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.
Inner Circle is an online 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 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.