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Articles

Building a Customer Advisory Board: Turning Feedback into Fuel

When you’re building a startup, it’s easy to fall into the trap of making decisions in a vacuum — creating products and features based on what you think customers want. But the most successful founders know that sustainable growth comes from listening first.

That’s where a Customer Advisory Board (CAB) comes in. A CAB helps you stay connected to your customers’ evolving needs, validate your strategy, and build champions who advocate for your brand.

December 3, 2025
A Customer Advisory Board meeting.

Founders thrive when they intentionally invite their customers into the conversation. To dig deeper into this, we sat down with John Beresford, AC Mentor of Sales and Revenue Growth, who shares why creating a Customer Advisory Board can be one of the smartest moves a founder can make.

Why Customer Advisory Boards Matter

A Customer Advisory Board (CAB) is a curated group of key customers who provide strategic insights, feedback, and perspectives to help guide your company’s direction. By engaging these trusted voices, startups can validate ideas, identify emerging needs, and strengthen relationships with their most valuable advocates.

In the early days, your customers aren’t just buyers, they’re your collaborators. They experience your product firsthand and can help you see blind spots and opportunities that internal teams might miss.

A well-run Customer Advisory Board gives you a direct line to your market. It provides honest, strategic feedback that shapes your roadmap, refines your messaging, and strengthens customer relationships.

How to Build a Customer Advisory Board

Forming a CAB doesn’t need to be complex. It’s about choosing the right voices and creating meaningful dialogue. Here are John’s key tips for getting started:

  • Choose the right mix of customers: Aim for a diverse group; long-time loyalists, new adopters, and even tough critics. Each offers unique insights.

  • Be clear about the purpose: Define what you want to achieve. Whether it’s product validation, market positioning, or scaling strategy, clarity keeps discussions focused.

  • Meet regularly: Consistency builds trust. Even short, quarterly check-ins can maintain momentum and keep feedback flowing.

The key is to listen actively and act visibly. Your customers will notice when their input drives real change.

From Feedback to Action

A Customer Advisory Board isn’t just about collecting opinions — it’s about turning insight into action. Use what you learn to refine your go-to-market strategy, enhance your customer experience, and validate new product ideas. Founders who leverage their CAB effectively often gain more than just feedback. They build stronger retention, increase referrals, and deepen their understanding of the market they serve.

Ready to Grow with Your Customers?

Our team at the AC helps early-stage founders create feedback loops that fuel growth. From building customer relationships to refining your sales strategy, our programs are designed to guide you through each step of scaling intentionally and sustainably.

If you’re ready to build smarter, customer-driven growth strategies, join us at the Accelerator Centre. Through mentorship from experts like John Beresford, you’ll learn how to create meaningful connections that drive revenue and resilience.

Turn your feedback into action. Apply now to AC:Incubate for mentorship, coaching, funding opportunities, and more.