CAB Member Fit test: What makes a great customer advisory board member?

Your Customer Advisory Board will only be as strong as the people in the room. The right members won’t just attend—they’ll surface blind spots, sharpen your strategy, and shape what comes next.

That’s why building your CAB starts with one essential question: Who belongs here—and why?

At EQIQ, we’ve guided clients through the process of building high-impact advisory boards—and it all starts here.

Here are the traits that signal strong CAB member potential:

The Strategic Thinker

This is the customer who sees the bigger picture. They’re not just focused on their day-to-day—they’re tracking industry shifts and thinking 3–5 years ahead. They bring insight that helps guide your long-term direction.

Fit check: Do they connect the dots beyond their own role or organization? Are they considered a thought leader in their space?

Influential in Their Organization

These are the decision makers—or the ones who whisper in their ears. They understand the levers of influence inside their organizations and use them to drive change. When they speak, things move.

Fit check: Do they have the power—or proximity to power—to shape strategy, champion your solution, and shift internal momentum in your favor?

Willing to (Respectfully) Push Back

Great CAB members challenge ideas with intent. They’re willing to say, “This won’t land with our team—here’s why,” or “This doesn’t align with our growth plans.” That’s where the real value lies.

Fit check: Have they offered constructive, thoughtful feedback in the past? Do they engage in honest dialogue with your leadership team?

Invested in the Partnership (Not the Perks)

Great CAB members are here to stretch your team’s thinking—not collect swag. They’re committed to your success, and view the board as a shared investment.

And while loyalty matters, don't default to inviting only “friendly” customers. Constructive critics—those who challenge with care are often your most valuable voices.

Fit check: Are they engaged because they believe in your mission, or because they enjoy the perks? Customers with 2+ years working with your team are often easier to validate here.

Communicative and Curious

These members don’t sit back—they show up, ask great questions, and elevate the conversation. They bring energy and thoughtfulness without overpowering the room.

Fit check: Do they light up when discussing industry trends or emerging use cases? Your account team will know if they bring the spark.

Bringing a Diverse Perspective

A balanced CAB reflects different industries, regions, and business models—but also shared levels of seniority and strategic focus. Great boards benefit from diverse thinking, and your members will value it too.

Fit check: Are you selecting for diversity of voice, experience, and market relevance?

Aligned for the Long Haul

You want customers who can grow with you. Avoid recruiting members from fringe use cases or segments that don’t align with your future direction.

Fit check: Are they likely to stay relevant to your business in 12–18 months? Will their perspective still matter as your roadmap evolves?

At EQIQ, we don’t just build CABs—we curate them with intention. The right board drives strategy, sparks bold conversations, and fuels impact change. Ready to start building your best CAB yet? Let’s talk.