Playbook: Turning Peer Circle Insights into Company Impact

# Format: Best Practices & Playbooks

# Challenge: Advocacy

How to capture, share, and activate Peer Circle insights to align Product, CS, and Marketing around the customer voice.

December 5, 2025

Jenn Delconte

Joshua Zerkel

When Peer Circles work well, they uncover insights that can influence how your organization builds products, supports customers, and communicates value.

At Klue, Jenn Delconte designed Peer Circles to connect community insights directly to decision-making. What started as a simple conversation format became a key input for product strategy, customer success enablement, and marketing messaging.

“Everyone was talking to the same customers, but in different channels,” Jenn explained. “Peer Circles gave us a shared space to listen together.”

The real value came from what happened next—how the team captured, shared, and acted on what they heard.

Step 1: Capture feedback consistently

Each Peer Circle generates rich insights. To make them useful, Jenn created a lightweight but reliable system for collecting and organizing feedback.

Sessions were recorded (with permission), transcribed, and summarized. Jenn used Gong and ChatGPT to extract themes, quotes, and potential action items. “After each session,” she said, “I summarized the highlights, noted what resonated most, and flagged where we could dig deeper next time.”

Each summary included:

Key customer challenges and requests

Representative quotes and examples

Potential next steps for internal teams

Follow-up owners and timelines

This discipline turned casual discussion into structured intelligence.

Step 2: Make insights visible across teams

Insights lose value when they stay siloed. Jenn shared summaries with Product, CS, and Marketing through shared internal channels and short presentations during team meetings.

Visibility encouraged cross-functional dialogue. Leaders could see how community programs were contributing to their goals, and team members began referencing Peer Circle findings in planning and strategy discussions.

“When leaders saw the quality of feedback coming from Peer Circles,” Jenn said, “they started asking to join future sessions.”

By sharing results quickly and broadly, community became a living source of input for the entire company.

Step 3: Turn feedback into action

At Klue, Peer Circle insights informed real changes across teams.

Customer Success developed new onboarding and training materials using lessons shared in sessions.

Product teams used insights to validate roadmap decisions.

Marketing pulled direct customer quotes into launch messaging and content.

Jenn noted, “We started featuring customer language from Peer Circles in our launch materials. It made everything feel grounded in real experiences.”

By connecting customer stories to company action, Peer Circles strengthened alignment and gave every team a clearer sense of purpose.

Step 4: Close the loop with customers

Sharing insights internally is not enough. Customers need to see that their feedback made a difference.

After each session, Klue sent participants a recap summarizing what was discussed and what steps were underway. Some were later invited to join betas or pilot programs inspired by their ideas.

“When customers saw their input reflected in updates and launches,” Jenn said, “it changed the relationship. They felt part of the process.”

This simple step turned attendees into long-term partners.

Step 5: Build a continuous feedback cycle

As Peer Circles continued, themes began to reappear across sessions. Jenn used these patterns to prioritize new topics and refine future discussions.

“When the same issue surfaced across multiple groups, it showed us where to focus,” she said.

This approach created a self-sustaining cycle of learning: sessions generated insights, teams acted on them, and the results shaped future sessions.

Step 6: Share outcomes and celebrate wins

To keep momentum, Jenn regularly shared examples of how Peer Circle insights influenced the business. These stories reinforced the value of community and encouraged more cross-functional participation.

“When you show the connection between one customer conversation and a business outcome,” she said, “it reframes how people see the value of community.”

The takeaway

Peer Circles become most powerful when their insights turn into action. Treat each conversation as a data point in an ongoing strategy, and make sure every lesson finds its way into the hands of someone who can use it.

As Jenn reminded us, “It’s not about running another event. It’s about turning what you hear into something that moves the business forward.”

▶️ Watch the full replay here.

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