Customer Reference Programmes

Strategy not tactics

A strategic CRP is like a marriage...

...it shouldn’t be just for one party’s benefit...

Everyone should feel as if they are winning, and working to the same goals.

Go on a few dates, ask other people to fix you up.....

..But make sure you have a lot in common

Content for the sake of it is a waste....for you and your customer.

So how do you choose?

Good for sales – gives them examples they need..

Tight integration in customers marketing programme...

Proactive repository of information...

Everyone focusing on same content themes.....aligned to the business goals

Work out business objectives, and ensure CRP objectives are the same

Create a structured framework for content and customer progression

Create and internal engagement model, funnelling through CRP

Sanity check your plan –collaborate, measure, culture

..and finally

Measureable success with:

• Defined framework• Customer progression and sales data linked to CRP• A wealth of materials• Happy customers

For more info on how to wow your customers and help your company grow, contact: info@icebluesky.com

Thanks also to:

@ReferenceQueen (a.k.a. Claire Grove from Juniper Networks) for her invaluable input.