Have you ever used a customer for a reference and then forgotten about them? You later give their name to a prospect to find out it backfired? Or maybe the customer approved the case study or press release, you waited to post the document, the day you post it you find out the customer hasn’t been happy since they sent you the thumbs up on the document? If this hasn’t happened to you, good! If it hasn’t happened to you because you don’t communicate with your Sales team and customers – bad for you!
One of the main functions of running a reference program is to know who is happy and who’s not. It’s not good enough to talk to a customer, find out that they’re happy and then keep them in the “happy” customer category. No one is ever 100% happy all the time. Things are going to blow-up at some point in time. It might be a small blow-up, but it’ll blow-up.
It is absolutely critical for customer reference professionals to be on top of the game when it comes to customers. Know who your customers are and always check in with them before you use them as a reference where they’ll be called. It doesn’t take much time and can save you a lot of headaches. Know what your customers are thinking of you before you hand them off to others.
Filed under: customer loyalty, customer references, customer satisfaction, marketing, reference program | Tagged: case study, customer reference, customer reference program, press release, who are your customers | Leave a comment »