What AR Can Learn From Customer Reference Managers

May 6th, 2010

With contributors:

Eric Brown , Robert Muhlhausen

Summary

Customer reference management is so important to AR programs at B2B vendors that Forrester includes it as one of the 11 foundational processes within the Forrester Industry Analyst Relations model (FIAR). To identify best practices, Forrester explored how professional customer reference managers drive their reference programs. We learned that reference recruitment must be organized well in advance of need, that incentives for the vendor's account management team should augment those offered to customers, and that reference readiness and usage tracking are vital to ensure that references generate the maximum effect.

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