Not all customer references are created equal. Some deliver results, while others fall flat. It all comes down to your approach, process, and tools.

It’s important to get it right. A strong customer reference can boost your marketing and sales team efforts by building credibility and trust with potential clients. So, focus on quality over quantity. When you understand what makes a good customer reference, you can choose testimonials that hit home. 

What to Write in a Customer Reference?

A customer reference tells a positive story about a client’s experience with your products or services. A satisfied client typically writes this customer reference. However, sometimes businesses work with their clients to make sure they highlight all the important points.

It’s helpful to hit a few key elements when you build a customer reference.

• Customer Background: Start with a brief overview of the customer’s business. Mention their industry, size, and location. The goal is to offer context to help others relate to their experience.
• Challenges Faced: A customer reference should describe the customer’s experience. Discuss the specific hurdles they faced before using your product. Bringing attention to these pain points helps set up your solution as the answer to their problems. 
• Solution Provided: Explain how your product met their needs and contributed to customer success. Point out any specific features or customizations that really made a difference. 
• Measurable Outcomes: Show the results using data or percentages, such as how efficiency improved or revenue grew. Remember, concrete numbers build trust.
• Current Satisfaction: To get the full picture, check in to see if satisfied customers still value your offer. Discuss how happy they are. The goal is to frame their customer success in a way that highlights the benefits they’ve experienced from your product.
• Direct Quote: Include a quote from the customer. This important step adds a personal touch and much-needed authenticity to their customer reference.
• CTA: Include a call to action encouraging potential clients to take your desired next steps. This could be booking a demo or reading an e-book.

Overall, focus on ensuring that every customer reference you collect is trustworthy. To do this, back it up with customer reference data, direct quotes, and a story that buyers can connect with. A good referral is worth the legwork.

Why Is a Good Customer Reference Important? 

Hearing from real customers carries more weight than information from your sales or marketing team. Buyers inherently trust their peers. They also don’t have as much trust in your company as you may think. However, a story from satisfied customers has the power to build that all-important trust.

When sales teams use customer references well, they can easily persuade potential buyers. A good customer reference strengthens your company’s credibility by showing you deliver real value. Customer references influence 80-85% of B2B purchases. 78% of sales reps also use social selling to outsell their peers.

A good referral also creates great content marketing. You can use them in case studies, social media posts, etc. This is key since Gartner predicts that by 2025, 80% of B2B sales communications will happen on digital channels.

In addition, customer references help you identify strengths and weaknesses, refine your strategies and improve your products. Sharing customer references at different buyer journey stages can guide potential customers through their decision-making process.

In short, a good customer reference is a powerful tool. It helps close sales and strengthen your company’s reputation.

What Is an Example of a Good Customer Reference?

It helps to look at a customer reference example when you set out to create a customer reference.

How Sage Intacct Leverages Good Customer References to Boost Sales

Sage, a market leader in cloud business management solutions, provides an excellent example of a successful customer reference program powered by Upland RO Innovation. Facing challenges with its growing sales team and diverse product offerings, Sage implemented our solution to streamline its reference management process and create a competitive advantage in its selling cycles.

By leveraging RO, Sage built a scalable customer reference program that supports their sales team’s long-term success while ensuring an enjoyable experience for participating customers. The program organizes approved references based on specific criteria such as use case, industry, and region, making it easy for sales reps to find the perfect match for their prospects and maintain engagement.

The results speak volumes: over three years, Sage added over 800 references across all verticals, delivers over 30 references per month, and is trending towards influencing 30% of new sales. The program has helped capture more than double the monthly recurring revenue figures in 2024 compared to 2023, demonstrating the power of a well-executed customer reference strategy.

Read more: Sales Customer Reference Program at Sage Helps Close Deals Faster

This success story showcases how customer reference management software, like Upland RO Innovation, can transform a company’s approach to customer references into a powerful sales tool that drives revenue growth and enhances customer relationships.

Learn more: Boost Sales with Customer References (Webinar On-Demand)

Businesses like Sage can create a win-win situation for their sales team and satisfied customers by implementing a structured, scalable program with the right technology.

How Can I Improve My Customer References?

Sourcing customer references can feel overwhelming for B2B organizations. This is especially true if you’re starting or scaling. Here are some strategies to build a customer reference strategy that works.

1. Make a Connection

Building connections with your customers pays off. In fact, Customers who trust a brand are 88% more likely to buy again. They’re also more likely to refer others. On the other hand, consumers who don’t trust a company are unlikely to recommend it to others. In fact, 73% feel this way.

When you focus on building strong relationships with your current and prospective customers, you lay the groundwork for them to feel valued. This makes them more likely to give positive feedback and customer references, which, simply put, improves your referenceability.

There are several ways you can go about this. You can offer great support and innovative products that attract customers to your brand. You might even invite them to join an exclusive group of advocates. Whichever route you take, prioritize relationship-building in your customer reference program.

2. Time It Right

When it comes to asking for customer references, timing is everything. Do it right after a successful project or positive interaction to capture their satisfaction while it’s fresh.

Use regular check-ins, like during quarterly reviews, to show that you value their input. Don’t put it on the table during a business meeting where they might feel pressured. Keep an eye on their workload, too. Avoid asking for references during busy times to prevent any frustration.

When asking for a reference, also consider the customer journey. Each stage influences how they perceive your brand. So, time your request to match their positive experiences. This boosts the chances of getting a positive story or testimonial. Overall, picking the right moment sets you up for strong recommendations. 

3. Think About What Motivates Your Customers

Pay attention to what drives your customers’ choices. Are they looking for validation as thought leaders? Do they want visibility in their industry? What’s their job level? Are they sales representatives, involved in product management, or perhaps a part of a marketing team?

This information will help you personalize and connect your questions with their business goals. Remember, customer references don’t want to feel like a means to an end.

When you tailor your approach, you show you understand their unique needs. Personalization is key to improving reference ability, especially considering that 90% of top marketers believe it plays a significant role in business profitability.

For example, instead of saying, ‘We need a case study,’ try, ‘We’d love to highlight the impact you’ve seen from our solution at an upcoming event where your peers will be.’ This small shift can make a big difference in how they feel about participating.

4. Reward and Recognize

The main reason customers switch brands is that they feel unappreciated. So, express your gratitude clearly when you ask for customer references.

Show your loyal customers you value their support with rewards like exclusive offers, gifts, or a simple handwritten thank-you note. Just remember, nice gestures can be short-lived. Customers might jump ship for competitors with better perks if that’s all you offer.

Make it a two-way street. Focus on giving back in meaningful ways to show your appreciation and be a champion for your customers. This can be a highlight of their customer success stories or a shout-out in your marketing. When you show loyal customers you value them, they’re likelier to stick around for the long haul. 

5. Don’t Be Afraid to Ask

Many organizations shy away from asking for customer references. They see it as a favor, not a chance to build relationships. 

Most loyal customers will likely be happy to pitch into your customer reference program. So, frame your request as a chance for them to help someone else. This approach shows they matter and encourages them to participate. Start off with a conversation and ask for their feedback. Let them know their input counts.

Just remember—if you lean too hard on a few customers, they might feel used. That’s why 75% of companies worry about overusing a small group of customer references. Avoid reference burnout at all costs. Aim for balance by getting diverse customers to share their customer success experiences.

6. Tap Into Your Network

When sourcing customer references, make the most of your existing customer base. Diversify and tap into your network to gather new references. Add more diverse customer references based on job roles and experiences.

The more people you involve, the more customer references you can gather. Your advocates can also help connect you with new customer references. The goal is to proactively identify willing customers who can share their positive stories or testimonials.

If you struggle to connect with people online, try a face-to-face meeting. In-person requests are 34 times more successful than email requests, and the close rate for in-person meetings is 40%. Personal interactions can have a major impact on potential buyers.

7. Make It Easy and Engaging

Explain clearly what being a customer reference involves so customers feel comfortable with their role. When you ask for customer references, try to avoid overwhelming them. A way to do this is to match the task’s complexity to their expertise. 

For instance, if you have a customer who is particularly knowledgeable about a specific product feature, ask for customer references that surround their experience using that feature. The goal is to focus on asking customer references to speak about features or experiences that genuinely intrigue them.

You should also ensure your customer reference programs meet or exceed customer expectations. You can tell them exactly what they’ve signed up for by clearly sharing your expectations with your references.

8. Maintain Contact With Your Customers

Don’t go on autopilot once you’ve secured a customer reference. Make it a point to stay in touch with your loyal customers and check in to see how they’re experiencing your product or service.

Send them occasional updates about your company or share relevant industry news. You can also invite them to events or webinars to keep them engaged. Focus on building a community and putting in the time to nurture your relationships. 

Ask for their feedback regularly. Put in the work to show you value their input and use it to improve your offerings. The bottom line: Stay connected. 

9. Rely on Customer Reference Software

Try using Upland RO Innovation to build a strong customer reference program. It delivers the right testimonials exactly when you need them. Put manual processes aside. RO Innovation will help you speed up sales cycles and close deals. 

Automate your customer reference workflows to simplify tasks and save you time. It can keep customer information accurate and help you avoid scrambling for customer references.

A successful customer reference program keeps things easy and efficient, making customers feel valued. RO Innovation is your key to building trust and boosting your referenceability. 

What Do Customers Gain from Being References?

Reference customers don’t just do it to help your business. They gain real benefits from offering a positive story or testimonial.

Networking Opportunities

For one, reference customers can help boost their visibility and credibility in their industry. Joining events or panels allows loyal customers to connect with industry leaders. This exposure can open doors to new partnerships and opportunities.

Get Recognized

When customers share their success stories, they share the spotlight with you. Offering unique insights and experiences can put the focus on them. This is a great way for customers to get recognition for their skills and open up new opportunities.

Free Marketing

Customer references promote themselves for free through your marketing. They get visibility without spending a cent. In 2024, businesses shell out between $550 and $2,000 on content pieces. On the other hand, customer references get valuable exposure at no cost.

Customer Reference Perks

Participating in a customer reference program often gives customers access to exclusive resources, training, or early product releases. It also improves their relationship with your company, improving service and communication.

Sharing customer references and success stories online lets them highlight their achievements while allowing your brand to control the message. Everyone benefits.

Manage Your Customer References with Upland RO Innovation

Don’t waste your time and energy on subpar customer references. One good customer reference can tip the scales in your favour. So, focus on gathering customer references that connect with your market and meet your business goals. 

Remember, though, it’s not just about the quality of your customer references. It’s also essential to manage them well with a strong customer reference program. 50% of salespeople feel their company’s existing customer reference program needs improvement. Don’t fall into this trap.

A customer reference program will ensure your sales and marketing teams have easy access to reference data and ready-to-use testimonials when they need them.

Customer reference software like Upland RO Innovation works for you. Its automated tracking keeps a fresh pool of customer references without losing your best customers. No more delays—just the confidence you need in your customer reference program. Let’s chat.