Customer reference approval

When this process is used

When marketing materials require customer name or logo usage. When case studies or success stories are developed. When sales teams need reference customers for prospect conversations. When PR activities involve customer mentions. Ideal for B2B companies, technology vendors, and professional services firms.

Roles involved

Account managers identify reference candidates. Customer marketing coordinates reference requests. Customers authorize specific uses. Legal reviews reference agreements when required. Marketing teams utilize approved references in materials.

Outcomes to expect

Compliant reference usage with clear customer authorization for each use case Efficient reference cultivation through structured request and tracking Protected customer relationships by respecting authorization boundaries Accessible reference inventory enabling sales and marketing to find approved references

Step by step process

Your version of this process may vary based on roles, systems, data, and approval paths. Moxo's flow builder can be configured with AI agents, conditional branching, dynamic data references, and sophisticated logic to match how your organization runs this workflow. The steps below illustrate one example.

Reference candidate identification

The process begins when a customer is identified as a potential reference, typically based on satisfaction, success metrics, or relationship strength. Account managers or customer success assess willingness and appropriateness before formal request.

Reference request

A formal request is submitted to the customer specifying the intended uses, such as logo on website, case study, sales call participation, or testimonial quote. Clear boundaries and opt-out options are communicated.

Customer authorization

The customer reviews the request and authorizes specific uses. They may approve all requested uses, approve with limitations, or decline. Authorization is captured formally with clear scope documentation.

Reference management

Approved references are cataloged with authorization scope, expiration if applicable, and any restrictions. Marketing and sales teams can search available references for their needs. Usage is tracked against authorization.

Renewal and maintenance

Reference authorizations are periodically reviewed for currency. Customers are contacted to renew or update authorizations. Changes in customer relationship or satisfaction trigger authorization review.

Inputs + systems

This process relies on customer relationship data, satisfaction scores, authorization requests, and reference inventory. Triggers include marketing campaign needs, sales requests, or proactive relationship assessment. Integration with CRM platforms, marketing asset management, and customer success tools supports reference lifecycle management.

Key decision points

Key decision points include determining which customers to approach for references, what specific uses to request authorization for, and whether to proceed with reference use when authorization scope is ambiguous.

Common failure points

References used beyond authorized scope damaging customer trust. Authorization status unknown leading to inappropriate use. Reference inventory outdated with expired authorizations. High-value reference requests mishandled due to lack of coordination.

How Moxo supports this workflow

Orchestrates reference requests from identification through authorization with customer-friendly experience

AI agents track authorization status and flag expiring or at-risk references

Maintains reference inventory with searchable authorization scopes

Coordinates renewal and authorization maintenance over time