Why referenceable customers are key to success

Credible customer references and success stories are the best way to not only acquire new customers but also encourage customers to take action. Sometimes, it is not enough for you as the Customer Success Manager (CSM) to share how you are making your other clients successful; sometimes, they want to hear it directly from the source. Building a roster of referenceable customers who are willing to collaborate with other customers like them extends your value beyond your product or service. You are including them in a community of professionals from similar personas where they can share challenges and solutions.

We had an over-the-top, extravagant user conference in Salt Lake City, where two of the primary stakeholders of my clients, Starbucks and T-Mobile, attended. They had briefly met the year before and continued their relationship the following year. I saw them having a conversation right in the middle of the resort lobby where the...