Customer Reference Programs

As they say….”content is King”.  Product and service stories do not get many companies very far.  The companies that will get noticed are companies with content – particularly, customer content.

PRceptive believes that Customer Reference Programs are essential for developing content for any and every organization.  It is not to be overlooked.  Customers are proof.  The media want proof.  New prospects want proof.  Shareholders want proof.

By building a databank of proof, organizations create content, subsequently legitimizing products, services, investment opportunities, story “nuggets”, and communities of interest.

PRceptive has helped clients establish customer references from the ground up.  From developing CRP policies, to reaching out to key customers, to interviews, to content gathering and writing, PRceptive takes a “roll up the sleeves” approach, helping clients ensure they have the content they need to establish proof-points and deliver on content.

Why should you care about implementing a customer reference program for your organization? Take a look at what we call the PRceptive CRP-4:

1. Content. Customer reference programs provide immediate content available for press releases, case studies, industry event support, blogs, media sources and interviews.

2. Sales Support. Sales teams will benefit from having rapid, easy access to quality sales tools that highlight existing customers’ success with a product or service.   In addition, some existing customers may act as a direct reference for sales prospects in the future.

3. Visibility. CRPs provide visibility for organizations by giving the prospective customer a better sense of why the featured customer bought and why.  In fact, with a reciprocal CRP in place, customers may start coming to you to help in your communications and marketing initiatives.

4. Product and Service Validation. CRPs support the efforts of Customer Relationship or Marketing Managers by providing an additional forum for customer feedback.  It is also an important feedback system for Technical Support or R&D.