At Qlik, we believe that our customers’ stories are the lifeblood of our success. Their experiences, challenges, and triumphs are not only a testament to the power of our solutions but also a source of inspiration for others on similar journeys. That’s why we’ve made it our mission to amplify their voices across every facet of our organization.
Our stakeholders – sales, customer success, strategic accounts, and our executive leadership team – have customer content at their fingertips, empowering them to share compelling narratives that resonate with prospects and clients alike.
Our customer marketing team is at the forefront of this effort, ensuring that every initiative produced by our marketing, field marketing, partner marketing, product marketing, and global programs teams includes a customer advocacy piece. We understand that authentic stories have the power to connect with audiences on a deeper level, fostering trust and credibility.
Empowering Stakeholders with Curated Customer Stories
One of our key initiatives is the Customer Stories Playbook, a comprehensive resource that we update four times a year. This playbook serves as a powerful tool for our stakeholders, providing them with a curated collection of customer success stories and advocacy materials. By having these stories readily available, our sales teams, customer success managers, strategic account representatives, and executive leaders can seamlessly weave compelling narratives into their conversations, proposals, and presentations.
We run programs such as Executive Advisory Board, Luminary customer and Partner Ambassador Advocacy Programs that are supported by our CEO, CMO, Chief Strategy Officer, CSO, COO and general leadership team.
Fostering Advocacy Through Executive Engagement
At Qlik, we understand that true advocacy extends beyond marketing collateral and customer references. That’s why we’ve established programs that foster direct engagement between our customers and our executive leadership team. Our Executive Advisory Board, Luminary Customer Program, and Partner Ambassador Advocacy Programs are prime examples of this commitment.
Through these initiatives, our CEO, CMO, Chief Strategy Officer, Chief Revenue Officer, Chief Operating Officer, and other senior leaders have the opportunity to interact directly with our most passionate advocates. By actively listening to their perspectives, challenges, and successes, our executives gain invaluable insights that inform our product roadmap, strategic decisions, and overall direction.
Tailored Content Playbooks: A Quarterly Masterpiece
While our Customer Stories Playbook serves as a comprehensive resource, we recognize the importance of tailoring our content to specific audiences and objectives. That’s why our team curates targeted playbooks and materials for various stakeholders, ensuring that the right stories reach the right people at the right time.
For example, our sales teams receive tailored playbooks that highlight customer success stories aligned with specific industries, use cases, or pain points. Our customer success managers, on the other hand, receive materials focused on driving adoption, maximizing value, and fostering long-term partnerships. By providing these tailored resources, we empower our teams to deliver personalized, impactful experiences that resonate with their audiences.
Our stakeholders have customer content at their fingertips, empowering them to share compelling narratives that resonate with prospects and clients alike.
Navigating Customer Success with Intuitive Self-Service Apps
In addition to our playbooks and advocacy programs, we’ve developed a powerful Qlik App that serves as a centralized hub for all customer success (or reference) materials. This intuitive platform allows our stakeholders to easily navigate and filter through a vast collection of customer stories, case studies, videos, and other resources.
With its user-friendly interface and advanced search capabilities, our teams can quickly find the perfect customer advocate or success story to support their specific needs. Whether they’re looking for a customer in a particular industry, facing a specific challenge, or leveraging a specific Qlik solution, our app empowers them to find the right narrative to drive their message home.
At Qlik, we understand that our customers’ voices are the driving force behind our success. By embedding customer advocacy programs across our organization and empowering our stakeholders with curated, tailored content, we ensure that these voices resonate throughout our marketing, sales, and leadership initiatives. It’s a holistic approach that not only amplifies our customers’ stories but also fosters deeper connections, builds trust, and ultimately drives our business forward.
