Customer Reference Calls: The Essential Guide

Customer reference calls are an invaluable tool for understanding a CPQ vendor’s product, implementation, and support capabilities. By speaking directly with existing customers, you can gain insights that will help you make an informed decision. However, to maximize the value of these calls, it’s essential to approach them strategically.

When to Request Reference Calls

  • Narrow Down Your List: Only request reference calls from vendors you’re seriously considering. Having two or three finalists will help ensure your time is well-spent.
  • Consider Customer Base: Firms with a larger customer base may be more likely to provide references. However, the number of customers doesn’t necessarily correlate with the quality of the CPQ solution.

Expectations

  • Positive Feedback: Reference customers are typically selected based on their satisfaction with the vendor. Expect positive feedback, but also probe for areas of improvement.
  • Scheduling Time: Be prepared for a waiting period of 2-4 weeks to have a customer reference call. Certain times of year, such as when analyst firms like Gartner or Forrester are conducting their research, may experience longer wait times.

Practical Considerations

  • Call Format: Decide whether the call should include the CPQ vendor or be a direct conversation with the reference customer. Direct calls obviously allow for more candid feedback and are recommended.
  • Call Duration: Aim for 30-minute calls, with a maximum of 45 minutes.
  • Advance Planning: Schedule calls well in advance to ensure availability.
  • Team Size: Limit your team to two participants to avoid overwhelming the reference customer.
  • Reference Customer Role: Understand the reference customer’s role within the organization to ensure you get the most relevant insights.
  • Recording: Obtain permission from the reference customer at the beginning of the call to record the conversation. Explain that you want to record the call so that other experts in your firm can listen to it and gain valuable insights.
  • Question Preparation: Develop a list of 20-25 open-ended questions that address your specific areas of interest. Include questions from all affected teams and avoid yes/no questions.
  • Respect Time: Be mindful of the reference customer’s time and avoid going over the allotted time.
  • Post-Call Debrief: Have each interviewer write a summary of their key takeaways. Compare notes across multiple reference calls to identify common themes and unanswered questions.

Key Areas to Focus on

  • General Questions: Ask open-ended questions about the overall experience with the CPQ solution.
  • Specific Capabilities: Inquire about specific features and how they’ve impacted the customer’s business.
  • Implementation and Support: Ask about the implementation process, ongoing support, and the vendor’s responsiveness.

By following these guidelines, you can effectively leverage customer reference calls to make an informed decision about your CPQ investment.