Customer Reference Management
Updated: May 10, 2007
Definition: The purpose of Customer Reference Management is to improve and enhance the level of "advocacy" a set of customers displays related to a vendor's products & services.
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Key points
Specifically, a vendor's objective is to gain referrals and positive "word of mouth" from this advocacy.
Methods employed include participation in a written case study, speaking on a telephone call with a potential customer or the media, or engaging in an event or seminar to share the story of a product or services success.
Ultimately, a professionally designed customer reference management program should result in the following:
 Improving the effectiveness of the sales process
Your relationship with your customers will grow
You should not have to keep asking your customer to give you a references. This is known as reference customer burnout.
Allows any size organization to communicate their customers references across the entire organization
You should be able to measure the effectiveness of a customer reference program
One benefit of the internet is that potential customers can listen and/or view customer references online
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