For Analyst Relations Professionals

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	May 6, 2010 What AR Can Learn From Customer Reference Managers by Kevin Lucas with Eric G. Brown, Robert Muhlhausen	Average: 10  (2 ratings)

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Executive 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.

TABLE OF CONTENTS

• AR Struggles To Manage Customer Reference Volumes
• Reference Recruitment Is Fundamental
• Dual Incentive Schemes Matter, Even When Rewards Are Intangible
• Reference Managers Use Automation

RECOMMENDATIONS

• Learn From Customer Reference Management Professionals
• Supplemental Material
• Related Research Documents

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