The results of not having a focused customer reference function are visible in many departments: sales, marketing, PR, AR, IR, social media, executive, RFP/ deal desk, etc.

Interview your peers, survey sales, and you need to  compile as complete of a list as possible.

Include any fresh incidents (e.g., deal lost, couldn’t find a compelling reference) that clearly show the need for a program. 

Backbase Customers’ Referencing Program 


Case studies are a great way to tell the world how valuable your products or services are. They go beyond simple testimonials by showing real-life examples of how you were able to satisfy your customer’s needs and help them accomplish their goals. 

With great case studies, you will be able to highlight your successes in a way that will make your potential customer become your customer. 

Internally, the correct customer information is absolutely necessary. 

The teams need to know which customer logos they can use on the website, which customer is a good candidate for a case study, and who can be used for a quote or attending to an event. 

We have created an internal referencing program which contained of a framework of all customers:

  • Sales Calls
  • Quotes
  • Video Testimonials
  • Customer Testimonials
  • Case study 
  • Webinars
  • Analyst Calls
  • Speaking Engagements, In Person
  • Meet-ups
  • Press Releases
  • General PR
  • Logo Usage



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