The next point to consider on our checklist for building a successful customer reference program is whether you are doing enough internal marketing. By internal marketing, we mean communicating with management and your fellow employees to establish awareness and understanding about your program.
Since marketing professionals typically drive the customer reference programs, effective communication activities should be second nature. Unfortunately, this isn’t always the case and it ends up like the old story where the cobblers’ children have no shoes. This is particularly unfortunate, because to be successful a customer reference program really needs involvement from multiple groups, requiring coordination and strong communication. Internal marketing is the tool for defining, driving and reinforcing the actions and behaviors needed for success.
Making internal marketing core to your program means thinking about it as an ongoing activity. It means thinking about your different audiences, what messages are needed for each and the best channels to communicate them. Here are a few of the best practices we’ve seen.
• Brand your program. Give it a catchy name so that people will take notice and want to be a part of it. Reinforce the brand by including updates and information on the program in company-wide meetings, newsletters and on the Intranet.
• Launch with gusto. Announce your program internally with enthusiasm by getting your executive sponsors on board, planning a special announcement meeting with fun incentives for participation.
• Highlight achievements. Send monthly, bi-monthly or weekly emails with updates and accomplishments so that your stakeholders are consistently reminded of the success the program is generating. Tap into the competitive nature of your sales team by bringing visibility to those who are achieving the desired results. Highlight the success of particular individuals –promote these internal champions.
• Create campaigns and promotions. At least a few times each year, define a campaign that encourages and reinforces one particular behavior that will be beneficial for your program. Use this approach to reach new milestones and highlight the success.
• Maintain regular communication. Don’t forget to continue the conversation. Use all means of communication at your disposal to keep the momentum going. This can be a good place to let folks know that you are listening to their feedback about your program.
• Elevate the discussion. Throughout all your communication, remember to keep the discussions focused on demonstrating the real and tangible value of the program. Every chance you get, report on successes made possible by the program and the value of those wins.
There are several ways to deliver your message in consistent, effective and motivating ways. Consider using your corporate Intranet, group emails, company newsletters and a variety of meetings to keep the communications flowing. Also use your executive sponsors to be your advocates and support your message in appropriate venues.
Internal marketing doesn’t need to be time consuming when it is established as a core part of your program. A simple quarterly plan can help keep you on track. Make it a regular activity that helps create the visibility and drive the behavior you need for the success of your customer reference program.
