At VMware, We Are All Advocates for You

The VMware Customer Advocacy team is focused on exceeding your expectations when doing business with VMware. Our mission is for every single VMware employee to be a customer advocate, empowered to create experiences and solutions our customers and partners love, inspiring you to recommend VMware to others. To support this mission, we are proactively listening to you, analyzing your feedback, and guiding company actions based on your input.

Provide Customer Feedback 

Our Focus

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:

This is only the beginning. Our Analysis team uses this incredibly rich data to identify the priorities for VMware to invest improvement resources.

Once we've built that shared understanding, 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 and build clear understanding of root causes.

Then, 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 focusing on the following efforts in 2016:

  • Product Satisfaction:
    Your voice and opinions are reaching R&D like never before! We continue to focus on improving product quality with special attention on product integration. We hear your concerns about Web client, and we are continuing to work on this to meet your expectations. As our portfolio evolves, we are focusing on identifying business use cases to help solve your IT needs.

  • Strategy and Product Plans:
    We have empowered our customer facing teams with more timely and relevant product direction information, and are communicating our company strategy more broadly across our customer base. We recently posted our Empowering Digital Business strategy and several product overview videos to and YouTube to share our product direction directly with you.
  • Customer Engagement
    Our global teams have a renewed focus on improving their everyday interactions with customers, to ensure you get the most out of your VMware investments.


Guiding our behavior is a team culture founded on integrity, bolstered by the pursuit of excellence and driven by personal accountability and discipline. 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.

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 perspective 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 detail 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 regularly share how their feedback is being applied to shape VMware’s future.  There are also 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:

  • Maritz, Inc., a world-renowned customer intelligence firm
  • RONIN Corp., a best-in-class market research organization
  • TNS, a world leader in market research and business analysis
  • Hahn Consulting, a premier marketing consulting firm specializing in services

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.

Additional Customer Outreach

Customer Insight Interviews

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


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.