Complimentary Research

Customer Perspectives Study – 2004

"What do reference customers want?" The answer may surprise you.

As the only consulting firm with an expertise on customer reference programs, we are often asked by clients who are finding it increasingly difficult to identify, attract and retain great reference customers, "What do reference customers want?"

The answers to this question and others about what motivates customers to act as a reference are critical. From our research and consulting engagements we know that there are three challenges in particular at the forefront of reference planning and value discussions:

how to attract and retain leveragable reference customers
how to leverage those customers while increasing satisfaction and loyalty
how to build and demonstrate evidence of program impact

The Customer Perspectives Study – 2004 is a new study by The Phelon Group that addresses these challenges head-on. We went directly to reference customers to probe them about the key influencers that motivate them to serve as a reference. The 37-page Study reports their answers along with an objective perspective and key recommendations by Phelon Group partners.

Download your complimentary copy of the complete study now, or see the study overview (.pdf).