Resources      

Providing Increased Customer Value

Challenge:
CA wanted to evolve the Customer Reference Program and provide a better value proposition to their customers and improve the Reference Program investment. CA, like typical IT solution providers, has to balance the increasing demand for more references in the midst of reference overuse and a dwindling pool of reference candidates.

Industry standard program issues which were addressed:

• Sales cycles too long, increasing the cost of sales
• 80% of prospects require reference from client base
• Risk perception is high without high-quality references

• Primary and secondary market research
• Customer Reference Program strategy
• Competitive analysis

 Results:
CPG presented formal Customer Reference Program recommendations to CA’s Mid Atlantic Area Marketing team and executives.  The recommendations included:

• Strategy and tactics
• Program success measurements
• Program Value Propositions
• Incentives
• Sponsorship
• Implementation and communication Plan

CA is realizing the following results:

• Deliver what customers want
• Better return on marketing’s investment
• Shorten the sales cycle
• Alignment and partnership with sales
• Competitive advantage
• Better customer relationships
• Better communications with sales and customers