At VMware, We Are All Advocates for You


Our customers are central to VMware’s plans. Customer Advocacy influences VMware culture to focus business decisions on customer and channel priorities.


We are proactively listening to you, analyzing your feedback, and guiding company actions based on your input. Our aim is to inspire you to recommend VMware to others.


Provide Customer Feedback

Gathering Insights

We are avid listeners – we aim to capture opinion-based insights from our customers and partners. We seek to understand your perspectives and perceptions of our brand, services and solutions through a variety of formal and informal listening posts, including:

Your voice in these areas provides us with incredibly rich data to identify our priorities.


Guiding our behavior is a team culture founded on integrity, our aim is to uncover and provide the unbiased truth with accuracy. We are fueled by curiosity and the pursuit of the seemingly impossible to continuously make things better for our customers, products and each other. Additionally, it is our responsibility by our actions and behaviors to establish a culture of customer advocacy that transcends the entire company – every one of our employees should be a customer advocate.

Taking Action

Once we've built a shared understanding of priorities, we dig deeper into the themes and issues to discover the critical areas where the company can deliver the most impact. Our focus is to drive prioritized actions across the company.

We influence programs focused on addressing improvement opportunities in the areas most critical to our customers and partners; often directly impacting the company's strategic plans. As a result of customer and partner feedback, we are currently focusing on the following efforts:

  • Product Satisfaction:
    Your voice and opinions are having tremendous influence across our R&D teams. A few changes to improve our products based on your feedback include:
    • We increased our product quality standards with more consistent release processes and quality metrics across the entire product portfolio.
    • Our vSphere 6.5 release included a HTML5 Web Client that was continuously improved throughout our release cycle with ongoing feedback as part of our Flings process.
    • We have continued our efforts to improve product integration and have released VMware Validated Design blueprints to drive ease of Software-Defined-Data-Center (SDDC) deployments.

  • Strategy and Product Plans:
    We are communicating our company strategy and product direction more broadly, including announcements through press and analyst briefings, event keynotes, and customer visits. We will continue to clarify our position and are excited to share even more this year around our role in digital transformation to create new possibilities for your business. We have empowered our customer facing teams with more timely and relevant product direction information to support you. We recently posted our latest strategy and several product overview videos to and YouTube to share directly with you.

  • Customer Engagement:
    Our global teams are all focused on improving their everyday interactions with you, to ensure you get the most out of your VMware investments. Examples include:
    • Our sales teams have taken a key step to limit changing account managers to enable building long term relationships and a consistent experience to support your business needs.
    • Our technical support team has been focused on improving your customer experience by adding key technical resources to support some of our newer product areas and streamlining case handling.
    • We improved your ability to get information with a full revamp to our website, and we have delivered an improved experience to access documentation around our products.

VMware Listens Differently. We Take Action. Read more on what we’ve been up to based on your feedback

We're Always Listening

Customer Advocacy is the listening post for VMware. Our mission is to not only listen closely to our customers and partners, but also to help the company act on the information we gather. The insights we gain guide the decisions of everyone from our executive leadership team to individual employees. We strive to ensure that the customer voice is considered as a key part of all decisions; both big and small. During a typical year, we collect feedback from over 100,000 customer and partner voices, spanning all industries and spread across 160 countries around the world. The sections below highlights some of the ways we gain that perspective.


Inner Circle

Inner Circle is an elite group of customers and partners who are influencing the future of VMware. Members regularly share their experiences and opinions on a variety of topics including IT strategy, product quality, how VMware engages with customers and partners, and much more. Our commitment to Inner Circle members is to champion their voice across VMware to ensure how their feedback is being applied to shape VMware’s future. Additionally, there are opportunities to engage with peers, as well as periodic giveaways and events.



We survey our customers and partners regularly, and to ensure impartiality, we work with expert partners to execute our feedback programs:

Often, we also contact individual customers directly in response to specific comments they provide, or to answer a question, address an issue or ask for more information to help us better understand your perspective.

Relationship Surveys – Overall Assessment

Our Global Customer and Partner Relationship surveys are critically important to helping us develop a clear understanding of your perspectives across the entire span of interactions with VMware, from research and consideration, solution selection, purchase, use, support, etc.

We’re delighted that our customers and partners are so passionate about VMware, and that you are so willing to share your positive and constructive feedback.


Please keep the feedback coming -- we are listening. It's vitally important for VMware to hear from you, so please participate in our next VMware Customer Insights survey:

If you need technical assistance due to problems accessing or submitting the online survey form, please contact Allegiance directly at VMware and our partners are committed to keeping your information confidential.

Event-driven Surveys

As part of our commitment to provide our customers with the highest quality service and support, VMware Global Support Services takes customer satisfaction seriously. In fact, customer satisfaction is one of the key metrics we use to evaluate the health of the business. We collect customer feedback through an ongoing Customer Satisfaction tracking program. The program routinely sends surveys to customers who have recently closed Support Requests. The surveys address the customer experience throughout the issue resolution process. Survey results are regularly reviewed by management to facilitate customer-centric business strategies.


The VMware Professional Services Organization also deploys surveys, inviting some customers to participate in surveys following services engagements. These brief surveys are used to quantify customer opinions on quality and the key drivers of satisfaction. The survey responses are used by our Professional Services Organization to drive continuous improvement efforts.


In addition, the VMware Staffing Organization deploys surveys externally to VMware candidates and internally to those involved in the staffing process. These surveys gather valuable information on the recruiting process to improve our candidates’ experiences. This better enables VMware to attract top talent, which is good for VMware and our customer / partner community.

Topical Surveys

If you have had a specific experience with a technology area or particular part of our business, we may contact you to ask for your help in evaluating that current offering and your help to shape the future of that product or service. Examples include; My VMware, security policies, product evaluations and TAM evaluations.

Customer Conversations

VMware is constantly seeking to gain a better understanding of our customers' experiences. To help achieve this, we are always looking for customers to participate in discussions with our team members.


These sessions are intended to discuss customer feedback and determine where VMware should implement improvements. Customer input and insight will help focus internal efforts aimed at making it easier for you—our customer—to do business with VMware.


If you are interested in participating in this type of feedback discussion, please send us a request.