In the last post we outlined a number of important considerations any organization should consider in the process of designing its customer reference program. The considerations were: [Read more →]
Customer Reference Program Models, Pros and Cons
May 7th, 2012 · Best Practices, Customer Reference Programs
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What Customer Reference Program Model is Right for You?
May 4th, 2012 · Customer Reference Programs
After nine years in this field we’ve seen quite a few different approaches to customer reference program (CRP) models. Often they exist as they do, or evolve because of budget factors, because “it’s always been done this way,” or the program leader brought the model with them from another organization.
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Overcoming the Top 4 Reasons Customer Reference Programs Fail – Inadequate Technology
March 20th, 2012 · Best Practices, Customer Reference Programs, Program Metrics, Program User Adoption, System, System User Adoption, Tools
This is a continuation of a series on the 4 most common reasons that customer reference programs fail, and how to deal with them.
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Overcoming the Top 4 Reasons Customer Reference Programs Fail – Program Leadership
February 22nd, 2012 · Best Practices, Customer Reference Programs
This is a continuation of a series on the 4 most common reasons that customer reference programs fail, and how to deal with them
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Overcoming the Top 4 Reasons Customer Reference Programs Fail – Sales Leadership Support
February 22nd, 2012 · Best Practices, Customer Reference Programs
This is a continuation of a series on the 4 most common reasons that customer reference programs fail, and how to deal with them
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Workshop at the Summit on Customer Engagement Feb 28-29
February 16th, 2012 · Best Practices, Customer Engagement, Customer Reference Programs
We will be making our annual trip to the Summit on Customer Engagement in San Mateo, CA later this month. This year we’ve been asked to deliver a workshop to help Reference Program leaders take their programs to the next level.
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Most CEOs Think Marketers Lack Credibility
January 18th, 2012 · Best Practices, Customer Reference Programs, Program Metrics
I had a recent conversation with Sean Geehan (Geehan Group, customer advisory board experts) on the topic of how CMOs think about customer reference programs. He spoke of a disconnect between CEOs and CMOs he’s seen in the advisory board work he does, which helps explain the high turnover of CMOs. Sean pointed me to a 2011 blog post from Laura Ramos of Xerox (many will remember Laura from her days with Forrester). It was terrific, be sure to read it!
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Persuading Sales to Nominate Customer References
January 11th, 2012 · Best Practices, Customer Reference Programs, Program User Adoption
There was a great discussion on the LinkedIn group, Customer Knowledge Sharing Network, recently. The question posed was: “How do you encourage sales reps to share information about possible reference customers?”
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Overcoming the Top 4 Reasons Customer Reference Programs Fail – Executive Support
January 10th, 2012 · Best Practices, Customer Reference Programs
In the last post I listed what we believe to be the 4 most common reasons that customer reference programs fail. Arguably, there are many other nuanced reasons that programs don’t get sufficient support to launch, or once launched, to grow to a level that produces measurable benefits for the organization.
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Top 4 Reasons That Customer Reference Programs Fail
December 5th, 2011 · Customer Reference Programs
The dark side of our business is that not every customer reference program that gets launched has a story book ending. We were recently asked the question posed in the title of this post by a company that was considering making a commitment to a reference program for the 3rd time in 8 years. The two previous iterations began with a minimalist effort, then simply withered away.
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