Customer references are a powerful tool for driving business success.
I'm Collette Johnson, a seasoned marketing consultant with over 20 years of experience helping companies connect with their customers. Throughout my career, I've seen the transformative impact that well-used customer references can have.
In this article, I'll share insights into why customer references are so crucial, how to gather and use them effectively, and the strategies that will ensure your business becomes truly customer-centric.
This article is a transcription of a Customer Marketing Catch-up episode. If you'd prefer to listen to the episode in full, you can do so here.
The importance of customer references in marketing
References are an essential part of building strong relationships between marketing teams and customers.
At the core of any reference is the "voice of the customer," which begins as we engage with them to understand how they use our products, what they like, and where improvements can be made. This is the foundation of building customer advocacy.
When a customer is willing to put their name to a product and provide a reference, it's the start of something powerful—an endorsement that can lead to long-term advocacy.
It's a step toward establishing trust and credibility, both with the customer providing the reference and with potential new customers. Unfortunately, I think some teams undervalue this process.
They may not fully appreciate that references are not just a one-off asset; they represent the beginning of a deeper relationship.
They play a critical role in nurturing leads, expanding customer relationships, and driving long-term advocacy.
How customer references help build advocacy
I often compare customer references to planting seeds. When you collect references, you're essentially scattering those seeds and nurturing them over time. Some will grow into advocates who refer others to your product.
These advocates, in turn, help expand your brand’s reach. References are particularly useful in niche areas or when customers are using specific features of your product that others may find relevant.
The key is to build a bank of these references, especially for campaigns targeting specific customer needs like cross-selling or upselling. While we all love high-level, game-changing references that demonstrate massive ROI, it's equally important to gather a wide range of references that speak to various aspects of your product.
This diversity helps create a robust advocacy program, providing different entry points for potential customers to relate to your offerings.
The role of references for existing customers
While we often think of references as tools to win new customers, they're just as important for existing customers. We sometimes underestimate the role references play in the post-purchase phase.
Existing customers still need support and inspiration to continue their journey with your product or service. They may be considering expanding their use of your solutions, or they might want to see how other customers have implemented different features.
In these cases, references serve as a guide to help them understand the potential of your product beyond their initial purchase.
Many companies sell more than one product, and references can help cross-sell or upsell additional solutions by showing customers how others have successfully expanded their usage.
Even after a customer has bought into your brand, they often need internal buy-in to expand their investment. This is where references can help demonstrate the value of additional products or features.
References can help them discover how to use more of what they’ve bought and unlock further value. This is critical in the customer success journey and helps embed the customer deeper into your brand.
Maximizing the use of references
I encourage marketing teams to take a closer look at their existing references. While we tend to think of references in a pre-purchase context, many can be just as effective post-purchase.
These references can help customers explore different product functionalities, understand how others are using additional features, or learn about new ways to integrate your solution into their processes.
Ultimately, references are versatile assets that can help customers at every stage of their journey with your brand. By strategically using them in both pre- and post-purchase scenarios, you can foster stronger relationships, increase customer satisfaction, and drive long-term success for your business.
How to ask customers for references
Asking for references can be approached in different ways, depending on the relationship you have with your customers.
If you have a strong connection with them, it’s usually as simple as reaching out and asking. However, it becomes more challenging when you're dealing with customers you haven’t engaged with much or at all. Cold outreach can be difficult, and simply emailing someone asking for a reference might not yield the best results.
A great example I’ve seen comes from a former colleague of mine, Rosanna, who ran an excellent campaign centered around the idea of “My Favorite Feature.” Customers were invited to talk about a product feature they liked and how they used it.
This campaign was subtle yet powerful because it encouraged customers to share their experiences naturally, without the pressure of a formal reference request.
Plus, she added a little incentive by offering branded merchandise like T-shirts and hoodies. By doing this, she ended up gathering around 60 new references within just a few weeks.
Not only did this lead to more post-purchase engagement, but it also resulted in significant cross-sell and upsell opportunities. Customers who participated in the campaign were more likely to explore additional products or features they hadn’t used before.
This initiative also strengthened relationships with customers who previously hadn’t been as engaged, setting the stage for future advocacy.
Another campaign she ran successfully involved Gartner Peer Insights. Customers were asked to leave feedback on an objective platform, and from there, those comments were used as references.
This approach encouraged honest, unbiased feedback, which is critical because objectivity is essential when gathering references.
Ensuring objectivity in customer references
When you're collecting references, it's important to maintain a sense of objectivity.
Offering rewards like a gift card in exchange for a reference can cast doubt on the authenticity of the feedback, both from the customer’s perspective and from the point of view of third parties reading the reference.
You want the reference to reflect genuine customer experiences, so it's better to create opportunities for feedback that feel natural and unbiased.
There are many ways to gather these objective references. For example, running social media campaigns that ask customers to share their favorite product feature or experience can generate valuable feedback.
At events, you could even use simple methods like asking attendees to fill in cards or post their comments in a box. I’ve seen Slido campaigns work well too, where attendees can submit their thoughts digitally.
The key is to create an environment where customers feel comfortable sharing their experiences without any pressure or incentive that could undermine the credibility of the feedback.
Eve Chatfield
Permissions and credibility
When running reference campaigns, always ensure you have explicit permission from customers to use their names, job titles, and organizations.
You don’t want to end up in a situation where you have to pull references because you didn’t get proper sign-off. Additionally, when creating references, it’s important to include enough detail to make them credible.
For instance, just listing a customer’s name and job title—without any information about their company or industry—doesn’t provide enough context for potential readers to see the value in the reference.
It’s all about ensuring the reference is meaningful for the reader. They need to see a connection between their own challenges and the solutions provided by your product.
Think about whether the reference helps them move to new technology, grow in their market, or better understand your product’s capabilities.
Organizing references for maximum impact
One of the strategies I find most effective is organizing references into categories that align with different sectors, use cases, and company sizes.
For example, I break down references into categories like healthcare, data privacy, SMEs, and enterprise solutions. This way, when different teams—whether it's sales, marketing, or renewals—need references, I can quickly provide them with the most relevant examples.
This kind of organization makes it easier to use references effectively across different campaigns and customer interactions.
In the end, collecting and managing references is about making sure they serve a purpose. They should help potential and existing customers see the value in your product, relate to similar use cases, and feel confident in their decision to invest further in your brand.
Jeff Hardison
Common pitfalls in collecting customer references
There are several common pitfalls that companies often fall into when collecting customer references, and it’s important to be aware of them to avoid undermining the value of the reference.
One of the biggest mistakes I've seen is when a company writes a reference for the customer and asks them to sign off on it. Please don’t do that. It may seem like an easy shortcut, but it’s very obvious when a reference is not authentic, and it reflects poorly on both your brand and the customer.
It’s crucial that references come directly from the customer, in their own words.
Another issue is that even your most engaged customers will have questions about what you're asking for. They’ll want to know how long the reference needs to be, how it will be used, and who will see it.
Depending on where the reference will be featured, your customer may need to get approval from different levels within their company, which can slow down the process. Being clear about the intended use of the reference from the start is essential.
Also, once a reference goes live, make sure to inform the customer, ensuring they feel represented well and that their words haven’t been altered or misrepresented.
It’s also important to manage expectations around the content of the references. Some customers may send you a single sentence, while others might provide a detailed essay. It’s tempting to cut references down for brevity, but be cautious.
If you’re going to trim content, ask yourself whether you’re cutting out meaningful feedback. Sometimes companies avoid including neutral or slightly negative feedback, but there’s nothing wrong with a balanced reference.
In fact, including constructive criticism can make the reference more credible. A reference that says, "This product is great, but it’s not ideal for SMEs," could be extremely valuable for prospective SME customers who are seeking that honest insight.
Managing permissions and traceability
Another pitfall is failing to properly manage permissions and traceability. It’s essential to get explicit permission from the customer to use their name, job title, and company, especially if you’re going to feature the reference on public platforms like your website.
Always keep a record of these permissions. I’ve worked with companies that have lost track of their references—no one knew where they came from, whether they had proper permissions, or even if they were still relevant.
This can become a legal and reputational issue if, for example, a company later asks you to remove their reference and you can’t locate all the places where it has been used.
When you collect a reference, make sure the customer’s approval is in writing, preferably via email. A verbal agreement over the phone isn’t sufficient. You also need to keep in mind that companies and roles change—people move on, and you may need to update or remove references over time.
Always ensure you have a clear trail of where each reference is used. If you lose track, you might face challenges later when customers request updates or retractions.
Nathalie Bar
Ensuring relevance and usability
Another thing to think about is how you manage the references within your company. For example, while a written quote might be enough for your website, some potential customers might want to speak directly with a reference.
In enterprise-level sales, it’s common for customers to request conversations with existing clients to get a firsthand account of their experiences with your product. You need to know who within your customer base is available for such calls, and ensure they’re prepared to speak as a reference.
If a customer isn’t willing to engage in a reference call, you should know that in advance. Some customers may be happy to provide a written case study but don’t have the time or inclination to talk directly to other customers.
Being clear about how far a customer is willing to go with their reference—whether it’s a simple quote or a full testimonial conversation—is important for maintaining trust and managing expectations.
Reflecting on brand reputation
Collecting references is not just about showing your product in a good light—it’s also a reflection of your company’s brand and values.
How you handle the process says a lot about your professionalism and respect for the customer’s time and input.
When you manage references properly, with clear communication, permission, and traceability, you reinforce your company’s credibility and build stronger relationships with both existing and potential customers.
Using customer references beyond external marketing
While customer references are traditionally seen as tools to promote products in external campaigns—showcasing how your product has helped others—there are so many other ways to utilize them, both internally and externally.
In fact, references can have a profound impact within your own company, educating teams, shaping strategy, and reinforcing customer-centric values.
One powerful way to use references internally is in sales enablement. By sharing references, you help your sales team understand how customers talk about your product and the specific benefits they experience. This can be particularly useful when entering a new market segment.
For example, when I worked in healthcare, I organized a voice-of-the-customer session with our sales, marketing, and product teams. We brought in live references from medical professionals and patients, and it helped everyone truly understand the customer’s needs.
These kinds of sessions can really bring the customer to life and help align teams on how best to approach new markets or products.
Another impactful use of references is for internal education and training. You can run workshops or presentations where you share real customer stories, either through live sessions or video presentations. This helps teams understand the real-world applications of your products.
For instance, I attended a session recently where a company used a customer reference about accessibility in tech. They simulated what it’s like for someone who is hard of hearing by starting the session with no sound. It was a powerful way to make the message hit home, directly linked to how their product could address that challenge.
Internally, you can also leverage references to build advocacy programs. If you’re presenting to a product team or trying to influence brand strategy, bringing in customer feedback—both positive and constructive—can be key. It gives the feedback more weight when it’s coming from the voice of the customer.
Eve Chatfield
Driving internal alignment and customer-centric culture
References can also help push your company to become more customer-centric.
It shifts the focus onto what really matters: the customer’s perspective. This approach can transform a business, making it more responsive to customer needs and more willing to innovate based on real feedback.
I always integrate customer references into presentations, whether I'm addressing internal teams or pitching for more marketing budget. If customer feedback suggests we need to change our strategy for the next quarter, we use those references to support that pivot.
In fact, a colleague successfully did this by using customer feedback to shift the marketing focus for an entire quarter, demonstrating the power of references in driving agile and intelligent marketing decisions.
Keeping references fresh and relevant
A major pitfall I often see is when companies let their references go stale. I can’t stress enough how important it is to keep references fresh and relevant.
Seeing the same quotes on a website for two years sends the wrong message—it makes your company look like it’s out of touch with its customers. Regularly updating references ensures that they reflect the most current experiences and challenges your customers are facing.
Another aspect to consider is the format in which you present references. Written testimonials are great, but mixing in video testimonials, case studies, and even roundtable discussions can bring more depth and variety to how you use customer voices.
Additionally, you need to ensure your references are adaptable to different campaigns, whether it’s for cross-selling, upselling, or targeting a new market.
The cyclical nature of customer references
Customer references are not a one-time effort; they are part of a continuous cycle. You should always be collecting, refreshing, and updating them. This not only keeps your marketing content dynamic but also helps you stay attuned to subtle shifts in customer sentiment.
I see this process as part of the daily routine. By integrating it into your workflow, you avoid the overwhelming task of trying to refresh everything all at once. This approach also ensures that you maintain a strong connection with your customer base, keeping your ear to the ground and noticing any changes in their needs or expectations.
Ultimately, using references in this cyclical way ensures that your company is always aligned with the customer, both externally and internally, which is the key to long-term success.
Ari Hoffman
A favorite customer reference success story
One of my all-time favorite stories about using customer references comes from a few years ago, when I was working on a major competitor displacement project.
The product we were dealing with was around 16 years old, and we were up against a tough competitor in the enterprise space. This was a serious piece of work, and I was collaborating with my brilliant colleague, Anna—she was a key player in this effort, and we worked together incredibly well.
As we began gathering customer references, we realized that our usual mix of video and quotes wasn't strong enough for this particular challenge. We were trying to move fast in the enterprise space, which is notoriously difficult.
So, we decided to try something new: Lunch and Learn sessions.
In these sessions, we brought our customer references together with key potential clients, allowing them to ask questions and have real conversations about the product. Importantly, we didn’t allow anyone from our business, including the sales team, to join in.
The sales team wasn’t thrilled about that—they were quite nervous—but we wanted these conversations to be completely open and honest.
These sessions included both pre-purchase and post-purchase customers, and we let the references lead the discussion. We didn’t prep them with talking points or direct them in any way. We told them to talk about the product as honestly as possible, even if that meant mentioning negative aspects.
We wanted to foster trust and transparency.
The results were incredible. In one session, we had seven potential customers around the table, and four of them converted within three weeks. These were major enterprise clients, and during the Lunch and Learn, the references didn’t just sing our praises—they discussed everything, from the good to the bad, and even the ugly.
They shared their experiences of implementing the product, comparing it to competitors, and outlining both their concerns and successes.
This approach was so successful that we ran these Lunch and Learn sessions for six months, across different product areas, customer sizes, and industries.
We made sure the references matched the audience, so if the group was from financial services, the reference would be from the same sector. And all it cost us was an hour and a half of our time and lunch from Uber Eats.
The impact was phenomenal. These sessions generated six-figure deals, and the customers who converted often cited the Lunch and Learn as the reason they made their decision. It truly highlighted the value of customer references when used in the right way, with the right people, and in the right format.
If you’ve never tried this method, I highly recommend it. All it takes is some good coffee, a croissant, and the voice of a satisfied customer. The real magic happens when potential clients hear from someone like themselves, talking candidly about their experience.
Some of the references we used weren’t even long-term advocates—they were just customers we had identified through our referencing program, but their authenticity made all the difference.
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