Do you know who you are using as a reference? Do you know how many times and the win rate of using that reference? If not track it in CRM

Reference customers are critical to a service provider business model, but how do you keep track of requests, usage and success of reference customers?

The answer is that it is quite easy if you keep it simple! Follow my simple steps below to keep a record of requests, usage and success.

  1. Create a new solution for your reference entity, or open up your existing solution
  2. Create a new entity “Reference” and specify type as Activity
  3. Add required fields to the new entity i.e. Account and related contact who will do the reference, type of reference Case Study, Reference, Speaker etc, Organiser as the person who has requested the reference and Owner who is the owner of the related account or contact. See screen shot below
  4. Reference Entity
  5. Once you have created the entity, update the associated Account and Contact forms to move the new reference relationship down into Sales area of the navigation.
  6. Optionally may want to create a workflow to auto update the Owner of the reference to the owner of the Contact, leaving the organiser as the person who is requesting the reference usage.
  7. You now may also want to create some charts around status and due dates or even as in the example dashboard below a chart showing references by opportunity revenue and status to see how well your references are performing
  8. Reference Dashboard
  9. Once you are happy you can publish your configurations.
  10. Once published you will need to train your CRM users to create a new reference activity when a reference required and if related to an opportunity create it from an opportunity so that the regarding in populated. You can manage the status and performance of your references using standard views, you can now view which customers are being referenced the most and finally manage who have or are proposed to provide Case Studies for you. In addition you could set the regarding against a Campaign if you are using a contact or account as a speaker or case study for an event.

Keeping track of references and usage across the business ensures happy long-term customers. I hope this has been useful.

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