Building a Strong Foundation for Your Customer Reference Program

Building a successful Customer Reference Program (CRP) can be a complex task. With so many factors to consider, it’s essential to establish your priorities right from the beginning. The cornerstone of a CRP that demands top consideration is your database of reference accounts and contacts. This article will delve into the seven essential steps to create a robust foundation for your CRP.

Get Intimately Familiar with Your Company’s Growth Goals

Your CRP is designed to support your company’s overall goals and related sales and marketing objectives. To begin, understand your company’s short- and long-term growth goals, including revenue targets and expansion plans. This information is crucial as it will shape your reference program to align with the organization’s strategic priorities.

Inventory Current Customer Reference Information

Analyze your existing pipeline to see if your reference database can support closing near-term opportunities. Utilize CRM systems like Salesforce to identify areas of the highest demand for references. Knowing the existing pipeline will help you focus your efforts effectively.

Decide on a Strategy for Building Your Database

Compare your findings about current and future reference needs with the data you have in spreadsheets or your CRM system. Identify gaps in reference coverage and prioritize segments where the majority of your business is derived. Determine the type and number of contacts needed for different scenarios to provide effective support.

Establish Your Program Advisory Board

Creating a CRP advisory board is vital to ensure alignment with stakeholders and gather input. The composition of your board will depend on your program’s specific needs, but it typically includes representatives from sales and marketing. Choose board members who are opinionated, vocal, and understand the benefits of a successful CRP.

Institute Reference Request Processes and SLAs

Institute processes and protocols for requesting and securing approvals for the use of customer references. Consider whether your program will be concierge-style or self-service, and define the program’s scope. Establish Service Level Agreements (SLAs) to manage expectations and ensure efficient reference handling.

Establish the Channel and Processes for Identifying New Customer Advocates

Recruit customer references through close relationships with customer-facing teams like sales and customer success. Consider using contests or incentives to speed up the recruitment process, ensuring that the benefits of participating are clearly communicated to customers.

Develop Your Plan for Keeping Customer Reference Information Up-to-Date

Store your customer reference data in a searchable database application to maintain data accuracy. Determine the frequency of verifying and updating customer reference records, which should be based on the needs of your business. Engage salespeople and colleagues to help keep you informed of any changes in customer reference status.

Building a solid foundation for your Customer Reference Program is essential for long-term success. While it may not be perfect from the start, focusing on data quality and the most critical reference needs will enable you to grow and refine your program over time. The ultimate goal is to have a sufficient quantity and quality of customer advocates to positively influence win rates and support your company’s growth goals.