Make Customer Love Central to Your Company DNA

By Guest Writer: Ciana Abdollahian

Ciana Abdollahian is a trusted resource in customer advocacy and community strategy for B2B SaaS. For over 15 years, she has helped companies design programs that turn customer relationships into measurable business growth. Her work spans global advocacy initiatives, executive engagement programs, and community strategies that keep customer proof at the center of go-to-market priorities. She believes the most effective customer stories are the ones leadership can see, measure, and act on.

If you run a marketing or advocacy program, you probably hear customer wins all the time.
The problem? Most of that gold stays in your head, on a sticky note or notebook, or buried in your CRM.

Making customer love central to your company DNA means those stories and wins are shared, celebrated, and tied directly to business results.

One simple way to start is by creating a Customer Love channel in Slack or Teams. It becomes a single, visible place for the whole company to:

·         Celebrate customers

·         Give credit to the teams who serve them

·         Connect those wins back to deals

This is internal selling at its best:

·         You’re consistently showing the value of customer proof

·         You’re giving visibility to marketing and advocacy work without a formal “report”

·         You’re building a culture where everyone rallies around customer wins

How to do it

Step 1 – Gather the stories
You do not have to record every customer conversation, but make a habit of capturing the essentials. If you’re on a call whether it’s a check-in, an interview, a co-marketing planning session — make sure to jot down the key moments.

Ask open questions that get people talking about value and results:

• Why did you choose our solution?
• Which other options were in the mix?
• What problem pushed you to start looking?
• What benefits or measurable results have you seen?
• How has it changed your day-to-day work?
• Who on our team has been most helpful and why?
  

If you do record calls (with permission), you’ll have the exact language to pull into your post. Direct quotes are powerful.

Step 2 – Use a consistent template
The faster you can drop your notes into a format, the more likely you are to share them consistently. Here’s a structure that works in Slack, Teams, or email:

Customer Love: [Customer Name / Logo]
Summary: One-sentence win or highlight
Results:

• [Metric or outcome]

• [Metric or outcome]

Shout-outs:

• [Name] – [Reason]

• [Name] – [Reason]

Story Highlights:

• Why they chose us / competitor displacement
• Problem → Solution → Impact
  

This format forces you to distill the story while giving enough context for others to see the value.

Step 3 – Post in #customer-love
Once it’s in your template, share it in the dedicated channel. Tag people who should see it — the sales lead for that region, the product manager for the featured feature, the CSM’s manager.

Encourage others to react or comment. Promote the channel in your presentations and encourage your peers to do the same. Over time, the channel should become the place people go to celebrate and share, not just consume.

Step 4 – Cross-link and repurpose
Your Customer Love posts are not one-and-done. Link them in enablement decks. Pull them into proof libraries. Reference them in quarterly business reviews. A story that lives in one channel can add value in many places.

Automating it with AI and Zapier

You can make this process nearly hands-off. Here’s an example automation:

1. Trigger: A new call recording or meeting note is completed in Zoom, Gong, or Chorus.
2. Action: Send the file to a transcription tool (Otter, Fireflies, or OpenAI Whisper).
3. Action: Use OpenAI in Zapier to format the transcript highlights into your Customer Love template.
4. Action: Post the formatted story directly into Slack or Teams in the #customer-love channel.
5. Optional: Tag relevant people automatically based on keywords (e.g., product names, industries).
6. Optional: Save the story in Google Docs, Notion, or your proof repository for long-term use.

With this workflow, your program’s wins flow into the channel without extra manual effort.

The payoff

You will know it’s working when:

• Posts from the channel get referenced in leadership or all-hands meetings
• Sales reps start pulling stories directly into live deals
• Other teams proactively share stories for you to post
• People expect and celebrate these wins as part of company culture.

At one company our #customer-love channel transformed the internal culture around customer stories.

Wins that used to get buried in quarterly reports became part of daily conversation. Leadership started referencing customer feedback in meetings. AEs were more efficient because proof points were easier to find.

Bottom line

A Customer Love channel is more than an internal feel-good feed. It is a simple, visible way to connect your work to results and to keep your program in the conversation year-round.

When the time comes to ask for more budget or resources, you will not be starting from zero. You will already have a steady trail of wins that leadership has seen, reacted to, and valued.

Want Your Customer Wins to Drive Real Business Impact?

A #customer-love channel is a great start. If you want those wins to consistently shape decisions, inspire teams, and strengthen your market position, you need a program that delivers them on repeat.

Porter Consulting helps marketing and advocacy leaders design programs that surface customer proof points in real time and make sure they are seen, celebrated, and utilized across the business.

If you are looking to move beyond ad-hoc stories and build a steady drumbeat of wins leadership cannot ignore, we should connect.

Contact us to learn how we can help you turn your Customer Love into a growth engine.

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