Last month, I had the opportunity to sit down and chat with a number of our customers at a customer appreciation dinner about how they use customer reference technology in their daily customer reference program management. They shared some great examples with me and talked about some of their favorite features of the technology that make their lives (and that of the staff in their offices) so much easier. A common theme that kept coming up was the increased success of reference programs that were integrated with CRM systems like Salesforce.com.

One reason our customers applaud this CRM integration feature is because it helps the sales team use ReferenceView in-stride with the way they do business on a daily basis. Since sales can search and access customer references directly from the Opportunities and Contacts tabs in Salesforce.com, they don’t have to leave the CRM to request or use a customer reference. Customers said this feature also has helped increase adoption of the customer reference program among the sales team, and provided a better ROI for using reference management technology…useful for garnering executive support.

These customer reference managers also told me the Salesforce.com integration has greatly streamlined the request fulfillment process for them, because sales reps provide all information up front through the Salesforce.com interface. So, there’s less back-and-forth required between them and the sales reps, and requests can get filled faster.

I had a great time chatting with my customers and thank them for sharing their feedback with me. It’s always great to hear that we’ve helped them solve major pain points with our technology solutions.

I often speak to companies with customer reference programs that think they can use Salesforce.com as their sole customer reference management technology. As an AppExchange partner, I understand that Salesforce.com has some great capabilities, but the truth is Salesforce.com is (and will always be) a customer relationship management platform – not a customer reference system. Download our article, “Why Your CRM Isn’t a Fit for Customer Reference Management” to learn why using Salesforce.com alone is not a sufficient solution when it comes to customer reference management.

Jim Mooney
Jim Mooney is the Founder & CEO of RO Innovation. His passion for helping salespeople excel in all aspects of B2B selling, especially where customer references are involved, was the reason he started the company. His desire for helping others succeed flows through in the expert thought leadership he provides the industry, his customers and his employees.
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