Gartner Research

Marketing Essentials: How to Manage a Customer Reference Program

Published: 29 March 2010

ID: G00174216

Analyst(s): Richard Fouts


Customers are among your most-valued assets, especially when they recommend you to others during a critical sale. However, investments in customer reference programs have a positive impact beyond the sales organization, and a three-step process will help marketers better manage a customer reference program.

Table Of Contents
  • Overview
  • Introduction
  • Background and Context
    • Most Trusted Source of Information
    • What Is a Customer Reference?
  • Best Practice
    • Bringing the Steps Together
    • Some Final Advice About Measurement and Automation
  • References and Methodology
  • Conclusion

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