The Playbook to Building a Customer Reference Program with Talkdesk SVP of Client Services Gillian Heltai

2. Do I have to do customer references?
Probably.
Unless…
• Very small contract value
• Very flexible contract term
• Your company is already huge
But…
• There should be criteria / boundaries for supplying them
• You should strive to amplify your advocates voices through 1:many activities

3. Our Evolution
Your first customers!
Treat them well forever. If
you do this right, they will
become your strongest
advocates.
You have customers
willing doing
references! Hooray!
Nothing a bit of elbow
grease can’t solve.
The new Enterprise
AEs are asking for 3+
references per
opportunity + site
visits.
Customer marketing team
hired. Reference process
refined. Focused on scaling
your programs.
vv

4. • Love for your product
• Improvement of experience versus prior provider
• Personal relationship with account team
• Great support experience
• Overcoming a challenge together
How do customers become advocates?

5. • Support CSAT surveys
• NPS surveys
• Targeted customer feedback surveys
• CSM/AM/AE asks
• Formally: During QBR, announce launching advocacy program
• Informally: During catch up call, site visit, via personal email
• Get it in the contract!
• Local event attendance
• The people that attend will likely be advocates for you
How do I find my advocates?

6. Considerations in building a customer reference program:
1. Incentivized or rewarded?
2. CSM-led, AE-led, or marketing-led?
3. Wide or deep?
4. Effective alternatives to 1:1 references?
Considerations

7. Principles
• 100% measured
• Don’t forget to thank your advocate
• Boundaries must be defined
• Iterate based on measured outcomes
• Protect your customers
• Enlist Sales leadership to get on board with making
customers the #1 priority

9. THANK YOU!