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Run: Customer Reference Program SOP

Customer Reference Program SOP for recruiting, training, assigning, and rotating customer advocates for case studies, testimonials, and sales support. Use it...

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Steps

The reference program owner defines the qualification criteria for eligible customers, including product fit, relationship health, willingness to speak publicly, industry relevance, and reference type eligibility for case studies, testimonials, or live sales calls.
The customer success or account owner reviews the CRM and customer health data to identify candidate customers who meet the program criteria and have a recent positive outcome, measurable value, or strong advocacy potential.
The reference program owner verifies that each candidate has documented consent for the intended use, including any required approvals for logo use, quotes, recordings, public case studies, or sales calls. The owner confirms any disclosure, confidentiality, or legal restrictions before outreach.
The assigned owner contacts the customer using the approved outreach template, explains the expected time commitment, reference types, and benefits, and requests participation in the program.
The reference program owner records the reference profile in the tracking system, including contact details, company name, title, industry, product used, approved reference types, preferred topics, time zone, and availability constraints.
The owner briefs the customer on the reference process, expected talking points, approved messaging boundaries, escalation contacts, response time expectations, and how to decline a request when unavailable or outside scope.
The reference program owner matches incoming requests to the most appropriate reference based on industry, use case, geography, product fit, and recent usage history, then sends the request to the customer for confirmation.
The owner tracks each reference interaction, including request date, response status, completed activity, customer feedback, and any issues raised during or after the engagement.
The reference program owner reviews usage frequency and determines whether the same customer has been used too often for a similar request type or audience.
The reference program owner confirms the reference remains eligible, available, and within the program's usage tolerance, then approves the request for execution.
The owner escalates any non-conformance such as consent withdrawal, negative sentiment, missed commitments, or repeated overuse to the program sponsor, customer success leader, or legal reviewer as required by policy.
The reference program owner updates the final status, archives supporting records, and retains documented information according to the organization's retention requirements and ISO 9001-style control of documented information.

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