No two customer reference programs are created equal. Each is defined by the type of business and the customers served. Let go of expectations. Spend some extra time to understand your customer’s needs and where they spend their time, marry that with your unique knowledge of your own business, and you will come away with the most effective reference strategy for your organization.
If you work in a fast paced technology driven industry that derives information from sources such as webinars, YouTube and other online sources think about how to make those references as high profile and impactful as possible. Focus your energy on technology
and work with your marquis reference customers to develop excellent presentations using web technologies and video testimonials.
If you work in a smaller niche industry where buying decisions rely heavily on personal peer interactions, concentrate your reference efforts on direct phone calls and other live discussions such as customer forums and roundtables.
If your company can demonstrate irrefutable results without requiring direct peer conversations, you may want to consider putting an emphasis on the written word. Case studies, whitepapers, or other types of marketing content can be very effective. Deliver this type of content to prospects via microsites for a personal yet professional website with built in tracking features.
There is a lot to gain from providing great customer references. Use your combined knowledge of your business and your customers to come up with the right mix of reference activities. Consider customizable software solutions to help you stay on track and avoid bottlenecks and distractions. And finally, remember the importance of metrics, tracking your results allows you to report back on the power of the program and keep it moving in the right direction.
