Should You DIY Your Customer Advisory Board?
We’ve all been there — weighing whether to do something ourselves or hire an expert.
Home projects. Taxes. Web design. You name it.
When I talk with companies thinking about launching or refreshing a Customer Advisory Board (CAB), I often hear a familiar hesitation:
“We know our customers. We could probably manage it ourselves and save some budget…”
“…But maybe an outside perspective would surface things we’re missing. Maybe our customers would even open up more with someone else in the room.”
All valid. So let’s break it down.
Here are five key differences between running a CAB internally and bringing in a consultant to help.
1. Objectivity: The Outside-In Advantage
Running it internally
It’s tough to stay neutral when you’re balancing your company’s goals and your customers’ perspectives. Giving execs honest feedback about what customers really said? Not always easy when you’re in meetings with them every week.
Hiring a consultant
A good CAB consultant brings an outsider’s lens — honest, unbiased, and free from internal politics. They can help you hear what’s really being said, and more importantly, what’s not being said.
2. Facilitation: Herding Cats (with finesse)
Running it internally
Asking your customers what they think of your strategy — while your execs are in the room — can be awkward. Add in different personalities and expectations, and it’s a lot to manage while trying to actually listen. That’s a juggling act even Cirque du Soleil would pass on.
Hiring a consultant
An experienced facilitator can keep things moving, surface the real insights, and navigate the nuances between customers and your internal team. Their job is to make everyone feel heard — without letting the conversation veer off-course.
3. A Game Plan: More Than a Meeting
Running it internally
Without a clear strategy, your CAB might just become a glorified focus group. Internal teams are stretched, and without experience, it’s easy to lose steam (or worse—credibility).
Hiring a consultant
A CAB consultant acts like a conductor — bringing together customer insights, executive priorities, and board goals to shape a clear, purposeful agenda. And they help you focus on outcomes, not just outputs.
4. Best Practices: No Guesswork, Just Results
Running it internally
Unless you’ve run multiple CABs, there’s a learning curve. What makes for a strong meeting? How do you keep members engaged between sessions? How do you measure success?
Hiring a consultant
This is a CAB consultant’s wheelhouse. They bring tried-and-true frameworks, templates, and benchmarks from working with other companies. It’s like having a shortcut to what works — and what doesn’t.
5. Time & Resources: You’re Busy (we know)
Running it internally
CABs eat up time—lots of it. From member recruitment to internal alignment, interviews, prep work, logistics, follow-up… it’s practically a full-time job. And odds are, you already have one.
Hiring a consultant
A consultant brings structure, tools, and muscle to get things done faster — without cutting corners. You stay focused on your job. They keep the CAB engine running smoothly.
Running a Customer Advisory Board in-house is possible — but it’s rarely easy. And when it’s not your full-time job, the learning curve, time demands, and missed opportunities can add up fast.
Bringing in a consultant isn’t just about outsourcing work. It’s about getting more value from your CAB — more insight, more honesty, more momentum.
If you’re weighing your options, let’s have a quick, no-pressure conversation. In 15 minutes, we can walk through your goals, challenges, and what “really well” could look like for your program — so you can decide your best next step with confidence.