re. their businesses, industry trends, product usage, technology plans• Feedback re. company’s strategy, new product functionality/applications, partners

• Company gets strategic advice, loyalty, advocates, sales referrals, .. • CAB members get:

• Better solution in long run• Opportunity to learn from peers

• Clarify up front no company commitment to change

Ameeta Soni – Product Camp Boston 2016

Customer Advisory Board - Planning

• 12-15 people ( not competitors); typically 7-8 attend• Annual meeting along with periodic group and/or 1 on 1 calls re. specific

issues• Designate person(s) responsible for CAB and for facilitating meeting • Set date well in advance; option to host in conjunction with user group

meeting• Develop agenda and send 1 month before meeting• Decide on company attendees depending on topic and their expertise

Ameeta Soni – Product Camp Boston 2016

Customer Advisory Board - Logistics

• Get sales recommendations re. CAB members but get broader buy-in• Clarify expectations up-front• Company picks up travel costs• For each topic, prepare 1-2 slides to provide context and have4-5

discussion points and questions (company sponsor per topic)• Have social event evening before CAB meeting• Discuss key takeaways internally, decide on course action and update

CAB

Ameeta Soni – Product Camp Boston 2016

CUSTOMER ADVISORY BOARDS

Ameeta Soniwww.linkedin.com/in/ameetasoni

asoni@chicagobooth.edu@ameetasoni781.334.2832