Official blog of Customer Reference Forum®. Learn from our community of reference pracitioners

ARE YOU EDUCATING THE BUYER?

Posted by Bill Lee on February 11, 2014 at 03:49 PM
If you want to reach and influence buyers today, you have to educate them. They can increasingly avoid traditional marketing and sales approaches that pitch, spin, manipulate, or try to control the conversation. Marketing and sales need to respond to...

The OTHER 90%

Posted by Bill Lee on January 15, 2014 at 03:25 PM
from the January issue of Reference Point. As you kick off 2014, spend a few minutes thinking about this: there is much more value to be harvested from customer references and advocates. Indeed, they represent the most dynamic area in...

TOP TRENDS AND OPPORTUNITIES IN 2014

Posted by Bill Lee on December 11, 2013 at 10:08 AM
From the December 2013 issue of Reference Point. I hope you're set to enjoy the holiday season (if you're stressed out, here's a quick tip--take the 2 things you're most stressed about and resolve to stop worrying about them. How?...

Reference Point I How To Create A Killer Rock Star Value Proposition

Posted by Bill Lee on October 16, 2013 at 04:46 PM
HOW TO CREATE AN IRRESISTIBLE ROCK STAR VALUE PROPOSITION How do you move customer references and advocates to the level of "Rock Stars" -- those rare advocates who can have a major impact on your business? The short answer is:...

How Apple Stores Can Keep From Turning Sour

Posted by Bill Lee on August 13, 2013 at 09:28 PM
From Bill’s post on Harvard Business Review Blog Network What follows is a customer experience cautionary tale, illustrating the kind of lapse that can happen even at a company with a global reputation for being customer-centric. I suppose if it...

Anthony Weiner Withdrawal Speech

Posted by Bill Lee on July 28, 2013 at 06:46 PM
Since the Anthony Weiner campaign for mayor of New York is tied up at the moment with massive damage control and no campaign manager, I thought I'd help out with a little speech writing. Hey, I did some writing for...

The Right Way to Hire Your Customers

Posted by Bill Lee on July 24, 2013 at 09:45 AM
Suppose I told you that you have access to a resource that is more empathetic, more interesting, and more persuasive to potential buyers of your products and services than even your best sales or marketing people. A resource that can...

Winning the Elusive Marquee-Brand Customer Advocate

Posted by Bill Lee on July 9, 2013 at 03:01 PM
published on the HBR Blog Network: http://bit.ly/12WgF5h The marketing head of an ambitious technology firm recently shared with me a vexing problem: Apple was one of their customers. But the executive and her team could essentially tell no one. The...

How to Create True Customer Advocates

Posted by Bill Lee on June 6, 2013 at 12:27 PM
from my post on the HBR Blog Network Who sells your products or services? This may seem like a silly question, the answer being of course, the sales & marketing team. But increasingly, the most important person selling what you're...

Is Marketing Dead? My Keynote at the IAA Summit In NYC

Posted by Bill Lee on April 30, 2013 at 01:40 PM
I had a blast keynoting at the 2013 International Advertising Association's Global Summit in NYC last week. The IAA invited me to kick things off based on my Marketing is Dead piece on HBR from last August (we called it...