Customer References

What is a Customer Reference?

In simple terms:

  • A customer reference is a positive story your customer can share about a successful delivery of products or services, used to create demand and sell impact.

The goal of customer reference management is to organize and amplify these stories to help sales and marketing better sell your business’ products or services. Below are some frequently asked questions about defining customer references:

What is the best way to share a customer reference?

That positive story told from a customer reference’s point of view can be shared a number of different ways, depending on to whom you are talking. Salespeople think about using content either early in the sales cycle or for request to speak one-on-one with a customer that often comes in from a prospect near the end of the cycle. Marketing folks, particularly if they aren’t closely involved with sales support, may think about a written document – like a case study or success story or testimonial quote – that confirms their value propositions. The PR team may be thinking of a request from a reporter or analyst looking to speak with a customer or a speaking slot they’d like to fill at an industry event. Then, in the world of social media, conversations about the brand happen at all times on their own.

From our perspective, it doesn’t matter if that story is told in print, as part of a speaking opportunity, or in a personal conversation. The goal of customer reference management remains the same: to amplify and share the story in ways that can help create market impact.

Can your customers collaborate on a reference?

A customer reference could consist of several people within a single company acting as advocates. The key is to group these based on the “story” rather than the specific solution. This allows each story to be shared to its maximum potential, and since one product may be used by different people to solve completely different problems, it doesn’t make much sense to group them together.

What is the most important aspect of customer references?

The success of your customer reference program relies on building an army of highly satisfied customer evangelists. These evangelists are passionate persuaders for your products and services and help to guide that positive sentiment where it can have the biggest impact. Exceptionally loyal and motivated evangelists will be your top advocates and will enthusiastically help drive others to your business.

Are customer advocates and customer references defined as the same thing?

The term customer advocacy is separate from customer reference or evangelist or referral. While we, for many years, treated the four terms as one and the same, some clarification is now beneficial.

  • A reference customer is typically reactive in their actions (i.e. they respond to requests to take a call or write a case study).
  • A customer advocate (or evangelist) is proactive in their promotion and defense of your brand. An advocate will autonomously engage in a community or at an event. Your challenge then is to turn fans into advocates and then advocates into ready and willing references.

How does your company define a customer reference?

We’d love to hear your view on this and how your customer reference program is structured. Learn more about our customer reference management platform.

Quality Construction is our benchmark

Armed with the latest and cutting-edge equipment in the construction industry, top infrastructure company Sterling House has developed a reputation for quality and delivering projects within the agreed time frame and budget requirements. We know that delivering world-class services is not possible without world-class machinery, which is why we have acquired various top-of-the-line machines costing upwards of millions of dollars to uphold the highest level of quality, customer satisfaction and our reputation.

Real Experts

Our Professionals

Billy Porter

CEO

Kristy Butler

CEO

Lewis Williams

CEO

Cristina Page

CEO

153

Sales Per Day

753

Happy Customers

345

Closed Tickets

127

Completed Project

Incredible Support

Happy Testimonials

I personally have been involved in both new construction and renovations and never have I worked with any building contractor that was so organized, professional and on the money!
Attachment image #1499
Michael Ageloff, Owner, Kyoto Sushi & Saki Lounge
Sterling House has demonstrated a distinctive ability to resolve the most conflicting issues in some of our most complex projects. Their professionalism and their determination to making our client’s best interest a priority makes them the leading candidate for building any project.
Attachment image #1499
Julia - Yandex Inc.
Your professionalism, attention to detail and leadership was instrumental in constructing Delray Beach’s newest landmark on time, below budget and within quality expectations.
Attachment image #1499
Mike - Uber Inc.