By delivering insight in every step of the development cycle, Inner Circle helps VMware improve product innovation, customer satisfaction and loyalty
Customer
VMware
Provides feedback from a hard-to-reach B2B audience
Drives partner and customer engagement
Delivers millions of dollars in annual research cost savings
Business Challenge
As VMware’s products expanded, it recognized the need to proactively identify customer issues early. The mandate from Chief Customer Officer Scott Bajtos was clear: deliver an “unrivaled” end-to-end customer experience.
To meet their CCO’s vision, the company needed a way to engage IT decision makers in enterprise-level companies. This demographic was traditionally hard and expensive to recruit and reach (one study alone could cost up to $100,000). Traditional research took months to generate insights. The company wanted a solution that could keep up with the speed and scale at which VMware operates.
Solution
Inner Circle is a digital insight community of VMware customers and partners that facilitates rapid-cycle research efforts. Teams across VMware engage the community to answer strategic questions and improve product functionality, quality, ease of doing business and more.
The digital insight community played a big role in the development of Skyline, a proactive support system that uses data telemetry. VMware invited select Inner Circle members to be early adopters, incorporating their feedback from product development through implementation and ongoing innovation.
Through Inner Circle, VMware demonstrates to customers that they are true partners—an approach that transcends traditional customer engagement and market research.
Recommended Resources
Fossil Group Uses Customer Insights to Empower Business Decisions
How Virgin Money UK Listen and Respond
to Rapidly Changing Customer Needs in the Age of Coronavirus
How Condé Nast's Consumer-Centric Focus Supports the Company's Global Vision
Don't Fall Behind
Optimize Your CX Program and Stay Connected to Your Customers
Securing Growth and Customer Retention in Banking in the Age of Disruption
How Alida Helps The World's Most Customer-Centric Brands Win
Driving Business Value
What Can CXM Do For You?
4 Pillars of Customer Experience Management Value
Be the Player
How Gamesys Puts Themselves in the Shoes of Their Players
Activating the Community
Making CX an Organization-wide Priority
Insights in 2020
Building an Agile Insight Engine
Proving the Value of Insights During Covid-19
Alida Named a Niche Player
Gartner 2020 Magic Quadrant for Voice of Customer
CX: Market Researchers' Top Priority for 2021
Greenbook Webinar
World Class Insights
12 Tips for Marketing Research and Insight Pros
What Is Customer Experience Management?
The Ultimate Guide to Insight Communities
Customer Centricity: The Definitive Guide
Sprint in the Right Direction
How CXM Drives Year-Round Growth in the Tech Industry
8 Ways Banks And Credit Unions Can Improve Their Key Metrics By Putting Customers First
How to Make Smarter, Consumer-Obsessed Decisions
Keeping Customer Insights Flowing Through 2020 & Beyond
B2B2C Community
The Opportunities & Challenges Building a Community of your Customer's Customers
The Prescription for Success
How to Take Your Organization From “I Think” to “I Know”
Using Insights to Stay Ahead of Trends & Competitors
Advertising Insights from COVID Challenges
7 Ways to Lead in a Crowded Streaming Media Market
Why Should Your Customer Advisory Board Go Digital?
7 Questions Every Company Must Ask When Building an NPS Program
Prioritizing Patient Experience
Using Insights to Stay Ahead In An Oversaturated Market
A Fireside Chat with Sky Betting & Gaming
6 Tips to Increase Member Hub Engagement with Penn Lottery
7 Benefits of Going Digital with Your Customer Advisory Board
CX Lessons from Social Insects to Drive Business Change
The Bees Have It
Alida Activate: Spring Edition
Put Your CX Strategy into Action
The Business Case for Consolidating Survey Solutions
A Retailer's Blueprint for a Better Digital Commerce Experience
Engagement in Action
8 Best Practices for Increasing Member Hub Engagement
Digital Insight Community Handbook
10 Essential Actions for a Successful Community
7 Steps to Drive Retail Growth
And Embrace Evolving Customer Behaviors
COVID-19 Drives Consumer Focus in Healthcare & Insurance
Rethinking Employee Experience
in the New World of Work
Housing Association London & Quadrant Transforms the Resident Experience with Agile Community Insights
The CX-plus-CI Alliance Drives Tangible Business Benefits
A Passionate Audience: Streaming to Modern Viewers
CX Trend Review
What Worked, What Didn't, and Where We Go from Here
Total Experience Management
How to Create a CX Program That Drives Innovation