How our Customer Advisory Board guides our roadmap
Learn how our annual Customer Advisory Board (CAB) plays a pivotal role in shaping our product roadmap at CAVU and how it benefits our customers.
At CAVU, our mission is to create solutions that deliver measurable value for our customers and meaningful improvements for their passengers.
The most effective way to achieve this is by building our roadmap hand-in-hand with the people who use our products and services every day. That’s why our Customer Advisory Board (CAB) is a cornerstone of our approach.
Last month, we concluded our latest series of CAB sessions, bringing together a diverse group of airport leaders, operators, and innovators from across our customer network. These sessions provide an opportunity to share updates while also serving as a forum for honest conversation, constructive challenge, and collaborative problem-solving. The ideas and feedback we receive directly shape the direction of our business.
Martin Jones, CAVU CEO, outlined why CAB matters to us and the benefit it brings our customers:
Feedback gathered during our Customer Advisory Board is invaluable, but there’s to it than that. It provides a basis to develop a genuine partnership with our customers, ensuring we’re listening, learning, and building solutions that make a real difference.
By understanding our customers’ challenges and ambitions first-hand, we can prioritise developments that deliver real value and provide tangible support moving forward.
While our teams bring expertise in technology, data, and commercial strategy, it is our customers who understand the day-to-day realities of airport operations, evolving passenger expectations, and local market dynamics. Their insight helps us focus on developments that will have the greatest impact.
The CAB delivers invaluable first-hand insight. Hearing directly from customers ensures our solutions remain relevant, while bringing together diverse viewpoints helps us uncover opportunities and avoid blind spots. Every piece of feedback is reviewed, prioritised, and translated into actionable development plans.
These sessions help us to:
- Identify the features and services customers value most
- Prioritise enhancements with the biggest operational and commercial impact
- Validate new concepts before committing to full development
This approach ensures our roadmap reflects the needs, challenges, and ambitions of our customers, rather than internal assumptions.
Joel Godfrey, Digital Product Director at CAVU, shared his thoughts on the key role CAB plays in shaping our product strategy and development:
Spending time with our clients, face-to-face, working through common challenges our customers face and opportunities to create a better, more connected trip in future is invaluable.
It can be too easy to think you’re onto the next great thing – having the opportunity to stress test our roadmap and the freedom to collaborate on new ideas helps us be confident that what we’re building genuinely helps make travel seamless and enjoyable for everyone.
Over the coming months, we will translate that feedback into product improvements and new capabilities that deliver benefits for our customers and their passengers.
We’re grateful to every member of the Customer Advisory Board for their time, expertise, and input. Together, we are shaping solutions that will define the future of airport experiences, and we look forward to continuing the conversation at our next CAB.
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