It's a great question... my general ask whenever a leader says they need is a CAB is, "Who's asking?" 😉 I've had experiences where we've built a CAB for the sake of building a CAB... needless to say, those were not fruitful endeavors.
Right now, we have strong buy-in and support from our Chief Product Officer and he has a very specific vision for what the program should be — and how it differs from other customer-facing feedback programs like EAPs and betas. This was a pilot year for us, and we learned a lot, but we're starting to see some pay-off through renewals, high product CSAT, and CAB members participating in external-facing advocacy programs, too.
