Who Helps to Tell Your Company’s Stories?
Customer success/reference programs are always one of the most challenging initiatives at any organization. Anytime you are trying to coordinate multiple internal resources along with external constituencies, it makes for an interesting assignment. The surprising thing is that so many organizations handle this one task differently, from who owns it, to how it is done, and what (if anything) the customers get out of it. I have started a number of customer programs for different companies and have debated best practices with all levels of any given organization. A customer reference program is often something that everybody in the organization wants, and can benefit from, but the question of ownership is always the elephant in the room.
Sales is often focused on moving product and talking to prospects, so they are often the customers of reference programs, but don’t want to own and administer a program. Services are focused on implementations and utilization. Again, not the ideal owners for this problem. Most organizations have a sales operations staff, but again, they have bigger fish to fry in training and preparing sales staff, so a reference program may not get the proper attention that it needs. This leads us to the marketing group (more specifically, the marketing communications or PR staff). When you think about the end goal and the fact that marketing can use reference material in a variety of ways, it just makes sense that they own it. When you can develop case studies, video testimonials, podcasts, and have media/analyst references, it is a natural for marketing to own this program and administer it for the entire organization.
A good reference program provides immense benefits to the organization. In addition to the items mentioned above, you also have customer quotes, and sales references, and collateral that help drive new prospects, and more importantly new sales. There are a lot of pitfalls with reference programs, and it is easy for them to stray off course. Some tips that can help make for a successful program are:
- Make sure that a reference program is properly staffed. If you have employees that are trying to operate a proper reference program while also trying to do their day jobs, you are welcoming things to slip through the cracks. These programs are important. They are the lifeblood of supporting numerous sales and marketing activities, plan accordingly and have someone dedicated to making sure that things are done right.
- Reward your customers for their time and energy. Make sure that there is something “in it” for your customers. These people are taking time out of their schedules to help your organization. They need more than a “thank you” and a pat on the back. Many organizations put some kind of incentives in place, whether it’s discounted services and maintenance, or specific rewards, or a points based reward system that lets customers participate in marketing activities, and rewards them for each instance – make sure that you are doing something for your customers, even if you just send them a gift basket. If they can’t accept gifts, then make a charitable donation on their behalf.
- Make sure that a program has the internal support that it needs to be successful. This is usually the biggest obstacle, because it means budget. Once management realizes that the return of reference programs helps fuel and support the new business pipeline, then you should have a good chance of securing the proper resources. If the organization has trouble seeing the benefit of this program, see if you can get a pilot program in place. If that doesn’t work, then you need to either get creative or your marketing programs will become more challenging, especially when you start hearing the question, “Can I speak with one of your customers?”
Everyone wins with a customer reference program. While it may be challenge to get it up and running, it is worth all of the trouble because the benefits are felt throughout the organization. With an effective program in place, the sales team has references for prospect call; marketing has customers to brief media and analysts, participate in Webinars, videos, podcasts, and speaking opportunities, as well as awards opportunities; and the events team can have customers to participate in panels and customer events. The companies that make great impressions on prospects do it through the work they do with their customers.
Today’s great customer stories help bring tomorrow’s customers in the door. At the end of the day, it is one of the oldest, simplest concepts, but it is still the most effective.
September 25th, 2009 at 8:26 am
All good points Brian. I’d add that even thought 80+% of the programs surveyed annually for the Customer Reference Forum call Marketing home, the most successful programs behave like sales. By that I mean that they embed themselves in the sales organization (attend weekly calls/meetings, events), co-locate among salespeople, and adopt salespeak (e.g., customer recruiting has “quotas”). Marketing professionals can learn attributes that remove the “us vs. them” stigma that often exists. Hiring former field marketing or salespeople for the reference program gives the program a tremendous head start.
September 25th, 2009 at 9:03 am
David – I fully agree. There must be a tight working relationship with the sales organization. They help create the pipeline of new references, but they also are the primary consumers, so it is important to have their buy in and support. I think that having people who can help tell the stories (and write them) as well as manage scheduling and traffic is critical to make sure initiatives move forward.