Cisco Collaboration, ADP, and Chorus have an edge: They’re the latest to go TRUE

Megan Headley
Megan Headley
January 30, 2020

Cisco Collaboration, ADP, and Chorus have an edge: They’re the latest to go TRUE

Last week, TrustRadius launched our TRUE program to champion transparency in the industry of software reviews.

TRUE recognizes vendors who are Transparent, Responsive, Unbiased and Ethical in sourcing and using customer reviews. Any vendor can apply to earn the TRUE badge.

Since launching last week, the program has doubled in participation.

Brands that have been approved for the TRUE program in the past week include:

  • Cisco Collaboration
  • ADP
  • Ultimate Software
  • Khoros
  • Cision
  • WatchGuard
  • LogMeIn

Companies are joining because it’s an edge over their competitors. Where others might be ignoring peer feedback completely, or focusing on controlling the message with positive reviews, TRUE members are truly serving their customers and prospects. Mitchell Drysdale, who runs customer marketing for Cisco Collaboration, says:

“We are extremely pleased to be recognized as TRUE verified. Being transparent, responsive, unbiased, and ethical in our review sourcing and use is top of mind, as we want all current and prospective customers to see a comprehensive opinion of our products and services. We’re grateful to be the first company in the Video Conferencing category to receive this distinction, and look forward to continuing to unleash the customer voice in 2020.”

We’re excited to see more companies adopt the values of TRUE, and are looking forward to seeing your application. In the meantime, read on to learn from the best: TRUE members share how they turn authentic customer voice into a strategic advantage.

Apply to join the TRUE program today

Taking advantage of negative feedback

One critical part of transparency and being unbiased is welcoming critical feedback. Just like people, no product is perfect. TRUE members discuss why negative feedback matters, and how they handle it:

TIBCO seizes the opportunity to build a partnership

“We believe that negative feedback is room for improvement on many levels. Product or feature improvement, updating our messaging to make sure customers know what they are getting, and improving our customer relationships are all things that can grow from negative customer feedback. By responding and following-up with customers that leave negative feedback, we understand their pain points, build a stronger relationship with them, and get an opportunity to help solve their problems.”

Rachel Smith | Advocacy Marketing Manager | TIBCO

Khoros builds prospect confidence by giving them the full picture

“Negative feedback is like any other feedback, an opportunity to take our customer’s experience into account and ensure we are doing everything our power to address. It also ensures that prospects are getting a full and true picture of what it is like to work with us. We strive to ensure that our customers have the best possible experience but also recognize that perfection is not always possible. We welcome feedback of all kinds.”

Brandon Davis | Senior Analyst & Influencer Relations Manager | Khoros gets internal teams on board to help and improve

“At Chorus one of our company values is #DeliverAwesome which means everything we do is with our customers in mind. When we receive negative feedback, I take a look at the nature of it (is it product related, customer success related etc.) and share it with the relevant people internally to understand what our next course of action is. E.g. if we see the same negative product feedback come up, our Product team works through how to solve the problem and how to prioritize it.”

Sophie Cheng | Director, Customer Marketing |

AT Internet wins trust in the market with pros alongside cons

“We will respond to the negative reviews to understand the user dissatisfaction and try to solve the encountered problem. Also, at AT Internet we think negative reviews are necessary to strengthen the positive ones.”

Marie Braundet | Digital Marketing Manager | AT Internet

Putting customer voice to work

TRUE brands are also going beyond making sure they have a presence on review sites, to take full advantage of their customer feedback. Here are some of the ways they are leveraging customer reviews to help their prospects, grow their brand, and improve their business.

Cision turns reviews into fodder for sales & account teams

“We believe that review content and the data collected within the platform is extremely valuable to our marketing mix and tactics. It also serves as great fodder for our sales and account teams when presented throughout the customer lifecycle. We are continually looking for ways to better operationalize and utilize everything we have access to in TR.”

Chris Branding | Sr. Customer Marketing Manager | Cision

SolarWinds establishes trust across channels

“We present our reviews to customers on our product pages, marketing materials, and through our owned channels. We believe customers get value from seeing how other people use our products and trust third-party reviews. The value we see in reviews comes from feedback on how our products serve our customers and helps to provide the product management team with direction.”

Mark Owens | Customer Marketing Manager | SolarWinds

Ultimate Software gives prospects and customers a confidence boost

“We want to make sure we are listening to our customers so we can address any issues and continuously develop our product to be the best it can be. We also use review content to make sure it is as easy as possible for our prospects to gather the information they need to make a decision.”

Natalie Arenal | Social Media Business Analyst | Ultimate Software

LogMeIn amplifies word of mouth to drive sales

“We are in the early process of leveraging our customer’s voice in various places, started with web properties. We feel that word of mouth is one of the most valuable sales drivers, and being able to take what our customers are saying and sharing their voice is a powerful lever.”

Brett Petersen | Sr. Customer Marketing Manager | LogMeIn

Sage Intacct provides helpful information—without marketing spin

“Review content is extremely important to us, as it provides unbiased insight into a customer’s satisfaction. It allows us, as well as our prospects, to understand how our customers view Sage Intacct. It is also a great avenue for customers to share any critical feedback, allowing Sage Intacct’s customer success and product management teams to understand the challenges that customers are facing and how they can best be addressed. Ultimately, review content provides a way for us to syndicate customer feedback without a marketing spin, making it invaluable to others considering the product.”

Sameera Kelkar | Customer Marketing Specialist | Sage Intacct

Learn more about how TRUE represents the highest industry standards

About the Author

Megan Headley
Megan Headley
Megan leads Research at TrustRadius, whose mission is to ensure TrustRadius delivers high quality, useful and, above all, trustworthy user feedback to help prospective software buyers make more informed decisions. Before joining TrustRadius, Megan was Director of Sales and Marketing at Stratfor, where she was in charge of growing the company’s B2C revenue stream through email marketing and other channels. She enjoys traveling, reading, and hiking.