What is a Customer Advisory Board (CAB)?

A Customer Advisory Board (CAB) refers to a selected group of customers who are invited to provide feedback and insights on a company's products, services, and overall customer experience. The primary purpose of this board is to gather informed opinions from the customers' perspective, which can guide business decisions and improve customer satisfaction. CABs often consist of key customers who have significant knowledge and experience with the company’s offerings, allowing them to provide valuable suggestions for further development and innovation.

These boards also provide a platform for fostering deeper relationships between the company and its customers, as their involvement demonstrates that the company values their opinions and desires to prioritize their needs. Engaging customers in this way helps ensure that the company's strategies align more closely with market demands and customer expectations.

The other options, while related to various aspects of business functionality, do not define a CAB accurately. The first option describes internal company executives who are not representative of customer perspectives. The second option focuses on a marketing team, which serves a different purpose altogether. Lastly, the mention of customer demographics refers to statistical data about customer groups, rather than a collaborative advisory process that engages customers directly in discussions about their experiences and suggestions for improvement.