Customer Summit vs. Customer advisory board: What’s the difference (and why you need both)

When we help companies build a Customer Advisory Board (CAB), a question we often hear is:

“How will this different from our customer summit?”

Fair question. After all, both involve getting your customers in a room (virtual or otherwise) and talking about the business. And both can be incredibly valuable. But they serve very different purposes—and you shouldn’t expect one to do the job of the other.

Here’s how they differ – and why you need both in your customer engagement strategy:

1. Who’s Driving the Content?

Customer summits are often company-led. You’re sharing what you think your customers need to know—product updates, big wins, future plans, and maybe a splashy keynote or two.

CABs flip that. The agenda is shaped by what your customers care about. It's a curated conversation, not a broadcast. CABs give you the chance to dive into what’s top-of-mind for your customers and build the meeting around their priorities.

2. Size (and Setting) Matters

Summits are big. Lots of people, lots of presentations, and a packed schedule. Great for sharing stories and creating buzz, not ideal for deeper dialogue.

A CAB, on the other hand, is intimate by design. It’s a small group of strategic customers sitting down with your executive team to have real conversations—about their goals, their challenges, and yes, even your blind spots. It's the kind of setting where you can ask the tough questions and get honest, unfiltered answers.

3. From Customers to Community

Here’s a bonus benefit of a CAB that’s often overlooked: your customers start building relationships with each other.

Because CABs meet regularly in small groups, trust builds over time. Members get to know each other, share challenges, offer advice, and form a real community. And guess who gets credit for making that happen? You.

Summits can foster a sense of brand connection. But CABs foster loyalty—because you're not just telling customers they matter; you’re showing it by giving them a seat at the table.

You don’t have to choose between a Customer Summit and a Customer Advisory Board. They both belong in your customer engagement playbook—just don’t expect them to deliver the same results. One informs, the other transforms.

Want to build a CAB that customers rave about? Let’s talk.