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If your Customer Advisory Board feels like a presentation, you’re doing it wrong. Irene Yam joins Alyssa to explain why the most effective CABs ditch the slide deck and prioritize real conversation. Drawing from 20+ years of experience leading executive programs, Irene shares what makes CABs work—from building trust to making room for off-script moments that change the game.

Whether you’re mid-market or enterprise, you’ll walk away with a clearer blueprint for turning your CAB into a strategic growth lever—not a checkbox.

Irene Yam is the author of How to Build a World-Class Customer Advisory Board. She’s spent over two decades designing strategic customer programs for high-growth startups and global enterprises, working with clients spending $20M+ annually. Irene’s approach emphasizes human connection, customer-led feedback, and creating spaces where strategic conversations can thrive.

Key Takeaways:

• The best CABs feel more like jam sessions than board meetings.
• You don’t need enterprise dollars to get enterprise-level insights.
• Real feedback starts when you give customers permission to be honest—and stop trying to impress them.

Key Moments:

00:00 Introduction and Guest Welcome
00:28 Irene's Origin Story
01:44 Customer Advisory Boards vs. Focus Groups
03:12 Value of Customer Advisory Boards for Mid-Market Businesses
06:24 Starting a Customer Advisory Board
07:44 Successful Customer Advisory Boards
16:58 Virtual Customer Advisory Boards
18:07 Innovative Meeting Ideas
21:18 Conclusion and Contact Information

Follow Irene on LinkedIn: https://www.linkedin.com/in/ireneyam/

Welcome to The Growth Signal, where we’re throwing out the old playbooks, and reimagining the Customer Experience.

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