customer reference programmes
TRANSCRIPT
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Customer Reference Programmes
Strategy not tactics
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A strategic CRP is like a marriage...
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...it shouldn’t be just for one party’s benefit...
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Everyone should feel as if they are winning, and working to the same goals.
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Go on a few dates, ask other people to fix you up.....
..But make sure you have a lot in common
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Content for the sake of it is a waste....for you and your customer.
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So how do you choose?
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Good for sales – gives them examples they need..
Tight integration in customers marketing programme...
Proactive repository of information...
Everyone focusing on same content themes.....aligned to the business goals
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Work out business objectives, and ensure CRP objectives are the same
Create a structured framework for content and customer progression
Create and internal engagement model, funnelling through CRP
Sanity check your plan –collaborate, measure, culture
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..and finally
Measureable success with:
• Defined framework• Customer progression and sales data linked to CRP• A wealth of materials• Happy customers
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For more info on how to wow your customers and help your company grow, contact: [email protected]
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Thanks also to:
@ReferenceQueen (a.k.a. Claire Grove from Juniper Networks) for her invaluable input.