"Tell Me a Story"Update top top the 2013 Summit on client Engagement (early registration is quiet open)
60 minute is the longest running prime time display in tv history. On the surface, it appears hopelessly outdated, beginning with that ticking protect against watch and its preponderance that old white men (though it is finally showcasing younger reporters).

You are watching: Reference point press


What defines its longevity, and the huge audiences it proceeds to attract (including younger demographics)? i mean, it"s a news show. ~ above Sunday evening. Who desires to clock that?
Its secret goes ago to its legendary producer Don Hewitt, who emphasized one thing as soon as reporters pitched one idea come him: "tell me a story." His deep knowledge and also expertise in story telling, honed over 37 years, was the key to attracting audiences, and still is.
And that"s the crucial to the main role customer reference programs can and also should play in this brand-new world that marketing. Buyers desire to hear from your peers--your customers. And also what they want to hear most of all is their stories. More than anyone rather in her company, reference managers are the ones who know how to tell client stories.
But space you telling your customers" stories and Don Hewitt did? adhering to are part tips to aid you execute so.
Don"t simply talk about the impact of her solution and the business it achieved. Talk around the specific customer(s)--the person(s)--involved and also their stories. Your challenges, their frustrations, their fears, your stakes in the outcome. Display the journey they went though. When Anderson Cooper interviewed the singer Adele on 60 Minutes, they didn"t just talk about her music, lock talked around her life and how that impacted--and was impacted by--her music.
*

*

"I desire to personally say thanks to you because that the occupational you do. "Marketing is Dead" haa profoundly affected how ours marketing management views the job-related I do."
*


When interviewing customer references, incorporate questions prefer these: "How did you feel about the situation?" "That appears ______ (frightening, frustrating, scary, exhilarating, personally challenging, etc). Was it?" What did that average for her career? for you personally?" once you acquire to the part about their success, it"s fine come talk about the ROI, or the costs cut, or the leads generated. But much far better is as soon as the client says, "I can sleep much better at night" Or, "This equipment freed increase 3 hrs a week because that me--I"ve started going to mine kid"s soccer games again."
Surprise
Too many situation studies and success story follow predictable (and for this reason uninteresting) story lines.Find the end what was unusual and unexpected in the story and also use these aspects for your story progression. Rather of describing how the customer commissioned some research that uncovered the problem and also led them to implement the result (boring) focus on where points went in completely unexpected ways (trust me, there are always unexpected things).
Connect the Dots
Marketing content human being often assume the the audience will automatically see just how the customer"s endure is applicable to your situation. Guess what? castle don"t. It is in sure and also connect the dots.If it"s a video, together the client says exactly how your solution operated for him, climate immediately connect this to the audience. "This approach would occupational for any kind of firm that has actually x, w, z characteristics." Or, "Imagine if your firm can reduce data prices by 15%?"
Include poor Guys

OK, I"m no talking around demonizing anyone, certainly not by name. Yet every an excellent story needs conflict and also struggle, and also no dispute is an ext interesting than those between people. In the fabulous movie, The finest Exotic Marigold Hotel, the "bad guy" to be the mom of the young hero of the movie. She didn"t recognize the distinctive (if quirky) talent of her own son. That didn"t average he hated her or she was despicable--just misguided. I"ll gambling a buck that in any customer success story worth its salt, misguided civilization at some suggest stood between her and also success. Find out around them. Define them in means that readers will certainly relate to. ("Oh, we"ve got civilization like the in our firm.")
But Wait. Isn"t service Too Boring?
It could seem that organization is yes, really not fertile ground for an excellent stories. Simply remember, Hollywood thinks it is. Consider, The Office (comedy). Wall surface Street (ambition). Jerry Maguire (passion).It"s a wonderful Life (banking for heavens sake!)
Would an Eight Grader Care?
A great test to see if you"re really informing a story is to ask if an eight grader, who knows nothing around the enterprise or modern technologies involved, would discover the story interesting.
If You follow One piece of Advise, This is It.
Show. Don"t tell. Countless customer videos this days are primarily talking heads, which don"t come near to capturing the potential that video. Use video clip to show how customers feel. The future of video clip will be in finding ever before more creative ways to present what customers did come be effective (using her products and also services). For a glimpse into the future that video, check out this TED talk by founder kris Anderson (still really prescient, despite it"s now much more than 2 years old).
It"s an interesting time to it is in in customer recommendation management. Maybe most exciting of every is that you"re positioned to come to be your firm"s story teller to the world. I hope these tips help.
All the best,
Bill
Bill Lee, president
Customer referral Forum
Author of
The surprise Wealth the Customers(June 2012, Harvard organization Review Press)
Subscribe
Blog
Twitter(follow me)
LinkedIn(connect v me)
LinkedIn Community(connect with various other reference professionals)
ABOUT THE 2013 SUMMIT ON customer ENGAGEMENT
March 5-6
Redwood City, CA USA
Now in our 9th year that presenting the world"s leading conference on customer references and advocacy, we"ll carry you every the services from those year of experience and a global community of part 2,500 members.
Early it is registered is tho open
To take benefit of the $200 early on registration discount, please click here. Please call me straight for extr discounts if you"re sending 3 or much more people.

Our Theme: customer References and also the brand-new Marketing

Customer advocacy is increasingly seen together the future of marketing--IF reference and also advocacy supervisors adapt come the brand-new world the marketing. We"ll store you ahead of the curve--as follows:

Keynotes by C-suite Executives


Customer reference supervisors who emphasis only on reference tools and processes are gaining left behind by today"s rapidly transforming world. You also need tools and also insights to build thestrategicimportance of your program.
So, this year wehave no one however threesenior executive keynoters:
Chuck Ball, that runs AmerisourceBergen"s multi-billion dollar health services company (co-presenting through author and also thought leader Sean Geehan) on The power of client Engagement and also Advocacy--Up come the C-Suite;Katharyn White, that runs marketing because that IBM"s very respected an international Services Business; on from Chasing recommendations to harvest Advocates, andLIsa Arthur, CMO that Aprimo, top top Winning the Marketing Revolution(customer reference programs can and also should play a key role).

All room passionate about the value of client references and advocates. As soon as it pertains to building an elderly management support for her program, you"ll learn exactly how to speak the language the the C-suite.

Learn more.

Breakouts


Customer reference and also advocacy space the most innovative area in marketing best now. Find out why, and how to store pace, from leading reference and advocacy practitioners ~ above topics together as:
Creating Apple-Like customer References and Advocates (KACE)Getting Marquee Brand client To reference (panel)How Customer referrals + areas Create super load Advocacy (Jive Software)Aligning Customer references with this firm Strategy (Infor)Measuring-and Increasing-the complete Value of customer Advocacy programs (SMART Technologies)Meeting the Reference-and Advocacy-Demands of a rapid Growth company (Box, previously Box. Net)Getting Serious around Reference regimen Automation (Marketo)

Learn more.

Deep Dive Workshops


We"ll have actually 4 deep-dive implementation workshops on topics together as

Arming her Sales Force: right Content, right Time; as well asReference Database Management: Applying modern technology to a Relationship-Driven Programs,and more from top professionals in these fields sharing your years of suffer with a broad selection of client reference and also advocacy programs.

And more ...

Attendees at the Summit will have full access to every 11 webinars of our Master Class collection on referral Customer Programs (see below for an ext information top top these). That"s 19 full presentations (Breakouts and Master class webinars) on recommendation programs that will store you fully up to day on ideal practices and also latest fads in this field.

Plus we"ll re-superstructure the latest research findings appropriate to client references and also advocacy indigenous IBM"s famed worldwide Services Research group, PLUS 2 research jobs that Customer referral Forum is conducting, in partnership through the CMO Council and SiriusDecisions.

And that"s just what you"ll discover at the Summit... We"re likewise conducting the brand-new ...

See more: Which Of The Following Is Not True Of Testosterone? Access To This Page Has Been Denied

Master Class collection on Customer referral Programs (free because that Summit participants)

In addition, we"veadded a monthly teleconference series, the understand Class series on Customer reference Programs, to provide you through more an essential concepts and also tools for running a reference program in today"s world.