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.