How TechWing Helped Behind the Scenes to Bring 300+ Customer Voices Forward Faster and More Efficiently

When customer advocacy leader Jenni Adair faced the challenge of migrating years of complex data and scaling her advocacy program, she turned to Wings4U for expert support.

Through Wings4U’s TechWing service, Jenni gained a trusted extension of her team—streamlining data migrations, automating workflows, and building systems that empowered her to focus on what truly matters: customer relationships and storytelling.

In customer advocacy, many leaders are a team of one—responsible for building a company’s customer advocate pool—to bring their stories to life through case studies, reference calls, reviews, and speaking engagements. The right technology can be an ally to help them scale, but without the right support, it can add work and pressure instead of easing it.

Customer advocacy leaders don’t have the bandwidth to handle everything all at once—relationship building, data migrations, and system automation. Their true focus lies in what matters most: building customer relationships, earning trust, and helping share their customers’ stories.

That’s exactly where Jenni Adair shines. With over 30 years in the tech industry, she’s passionate about building customer advocacy programs that amplify authentic customer voices. “What I really love about customer advocacy is building relationships with customers and making them shine through their stories,” she says.

"What I really love about customer advocacy is building relationships with customers and making them shine through their stories."

Jenni Adair, Head of Customer Advocacy

Laying the groundwork 

At her previous company, a global leader in data protection and cyber resilience, Jenni’s team managed every part of customer advocacy, from programs and tech to case studies and reference requests. 

When she realized the limitations of the old reference management system they had in place, she made the decision to move to a better, more robust solution: SlapFive, a platform designed specifically for advocacy and reference management.

Through the new solution, Jenni saw an opportunity to unlock more value from her team’s work. Plus, she found a much more supportive vendor that took the time to be a partner. The initial challenge was moving years of heavily customized data into a system that could finally support her vision, and she had to face that task largely on her own.

Beyond switching platforms, the decision was about regaining the ability to move fast and deliver results. “Honestly, it was a lot of work at first, but I knew we had to do it—and that it would be worth the effort,” Jenni recalls. Everything in the old system was custom-built, which meant a massive cleanup from the start.

Picture this: ongoing advocacy programs to maintain, urgent requests arriving daily, and years of tangled data reluctant to settle into its new home. Jenni didn’t just need new software—she needed an extension of herself.

The moment it all clicked

The turning point came when Jenni was introduced to Wings4U. Active in CMA networks, she often looked to peers to see what tools and approaches were working for others. That’s how she first came across Wings4U, a team known for supporting advocacy leaders with the technical and tactical expertise needed to make their programs run smoothly.

Through Wings4U’s TechWing, the service that removes technical complexity so advocacy leaders can focus on driving impact, Jenni was paired with Martin Galtieri, an experienced expert who could plug directly into her program and start adding value from day one.

“They were super fast, easy to work with, and just got it,” she recalls. “They made it so much more efficient for us.”

Turning strategy to execution

From the very first call, Wings4U became that missing extension of her team. At the same time Jenni was migrating from a legacy reference system to SlapFive, she was also implementing UserEvidence—a platform that turns customer feedback into testimonials and advocacy assets.

Wings4U stepped in to streamline the data migration to SlapFive, while also helping her tag and publish customer quotes from UserEvidence surveys, and build microsites that made it easy for sales to find the right customer references. What would have taken Jenni months on her own was done in just a fraction of the time.

Within just a couple of months, Jenni’s team launched their first survey on the platform, generating more than 200 responses in the first week. Wings4U then stepped in to tag and publish the data in the asset library and build microsites, making the content easy to find and use across the company. That breakthrough created momentum.

By building surveys on well-targeted contact lists, the team secured strong response rates. Ten surveys reached different customer groups and gathered far more than just quotes. The surveys produced individual testimonials, entire microsites showcasing multiple stories, and a pool of +300 advocates. After completing the surveys, those advocates were registered in SlapFive and ready to join activities like reference calls and speaking engagements.

“I remember getting all the survey data back and suddenly having so much great material,” Jenni says. “Normally that would have taken me forever, but Wings had it up and running quickly.”

Because the content was structured and accessible, other teams quickly saw the value. Product marketing tapped into ready-made proof points for blogs, social media surfaced authentic quotes, sales had more reference examples to choose from, and campaign teams leaned on statistics that made their messaging more credible.

Gaining momentum in real time

At the same time, Wings4U worked with Jenni to give her team deeper insights to guide future decisions. The combination of Jenni’s business knowledge, an established community of advocates, and Wings4U’s technical expertise turned what began as a challenging migration into a program that was both scalable and sustainable.

“With the help of Wings4U, I was able to show the impact of our advocacy program much faster,” Jenni explains. “They managed the technical and backend work so we could focus on the customer relationships and strategy. That collaboration helped accelerate our outcomes and highlight the program’s value early on.”

The program didn’t just connect the company to its customers—it connected internal teams and secured advocacy a place at the table.

For Jenni, that’s the part that matters most. And with Wings4U as her partner, she had the support to make that vision a reality. “That’s what drives me—giving customers a place to share their voice and making sure those stories reach the people who need to hear them.”