A resource and community space for modern marketers, sellers, and builders using customer voice to grow — together.
This hub is built for anyone who wants to do more with the voices of their customers. Whether you're scaling advocacy, building trust with proof, or rethinking how to go to market — you're in the right place.
How-to guides and playbooks for building with customer voice
Campaign-ready templates and swipe files
Benchmark reports and reference best practices
Event recordings, expert sessions, and community spotlights
Ask questions. Share ideas. Trade wins. This is your space.
You don’t have to figure this out alone. The Deeto community connects you with other leaders using customer voice to build better GTM motions, faster-growing brands, and smarter strategies. If you are interested in joining when it launches, sign up below.
Automate advocacy management workflows
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Discover practical guides, templates, and tools to help your team close more deals, faster.
How much do you really know about the customers who use your product? Getting customers to use your product without understanding them is like navigating without a map. You might move forward, but you’re guessing at every turn. Customer research isn’t a side project. It's the infrastructure behind product-market fit, retention, and real growth. The difference between teams that collect feedback and teams that win is what they do with it. This guide covers why customer research is foundational and how to do customer research that’s not just insightful, but connected to the decisions that move your business forward.
Customer research is the structured process of capturing customer voice, including needs, motivations, friction points, and language and connecting it to decisions across product, marketing, and growth. A one-size-fits-all approach rarely works. Your target audience may differ from the customers who actually engage with your product, and research helps reveal that gap. With clear insights, you can make better product, marketing, and business decisions that are grounded in reality rather than assumptions.
Start by asking yourself what problem you are trying to solve. Are you trying to understand why customers don’t return? Do you want to refine marketing messaging? Clear objectives help you focus on the research that matters and maximize your return on effort. Without them, it’s easy to end up down a rabbit hole of customer intelligence that doesn’t actually solve the problem at hand.
Do you have a target audience or buyer persona in mind? Create a list of customer segments and prioritize them. If you don’t have a persona yet, now is the time to create one. Personas make research questions specific, contextual, and strategic. Include role and responsibilities, goals and success metrics, challenges and pain points, buying triggers, objections, decision-making processes, and the language they use to describe problems. With this context, your research will be sharper, and the insights far more useful.
There are two main types of customer research: qualitative and quantitative. Qualitative research uncovers the “why” behind behavior through interviews, focus groups, open-ended surveys, and observation. Quantitative research focuses on patterns and scale, using analytics, larger surveys, polls, or experimental methods like A/B testing. Understanding why customers churn may require qualitative research, while validating how widespread a problem is often requires quantitative research. The strongest research combines both: qualitative to understand the “why” and quantitative to measure the “how often.”
Research is only as good as the questions you ask and the people you ask them to. Strong research requires honesty. That means asking open, neutral questions and resisting the urge to validate assumptions. Instead of asking, “What do you like about our product?” try “What problem were you trying to solve when you started looking?” Instead of “Would you recommend us?” ask “Who would this not be a good fit for?” Speak with a mix of recent buyers, long-term customers, churned accounts, and lost deals. Patterns become clear when perspectives are compared. Capture feedback exactly as it’s given. The words customers use are often more valuable than summarized notes.
Analysis is where research becomes actionable. Look for recurring themes in your data: which problems come up repeatedly, what language customers use to describe value, where frustrations cluster, and what nearly prevented a purchase. Then anchor these insights to business outcomes. Every insight should inform a decision, whether it's messaging and conversion optimization, retention or product expansion. Prioritize feedback from high-value segments or critical customer groups, as differences between groups are often more revealing than averages.
Identifying patterns is only half the work. The other half is embedding what you’ve learned into the way the company runs. If customers describe value in a specific way, that language should appear in messaging. If churn risks follow a pattern, onboarding or renewal processes should adapt. If objections repeat in sales cycles, enablement should evolve. Insights become powerful only when customer voice drives actions, not when it sits in a slide deck.
This is where many teams stall. They capture strong signals but lack a connected system to route those signals to the people and workflows that need them. The companies that close this gap treat customer voice not as a report, but as an operating layer that shapes decisions continuously.
Customer needs don’t stand still, and your research shouldn’t either. Too many teams treat research as a campaign: something to do before a launch, after a churn spike, or when positioning feels off. The strongest companies treat research as a rhythm.
This doesn’t mean constant surveys or endless interviews. It means establishing a deliberate cadence that matches how your business evolves. Some research should be ongoing, like regular interviews across segments, continuous capture of sales and support signals, and tracking shifts in language and expectations. Other research should be milestone-driven, such as before entering a new market, ahead of a major product launch, or when retention patterns shift.
The goal isn’t more feedback. It’s building a living system where customer signals continuously inform execution. When research becomes rhythmic, patterns get clearer, decisions get faster, and alignment gets easier. Instead of rediscovering your customers every quarter, you evolve alongside them.
Structure the conversation around moments that matter rather than general opinions.
Every question should tie back to a business lever, whether messaging, conversion optimization, onboarding, or retention. The more specific the question, the clearer the answers.
Customer research doesn’t have to be heavy, slow, or disconnected from execution. When customer voice is structured, searchable, and embedded in workflows, it becomes a competitive advantage, not a project. Deeto helps teams turn scattered feedback into connected customer intelligence that informs decisions across marketing, sales, and product. Insights stop being static reports and start becoming the operating system for growth.
If you’re looking to make customer research a continuous part of how your company grows, explore how Deeto can help.
Turn customer research into action with 7 clear steps to capture voice and drive smarter growth decisions.
Overview:
Most teams don't lose deals because they lack data. They lose because their understanding of why is delayed, incomplete, or already outdated by the time it's reviewed. In this session, we'll explore how buying behavior, competitive dynamics, and deal momentum shift in real time and why traditional win-loss programs can't keep up.
Instead of treating win-loss as a retrospective exercise, this webinar shows how AI-driven listening turns every buyer interaction into a continuous learning system that evolves as the market evolves.
You’ll learn:
Date: Thursday, February 26, 2026
Time: 9:00 AM PT / 12:00 PM ET
Location: On-demand virtual event (Link sent upon registration)
Speakers:
Shawnna Sumaoang, CMO, Deeto
eams don't lose deals because they lack data. They lose because their understanding of why comes too late.
Overview:
Win-loss analysis reveals why deals close or fall through, but manual methods can't keep pace with modern buying journeys. When 70% of B2B decisions happen before a rep is involved, relying on sales notes alone means missing the full story. This guide shows you how AI-driven video and voice interviews transform win-loss from post-mortem to proactive intelligence.
Spotlight:
Inside, you'll find a practical framework for revenue teams who want to capture authentic buyer insight at scale. Learn how AI-powered interviews replace slow, consultant-led processes with continuous feedback loops that surface themes, predict outcomes, and guide strategy in real time. See how one B2B company improved win rates by 27% after replacing manual analysis with AI-driven intelligence.
What to Expect:
Why It Matters:
Buyers make decisions faster than ever, often without ever speaking to sales. Win-loss programs that depend on reps' memories or quarterly consultant reports arrive too late to matter. When teams use AI to capture authentic buyer voice continuously, they don't just understand what happened, they also predict what's next and act with confidence.
Download the guide and turn win-loss into the continuous buyer intelligence that drives sharper positioning, faster cycles, and higher win rates.
This guide shows you how AI-driven interviews transform win-loss from manual post-mortems into real-time buyer insight.
Overview:
Retention drives growth, but most teams still measure it in hindsight. Quarterly surveys and annual reviews capture isolated moments, not the full customer story. This guide shows you how AI-driven continuous listening turns customer signals into proactive retention strategies.
Spotlight:
Inside, you'll find a practical framework for customer success and experience teams who want to move from reactive metrics to predictive intelligence. Learn how continuous listening captures sentiment, engagement, and behavioral signals in real time, helping you detect risk before it becomes churn and identify advocates ready to fuel growth.
What to Expect:
Why It Matters:
Customer voice isn't episodic, it's continuous. When companies listen across every touchpoint and act on signals in real time, they don't just retain customers. They strengthen relationships that grow with trust, turn satisfied customers into enthusiastic advocates, and build retention into a shared system that drives lasting growth.
Download the guide and turn retention from a backward-looking metric into the proactive intelligence that powers growth.
This guide shows you how to turn retention from reactive metrics into proactive intelligence with AI-driven signals.
Overview:
Product feedback should drive innovation, but most teams are drowning in scattered inputs across tickets, Slack threads, and survey tools. This guide shows you how to turn feedback chaos into connected intelligence that builds better products.
Spotlight:
Inside, you'll find a practical framework for product managers who want to move from reactive to proactive. Learn how companies like Cymulate consolidated four data sources into one unified hub, cutting feedback review cycles from three weeks to three days while increasing roadmap confidence by 40%.
What to Expect:
Why It Matters:
Customer voice isn't a program. It's the intelligence system that powers how modern companies build, prioritize, and innovate. When feedback becomes structured and connected, product teams gain faster cycles, stronger alignment, and products that resonate deeply with their market.
Download the guide and transform scattered feedback into the strategic insight that drives confident decisions.
This guide shows you how to turn product feedback into confident decisions without the manual chaos.
Most organizations are listening to customers more than ever.
They run surveys. They capture calls. They collect reviews. They ask for feedback at every stage of the lifecycle.
And yet, many still struggle to translate that insight into meaningful action.
The reason is simple: listening creates awareness, but orchestration creates impact.
Customer feedback is abundant. Action is not.
Insights are discussed in meetings, summarized in decks, and reviewed across teams, yet decisions still rely heavily on intuition, habit, or incomplete context.
This gap exists because customer insight often arrives:
Customer orchestration closes this gap by connecting insight directly to execution.
Customer orchestration is not automation for its own sake. It is the coordination of customer intelligence across people, systems, and moments.
It ensures that:
In practice, orchestration turns customer intelligence into infrastructure.
Modern organizations move quickly. Decisions can’t wait for quarterly reviews or manual analysis.
At the same time, trust has never mattered more. Customers expect to be heard, understood, and responded to meaningfully.
Customer orchestration enables both speed and credibility.
It allows teams to:
Many organizations treat customer voice as a collection of signals. Each signal matters, but none of them tell the full story on their own.
Customer orchestration connects those signals into a system that:
This shift transforms customer voice from something teams check into something they operate from.
The future isn’t about listening more. It’s about building better systems.
Systems that respect the complexity of customer relationships.
Systems that adapt as customer needs change.
Systems that help teams act with clarity instead of guesswork.
Customer orchestration is that system.
And for organizations ready to move beyond fragmented insight toward coordinated action, it is quickly becoming the foundation for growth, retention, and innovation.
Learn how customer orchestration turns feedback into aligned action, faster decisions, and lasting trust.
Today marks an important milestone for Deeto.
We’re introducing a new evolution of the platform and a clear shift in how customer intelligence is built, shared, and acted on across modern organizations.
This is more than an update. It’s a rethinking of how customer insight should function inside the business.
Customer insight has expanded far beyond the systems originally designed to manage it.
What once came from periodic surveys or occasional reference calls now shows up everywhere: sales conversations, customer interviews, lifecycle campaigns, renewal discussions, and ongoing engagement. The challenge is no longer collecting feedback. It’s making sense of it, connecting it, and acting on it consistently.
Most teams still rely on a patchwork of tools and processes to do this work:
As a result, customer voice often informs decisions inconsistently or too late to matter.
We built the new Deeto to change that.
What this shift enables is something most teams have struggled to achieve at scale: continuous customer research.
Not research as a quarterly study or isolated initiative, but research as an always-on understanding of customer needs, sentiment, and context grounded in real interactions.
In this model, research is no longer separate from execution. It is embedded directly into how the business listens, learns, and acts.
At its core, Deeto is now an agentic platform for customer orchestration.
That means customer voice is no longer treated as static input or a collection of artifacts. Instead, it becomes a living system that continuously listens, learns, analyzes, and activates across teams.
In practice, this means Deeto actively monitors customer signals, connects context across people and accounts, and helps guide what should happen next as conditions change.
Customer orchestration ensures that:
The new Deeto experience is built around a simple operating model that reflects how insight should move through an organization.
Listen: Capture authentic customer voice continuously, not episodically, through AI-powered interviews and structured engagement that allow customers to share insights naturally and with context.
Learn: Organize customer intelligence around real entities such as accounts, contacts, and assets in a shared system of record that is structured, searchable, and accessible.
Analyze: Surface patterns, sentiment, and trends in real time so teams can answer the questions that matter now without digging through reports or tools.
Activate: Turn insight into action by orchestrating how customer intelligence flows directly into workflows across marketing, sales, customer success, and product.
This is not a linear journey. It’s a continuous loop that strengthens with every interaction.
Customer orchestration isn’t about serving one team better. It’s about aligning every team around the same source of truth.
With Deeto:
Customer intelligence is no longer a side system.
It’s becoming the operating system.
Learn more by checking out our launch event on-demand, or reach out and request a demo.
Deeto introduces a new agentic platform for customer orchestration—turning continuous customer intelligence into action
Customer voice has never been more available than it is today.
Organizations have access to more feedback, conversations, and customer signals than ever before. Sales calls are recorded. Surveys are automated. Reviews surface instantly. Customers are constantly sharing what they think, what they need, and what they value.
And yet, most companies still struggle to turn customer voice into meaningful action.
Not because they aren’t listening. But because listening alone isn’t enough.
For years, customer programs have focused on collection. More surveys. More feedback forms. More dashboards. More data.
What that has created is not clarity, but fragmentation.
Customer voice lives in too many places. Feedback sits in one system. Stories live in another. Engagement data is somewhere else entirely. Each team pulls what they need when they need it, often manually and often too late.
As a result:
The issue isn’t effort. It’s structure.
Most organizations still treat customer voice as a program owned by a single team. Customer marketing runs advocacy. Customer success manages sentiment. Product gathers feedback. Sales looks for proof when deals stall.
Each effort is well-intentioned. None of them are connected.
But customer voice doesn’t exist in silos. It spans the entire lifecycle. It shows up before a deal closes, during onboarding, throughout adoption, and at renewal. Its meaning only emerges when signals are connected across time, teams, and accounts.
This is where orchestration matters.
Customer orchestration means customer voice is not managed by one function. It is coordinated across the business through a shared system.
Orchestration connects:
Without orchestration, customer voice remains powerful but underutilized. With orchestration, it becomes a decision-making engine.
Traditional customer intelligence is static. It’s collected, stored, reviewed, and reported periodically.
Modern customer intelligence must be dynamic.
It needs to evolve as customers evolve. It needs to surface insight in real time. It needs to adapt to what each team needs in the moment they need it.
That requires moving beyond dashboards and point solutions toward a system that can:
This shift isn’t incremental. It’s foundational.
It changes customer voice from something teams check into something they operate from.
At Deeto, we’ve spent the last year rebuilding our platform around a simple belief: customer voice should be orchestrated, not managed.
Not as a campaign.
Not as a library.
But as a living system that listens, learns, and acts across the business.
In the days ahead, we’ll share more about this next chapter, including how customer orchestration changes the way teams operate and why it’s becoming a critical capability for modern organizations.
Customer voice is powerful.
Orchestration is what finally unlocks it.
Customer voice is everywhere, but action is rare. Learn why orchestration is the key to turning customer insight into re
Most tools in the customer evidence space will tell you they help you "turn customers into advocates." The pitch sounds the same. The demos look similar. And then you get six months in and realize the tool was built for a different job than the one you're actually doing.
That's what makes evaluating tools in this space harder than it looks. It's not a feature checklist problem. It's a philosophy problem. UserEvidence was built around a specific thesis: that the gap between having happy customers and using them in sales cycles is fundamentally an evidence distribution problem. Surveys, verification, enablement sync. That model works well for certain teams.
But a lot of B2B marketing and CS teams don't just need proof distributed. They need customer voice understood. They need it connected to product decisions, renewal conversations, messaging strategy, and competitive positioning, not just pushed into Seismic before a deal closes.
This post covers six UserEvidence alternatives and is direct about what each one actually does well, and where each one falls short.
UserEvidence is a customer evidence platform. It collects proof through surveys, pulls in G2 reviews and Gong call recordings, organizes that content by segment and use case, and syncs it into sales enablement tools like Seismic and Highspot. Its strongest differentiator is anonymous-but-verified testimonials for regulated industries, where customers won't go on record but buyers still need credible social proof.
For a product marketer at a cybersecurity company trying to build a proof library that sales can actually use, UserEvidence is a solid fit. The survey-driven collection model is systematic, the enablement integrations are documented, and the verification methodology gives enterprise buyers something to trust.
Where it stops: UserEvidence is a collection and distribution system. It doesn't capture voice continuously. It doesn't analyze signal across the customer lifecycle. It doesn't connect what customers say to what your product team prioritizes or what your CS team sees in a renewal risk conversation. If those are the jobs on your list, you're going to outgrow it.
Deeto is built around a different premise than UserEvidence. Where UserEvidence starts with the question "how do we collect and distribute proof," Deeto starts with "what does customer voice actually tell us, and how do we connect that intelligence to every team that acts on it."
That difference shapes everything about how the platform works.
Deeto's Listen module captures customer voice continuously, through AI-powered interviews, surveys, in-product microfeedback, and structured question sets. Not as a one-time survey campaign. As a live feed of signal that flows into everything else.
From there, the platform's Learn module organizes that intelligence into a connected system of record, tied to companies, contacts, and assets, so the knowledge compounds over time instead of sitting in a spreadsheet someone exports once a quarter.
The Analyze module turns that voice into intelligence. Sentiment patterns, competitive signals, churn indicators, product feedback clusters. The kind of output that changes how a PMM builds a launch narrative or how a CS team approaches a QBR, not just which case study gets attached to a deal.
Activate delivers the right customer insight to the right person at the right moment, inside the workflows they're already using. And Orchestrate ties it together: lifecycle automations, reference management, advocacy programs, referral coordination, all running without manual overhead.
The practical result: teams using Deeto report 20-30% faster sales cycles, 10-15% higher renewal rates, and 30%+ reduction in manual effort across customer marketing and sales workflows. Those numbers come from having intelligence connected to action, not just evidence available somewhere.
Deeto makes sense when your team has moved past "we need a proof library" and into "we need a system that makes every team smarter about customers." See the platform.
Best for: Product marketers building messaging grounded in real customer signal. Customer marketers running lifecycle advocacy programs. CS teams that want early visibility into risk and expansion before it becomes a fire drill. Sales teams that need proof in context, not proof in a folder.
Where UserEvidence has an edge: If anonymous-but-verified testimonials for regulated industries are the primary requirement, UserEvidence's verification methodology is purpose-built for that problem.
Influitive builds gamified customer communities where advocates complete challenges, earn badges, and stay engaged over time through reward mechanics. It's a program-depth play: multi-tier advocacy journeys, user-generated content campaigns, community spaces where customers interact with each other and your team.
The honest assessment is that Influitive works well when you have a dedicated advocacy manager, a large enough customer base to keep a community active, and the appetite for a heavy implementation. When those conditions are met, the engagement depth is real.
When they're not: reviews consistently flag an interface that feels dated, login friction for customers in multiple programs, and content repository limitations that make proof distribution harder than it should be.
Best for: Enterprise teams with a dedicated program manager and a long-horizon community strategy.
Not the right fit if: Your team is lean, your primary job is connecting customer voice to pipeline, or you need fast time to value.
ReferenceEdge is a Salesforce-native reference management app. The pitch is simple: if your team lives in Salesforce and needs reference operations to live there too, ReferenceEdge puts request routing, fulfillment tracking, and revenue influence reporting directly inside your CRM without requiring anyone to context-switch.
The Salesforce integration is genuine and well-built, and for teams whose workflows live entirely in CRM, that focus is a feature rather than a limitation. Teams that rely on Seismic or Highspot as primary distribution channels may find the content-sharing features less developed, and reviews note that setup takes meaningful time to get right.
Best for: Sales operations and revenue teams where Salesforce is the single system of record and reference tracking needs to live there.
Not the right fit if: You need broader evidence distribution, customer voice capture, or lifecycle advocacy alongside reference coordination.
SlapFive combines reference management with customer story organization and Salesforce integration. The platform lets you build content hubs organized by segment, track how customer stories influence pipeline, and run reference programs with bi-directional CRM sync.
The AI automation layer is built on an underlying workflow framework that's powerful but not self-serve. Configuring new automations typically requires SlapFive team involvement rather than in-platform customization, which is a meaningful constraint for teams that want to iterate quickly on their own.
User reviews from the 2025 Customer Marketing Technology Landscape Report scored technical support at 3.5/5 and product reliability at 3.8/5. A small vendor team means focused attention, but also limited bandwidth as your needs grow.
Best for: Teams that want Salesforce-centric reference management with customer story organization and are comfortable co-building workflows with the vendor.
Not the right fit if: You need self-serve workflow configuration or a platform that scales without close vendor involvement.
Zuberance is built for referral programs and advocate activation with rewards mechanics. The Shopify integration makes it a reasonable fit for e-commerce use cases. For B2C brands that want customers to share content and refer new buyers through lightweight advocacy programs, the activation and reward mechanics are straightforward.
In B2B contexts, the lack of CRM integrations is a hard constraint. If your reference coordination, advocacy tracking, or proof distribution needs to connect to Salesforce or tie into a sales workflow, Zuberance creates friction at exactly the point where you need the system to be seamless.
Best for: B2C or e-commerce teams running referral campaigns where CRM connectivity isn't a requirement.
Not the right fit if: You operate in enterprise B2B, need to track advocacy influence in Salesforce, or want reference coordination as part of the program.
Peerbound ingests call recordings from tools like Gong, Chorus, and Clari, plus CRM data, and uses AI to identify potential advocates, generate testimonial content from those conversations, and distribute it to sales via Slack and email. It's the most lightweight option in the category, and usually the least expensive.
The ceiling shows up quickly. Reviews note ongoing maintenance requirements, limited integrations beyond the core workflow, and complexity with Salesforce parent-child account structures. It's a reasonable entry point for a customer marketer with a small budget who needs to capture testimonials from calls without standing up a full platform.
Best for: Small teams with tight budgets who need basic testimonial capture from existing calls and can live without governance, attribution, or deep enablement integrations.
Not the right fit if: You need lifecycle intelligence, reference coordination, or any reporting that connects advocacy activity to revenue.
The honest frame for this category: most of these tools solve one specific problem reasonably well. UserEvidence solves evidence distribution. ReferenceEdge solves Salesforce-native reference tracking. Influitive solves long-horizon community engagement. Peerbound solves lightweight testimonial capture from calls.
Deeto is the only platform in this list that treats customer voice as an input to a connected intelligence system rather than content to be collected and distributed. That difference matters when your team's job is bigger than building a proof library. It matters when customer advocacy, competitive intelligence, product feedback, churn prediction, and sales enablement all need to draw from the same source of truth about what customers actually think and need.
If you're evaluating UserEvidence alternatives because your current setup doesn't connect those dots, that's the question worth centering your evaluation on. Not which tool has the longest feature list, but which one is built around the same job you're actually trying to do.
What is UserEvidence used for?
UserEvidence is used to collect, organize, and distribute customer evidence in B2B sales and marketing contexts. Teams use it to gather verified testimonials through surveys, pull in G2 reviews and Gong recordings, and sync proof into sales enablement tools like Seismic and Highspot. Its strongest use case is building proof libraries for sales teams and generating anonymous-but-verified testimonials for regulated industries where customers can't go on record publicly.
What's the difference between a customer evidence platform and a customer orchestration platform?
A customer evidence platform collects proof and makes it accessible in sales workflows. A customer orchestration platform like Deeto does that, and also captures voice continuously, analyzes it into intelligence, surfaces it across product, CS, and marketing, and runs the programs and automations that keep customers engaged over time. The evidence platform answers "what proof do we have." The orchestration platform answers "what do customers actually think and what should we do about it."
Which UserEvidence alternative is best for small teams?
For small teams that need more than just testimonials, Deeto's orchestration layer is specifically designed to reduce manual effort across customer marketing and CS workflows, making it viable without a large headcount. The tradeoff is scope: Deeto delivers more value the more of the customer lifecycle you connect.
What should I evaluate before switching from UserEvidence?
Start with the job that isn't getting done. If the gap is that customer voice isn't connected to product decisions or renewal conversations, a different distribution tool won't close it. If the gap is that your sales team can't find the right proof fast enough, look closely at how each platform handles activation inside existing workflows. And if the gap is advocate burnout from over-asking, look at how each platform tracks reference usage and manages engagement over time. Map the actual problem before evaluating features. Book a demo with Deeto to walk through a real use case side by side.
Exploring UserEvidence alternatives? See 6 platforms for customer evidence, advocacy, and voice intelligence compared.
See how Deeto helps you turn customer voice into a GTM advantage.
