Resources for Customer Reference Professionals
Customer Reference Forum® is a community of customer reference professionals and customer reference managers from many of the leading corporations in the world.
Keynote: Realizing the Full Potential of Your Customer Advocates
by Vice President, Research and Business Consulting, Satmetrix
Please note: Deborah Eastman was originally scheduled to deliver this presentation, but has had to cancel due to unforeseen circumstances.
Drawing on Satmetrix’s groundbreaking research on Net Promoters (or “enthusiastic references”) Laura will show how companies can realize the full potential of customer references.
For example:
- Companies often overlook the real lifetime value of customers by focusing only on purchases and share of wallet — while ignoring referral value that can be much more lucrative on the one hand, or detrimental on the other. Deborah will show new ways to understand true customer value.
- Research shows that peer recommendations are the most powerful influence on buyers decisions. Yet, hundreds of customer advocates remain unidentified and untapped for customer references and success stories – even in firms with formal customer reference programs.
- Online communities of a organization’s Promoters can co-innovate to significantly improve new product development and create immediate referrals.
Properly considered, customer references are exceptionally valuable strategic assets. You’ll learn unexpected new ways, along with supporting research, on how they can contribute to objectives that senior management cares about.