IBM Client Advocacy

During my time at Somnio I had the pleasure of leading the strategic and creative development of this fun project for IBM.

The Ask

Boost NPS scores and survey participation by proving to IBM users, resellers, and decision-makers that their feedback drives real change—transforming skepticism into engagement.

The Challenge

IBM customers including internal and external partners and resellers were disengaged from customer feedback surveys, believing their input leads to little or no action.

The Insight

Apathy—not ignorance—was the real barrier, fueled by fatigue and skepticism from inconsequential corporate feedback loops. However, when feedback leads to tangible improvements, their sense of value increases, and they’re more likely to participate. People engage when they see their voices matter.

The Approach

Make an open and genuinely inquisitive invitation for customers, stakeholders and resellers to tell it to us straight. An honest acknowledgement and commitment to honoring customers needs and expectations for product optimization. The real hero behind our products success is you! Because when you speak we all benefit. We then created a highly personalized experience that included a customer advocacy manifesto, direct user and partner outreach, a launch video and dedicated feedback portal, making it clear that feedback isn’t just collected, it’s acted upon.

The Impact

• Increased NPS survey engagement and response rate demonstrating the value of participation.
• Shifted perception from skepticism to trust, proving IBM listens and acts.
• Strengthened IBM’s client relationships, reinforcing a culture of co-creation.