The Customer Reference Handbook

Customer reference programs can encompass so many different types of deliverables. Reference managers need to consider what types of content will be most useful to key stakeholders within the company.

Who Will Use the Content?

First, consider who will use the content. Is the sales team the primary audience for your deliverables? Marketing? PR? Think about the group that will use the materials and what is most useful to them. For example, a short description of the customer and how they’re using the product is often sufficient for PR. But the sales force might require more in-depth case studies that get into the technical details of the implementation. Executives often just need a customer logo and a nice quote for presentations.

Consider the Stage of the Sales Cycle

Another important consideration is the stage of the sales cycle. Very early in the sales process, a topline overview of how companies are using a product is usually sufficient. However, as the prospective customer gets more serious about purchasing the product, he/she typically wants a lot more detailed information such as specifics around an implementation, professional services used, other products considered, ROI and more. In this case, a more in-depth and more technical case study is often preferred.

Be Strategic

Customer reference program managers can be strategic contributors to the sales process. If the company wants to target a specific type of customer or vertical market, the program can pursue and create content featuring those types of customers and industries.

How will the Content be Consumed?

Next, think about how the content will be consumed. Is the person seeing the content visiting your website? If so, think about doing short customer videos or audio clips. Will the information be handed out at an event? Consider a nicely formatted success story.

Types of Content

Here are samples of the types of content you might consider developing for your own program. Again, each company has different needs, so you’ll want to choose the content that works best for your situation.

• Success Story
• Case Study
• ROI Study
• Success Slides
• Audio Recording
• Videos
• PR Blurbs
• Press Releases
• Advertising
• Speaking Abstracts

Consider Enlisting Professional Services

Content development is an area many companies outsource to agencies or freelancers. A skilled writer, audio or video producer can make the most ordinary story compelling. And, in the customer interview, they can often draw out important information such as ROI, dollars saved, increases in productivity and more.

Whatever you decide to develop, securing quality content is key to the success of a program.

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