Over the years we have created customer reference management solutions for a broad range of clients. Throughout this work, we’ve really been able to hone in on the elements and factors that make up a successful customer reference program. Perhaps the greatest insight we can share is that success has less to do with performing the customer reference activities and much more to do with engaging in and embracing program management best practices.
We have created a checklist that we think will be helpful to any program regardless of size and budget. We consider these to be the most important considerations for every reference program. Whether launching a small, modestly funded program or expanding a large, well established program, refer to this list to stay on track for success. If you can answer yes to all these questions, you are in great shape. If you can’t, and the majority of your peers can’t, then use this as an action list to guide your efforts.
- Is there consistent acknowledgement that references are valuable among the sales and marketing staff?
- Do you have an executive sponsor with political influence and budget authority?
- Do you have support from sales and sales management?
- Do you have a roadmap for how you’d like your program to evolve?
- Are you interacting with others that engage customers?
- Is internal marketing a core part of your program?
- Have you defined the metrics for measuring your program?
- Are you using technology wisely?
In the upcoming posts we’ll dive a little deeper into why these questions and points are so important. We will offer ideas and advice on what you can do if they don’t exist in your organization today, and help you get on the road to success with a productive and valuable customer reference program.
