Building the business case for your CAB


The CAB plays a specific role in the voice-of-the-customer model.

Building a CAB Business Case?

Here are 3 questions you should ask yourself.

Getting Started

Step 1

Step 2

Step 3

Follow these first 3 steps when building a business plan for your CAB program.

Assess your readiness

Use this checklist to assess your CAB readiness.

Align your leadership team

How a CEO linked his CAB to his annual planning process.

Build a Voice-of-the-Customer model

A template to organize customer feedback tactics.


Here are a few tools to you can use to rally your team.

The Secret to Building a World-class "Voice-of-the-Customer" Program

What is a “voice-of-the-customer” model, and who owns it in your enterprise?

CABs vs. Focus Groups vs. Conferences

A comparison table to help you distinguish between focus groups, user concerences, and your CAB.

3 Tips for Building Your CAB Business Case

This article includes an outline for your CAB business case.

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