Crocs and the Power of Their Gen-Z Advocates!

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crocs5-660x410

An interesting post on the Glossy blog tells the story of how Crocs has leveraged user generated content from their Gen-Z fans. They have zoomed up the list of teens’ favorite brands, from 27th in 2018 to 13th last year. With well defined user segments, Crocs knew they had a young set of fans, and they were becoming an increasingly important consumer segment. Crocs wanted to increase their digital activity and relevancy and looked to user generated content from this younger segment. If you’ve thought of Crocs as footwear for gardeners, they are now seen everywhere from London Fashion Week, the pages of Vogue, to the feet of Dame Helen Mirren. Customer advocates are partially responsible for Crocs huge increase in popularity. A story worth a read, really highlights the power of customers telling a brand’s story.

Referential's Andreas Silva: Takeaways from the Summit on Customer Engagement 2019

Andreas @ SCE 2019

Last Friday wrapped up another year of Referential’s sponsorship for the Summit on Customer Engagement. Once again, it was great to see familiar faces and meet new ones. Every year serves as a great reminder that we are not alone in the Advocacy world!There were plenty of great speakers, which gave me a lot to think about and how I can continue to elevate the Customer Advocacy Programs I support for my clients. Here are a few takeaways that I plan to implement.

1. The Power of Positivity

We see all the time on our LinkedIn feeds different articles and blogs about the Power of Positivity and how it can transform one’s way of thinking and how to go about each day. While the intention is good, it’s really hard to remain positive around everything all of the time. It takes a lot of discipline and commitment to be mindful of your demeanor.However, one trick that we learned from the keynote speaker, Mark Levy, was to begin each meeting (weekly, bi-weekly, monthly, etc.) with your team going around to each team member and having them share their proudest moment since the last team meeting.Mark had the entire audience go through this exercise with a partner. It was shocking that it was hard at first to come up with 3 different moments that I was most proud of. It’s normal that we tend to dwell on the negatives and overlook where we may have excelled and made an impact.As a result, there was this tangible feeling of excitement in the room. Everyone got a moment to reflect and remember that the work that they do IS very meaningful. Advocacy Professionals can use this same exercise with their team and with their advocates to fuel a consistent, positive vibe.

2. Find new ways to track ROI

For most programs the monthly metrics are traditionally tracking things like:

  • Number of reference requests handled

  • How many pieces of new content were generated

  • Number of new customers recruited as advocates

However, these metrics are very advocacy focused and not specifically speaking to the key performance indicators of the Sales, Marketing, and Executive teams, so they don’t see the correlation to how that affects them and they tune out.Advocacy Managers need to think about making minor adjustments to the metrics they are tracking to better show the effectiveness of the program. For example, they can look to track:

  • How many unique clicks a new case study received in a given month, quarter, or year. From there the Advocacy Manager can look to track how many new leads were generated, which shows impact for Marketing.

  • # new leads generated from an event where a customer advocate provided a presentation to an audience. Tracking these leads from beginning to end can then show the revenue that was brought in – impacting the bottom line – from the efforts of the Advocacy Program.

  • # Sales Opportunities where a case study or video or some sort of customer evidence was shared. If the prospect found that content relevant and interesting, the program can attribute some of that revenue to the customer evidence provided. Advocacy Managers can then take a step back to see what types of content are most impactful and what types of stories they are telling. They can even evaluate if the deals that received customer advocate support closed faster than those that didn’t.

3. It’s time to re-think Customer Content

In the past, customer stories have always showcased really happy, positive customers who would be completely lost without “X” vendor. While the story is upbeat and bubbly, and the customer is talking about how great it is to work with the vendor, it’s just not fully believable. As humans, we know that we can design the “perfect plan” only for something to not go quite right. It’s time that customer stories reveal the truth: “Even in tough times, working with “X”, the support team worked hard to make things right quickly.” It makes the stories more authentic and genuine.Traditionally, customer content features someone like “Mark, Vice President of Technology” or “John, Chief Information Officer”. However, the readers and viewers don’t know who Mark or John are and why should they be listening to what they have to say. There needs to be more emphasis on the customer’s backstory, meaning the readers and viewers should get to know the individual on a more personal level. How did they get into the industry? How were they able to get to where they are today? Knowing that sort of information not only establishes credibility but it also helps the readers and viewers connect with that individual on a deeper level. They may share similar backgrounds and are able to relate to what they are currently going through; enhancing the human-to-human connection. Most professionals have LinkedIn and can do their research on who that individual works for. Instead of the traditional “Company ABC can sleep at night because of Vendor X”, why not try “Meet John, and learn how he transformed his organization’s IT processes.”Not only do programs need to consider how to get more creative around their customer content but they also need to think about different ways to encourage customers to create self-generated content. An example of this would be when a customer advocate makes an impromptu Tweet mentioning their success with Vendor “X” demonstrating how much they truly believe in the power of the vendor’s products and services. They are advocating as an individual and not on behalf of their company, which will attract the attention of their network of peers. Encouraging advocates to post to Facebook, Twitter, LinkedIn and Instagram can really bring out a vendor’s biggest fans. The detractors are equally as important as they are taking the steps to make their voice heard. Taking the time to make things right for those detractors can ultimately turn them into advocates.Many Advocacy Professionals have wonderful, creative ideas to elevate their programs, it’s a shame to not be able to sit in on every single session at the Summit because there’s always more to learn. I hope you find the three main points listed here are at least a great way to get the conversation started on new, effective ideas to elevate your program!

One Interview, Many Customer Assets

This ZoomInfo blog post is full of tips to get the most from your webinar content. The tips apply to your customer advocacy video content as well. Do you create the video, publish the video, and then sit back?  That content can do so much more in terms of raising awareness for your advocate and your program. The article is short and worth a quick read, you are likely to come away with several ideas you can put in to use immediately. Some of the ideas include:

·      Create a blog post with highlights of the content, include a link for those that want to learn more

·      Create an infographic of the content.  If the content lends itself to that format know that an infographic is read 30X more than a text article!  See this Hubspot blog post for more information about infographics

·      Create short clips for social media use

We do the above for our video clients. In addition, we use the content of the video interview to create a case study or success story.  That longer format allows us to tell a more complete customer story.  The quotes from that document are then pulled to be used as independent assets in marketing campaigns, on the web, even all over the walls at customer events.

A single interview should result in many deliverables, of different formats, with different uses. It’s a great way to get huge value from a single interview and have your customers really shine.

Any additional ways you use customer video content? Please share.

How Much Data is Enough Before a Decision?

This article from Harvard Business review by Ed O’Brien shows we use less data than we think to make decisions. Somewhat surprising in this age of easy access to information. People think they assess all available information before making a decision, but experiments show that isn’t the case. We make our minds up quickly, before we have a chance to work through all the data.

In a series of experiments, published  here, O’Brien and his co-author Nadav Klein tested the hypothesis that people overestimate how much information they will assess before making up their minds.

This was confirmed in several experiments. Two examples:

  • How many paintings do you need to see before determining if you like the style? Prediction 16 or 17 paintings, reality: 3 or 4 paintings.
  • How many essays will a hiring manager read? Participants wrote on average 4 essays, hiring managers read on average 2.

How do you make sure you look at ‘enough’ information and not decide too quickly? The article gives a range of advice. One tip is for experiences that don’t change much over time deciding quickly is appropriate, but don’t judge an employee’s performance too soon. And keep the perspective of others in mind. Will they really focus on your full multipage resume or should you put more effort into optimizing less content?

Very interesting read. Do you consider enough information before making decisions?

 

Move to Video! Thoughts from Referential's Alexander Feber

IMG_20171010_120507More than ever before, people are relying on reviews and opinions to help them make decisions, whether it be in their personal life or in a business situation. So why not take your success stories to the next level. Anyone can read a case study, but it doesn’t have the personal touch that video does. When an advocate shows their passion and their excitement for your product, it is leagues ahead of just an online review or endorsement.

We all want to ensure the products we buy are going to behave in the way that we desire or need them to. So by choosing to capture your advocates’ passion on video, enables your potential buyers to understand why the solutions are working for them and to be activated by the advocates’ excitement into purchasing.

Bring the power of video to your success stories – producing both 2-3 minute pieces and 30-60 second ‘snackable’ soundbites that can be shared on solution pages and blog posts – and have the world see just how genuine and authentic your advocates are about the value your solutions provide.

Improve your skills - training from Referential

As we have been heard to say at Referential, customer advocacy professionals don’t just grow on trees!  It’s a specialized skill set requiring a keen understanding of frameworks and methodologies.  Referential offers a tiered education program designed for advocacy practitioners at any stage of their career. Do you need to study the fundamentals of advocacy program design? We have a course for you. Want to master proven strategies for engaging customers or investigate both established and emerging methods of asset creation and metric reporting?  There is training for that as well. Our education program provides in-depth training across the full breadth of skills and experience necessary for advocacy practitioners to thrive in any industry. Referential training is tiered to support the Institute of Certified Customer Advocacy Professionals (ICCAP)  three levels of certification. In addition to our classes, training can be customized to meet individual needs or interest in specific topics.   See our training page  for more information about the content and intended audience of each training offering or contact us to discuss customized options. We're here to help you polish your skills and excel at advocacy!

 

Customer Advocacy Certification – Special Exam Sessions at SCE 2019

The Institute of Certified Customer Advocacy Professionals (ICCAP) will be holding three examination sessions immediately prior to the upcoming Summit on Customer Engagement event in Burlingame, CA. For those of you not familiar with ICCAP, it is a coalition of industry experts and practitioners who are committed to promoting excellence and accountability in the customer advocacy industry. The mission is to institutionalize industry standards and empower customer advocacy professionals.

ICCAP offers three levels of certification testing, all of which will be offered on March 13, at the Summit on Customer Engagement venue:

  • Customer Advocacy Professional I – demonstrating an understanding of the fundamentals of customer advocacy.
  • Customer Advocacy Professional II* – having at least two years of experience (or equivalent) and demonstrating knowledge of either being charge of a sub-team on an advocacy program or having more direct accountability for delivery/SLAs.
  • Customer Advocacy Professional III* – having at least five years of experience (or equivalent) and demonstrating knowledge of being able to start an advocacy program from scratch and/or having total ownership for a well-rounded one.

*= For these levels of certification, in addition to passing the examination you will be asked to provide details of your experience and 2 reference contacts that can vouch for your expertise.

To learn more and register, note that space is limited, please visit the ICCAP site The event special pricing for March 13 is $249 per exam; almost half-price!

Meet the Referential Team: Lauren Ruffin

LaurenMeet Lauren Ruffin, Referential’s newest team member, shown here with her grandpa! Lauren joined in September 2018 and has been diligently writing case studies, blogs, award nominations, profile slides and other assets for a variety of Referential’s clients. Prior to joining, she worked in the non-profit sector serving a broad range of functions in non-profit development including grant writing, fundraising, event planning, and marketing and communications. She is looking forward to continuing her support of the non-profit sector by working with clients to help them position their advocacy programs to be compelling and fruitful for the non-profit organizations their companies serve. Lauren enjoys being able to experience and contribute to the full spectrum of activities that managing a customer advocacy program requires. She is thoroughly impressed by the range of skills and experience shared among her colleagues and feels lucky to learn from and work alongside such a capable staff. She has come to greatly appreciate the level of planning, organization, and collaboration the staff invests into managing each client’s customer advocacy program. She continues to be in awe of how many programs the team is able to coordinate at once. 

Lauren also enjoys learning about customers’ stories during the asset creation process. She is fascinated by the infinite number of ways we as people perceive and experience the world around us and continues to be intrigued by the myriad of benefits a single product from a client can offer to different customers. One of her favorite parts about working in asset production is the creative challenge of capturing the details that make each customer’s narrative unique and retelling their stories in a way that is true and authentic to their lived experiences.

She is grateful for the warm welcome she received from the Referential team and how patient and kind everyone has been introducing her to the world of customer advocacy. She is very thankful to have the help and guidance of so many experienced customer advocacy managers and appreciates the team’s propensity for a good laugh. Afternoon strolls with teammates and the perk of afternoon tea – thanks to Referential’s British managing partners – are some of her favorite parts of day-to-day life in the office.

When not clacking away on a keyboard at work, you might catch Lauren cruising around the Bay in her red Prius to try out new food or taking time out for gardening. She likes to take breaks from indulging in various TV series to walk her dog, Koge, and will almost never turn down the opportunity to turn up some music and dance with reckless abandon when no one is watching. 

Lauren loves to connect with people and looks forward to translating that passion into continuing Referential’s tradition of fostering welcoming, inclusive environments for customer advocates so they feel comfortable and confident sharing their stories.

Wellness: A Company Priority

We kicked off a team wellness challenge today.  As partners with Influitive we have our own AdvocateHub which we call Rendezvous. We’re going to use the Experiences capability as our foundation. The Experience capability is almost like having a mini Hub within a Hub.  We’ll have choices of challenges around a monthly theme. Not only are we all going to improve our wellness, we’ll learn a bit more about the AdvocateHub from both the administrative and user perspective. challengesMonth one of our challenge is focused on food and drink.  We can choose from 5 different challenges throughout the month, repeating or choosing to do a new one each week.  Eat less sugar, eat more fruit and veggies, drink more water, eat home cooked meals all week, or try out a new diet. As we complete our chosen challenge each week we’ll earn points towards individual and group goals. 

Next month the theme will be increased physical activity.  Follow our blog and you’ll see updates on how we’re doing. It’s good to focus on wellness and this approach allows us to have personal choices while still working towards a common goal as a team.

The SCARF Model: Product Insights, Customer Motivation

This article from Justin Owings discusses a fairly simple model for motivation and how it can apply to your products and your customers. What makes your customers, your advocates, act?  What makes them pull away or ignore requests? The SCARF model was created by Dr David Rock. It is about understanding motivation. You can read Dr Rock’s publication SCARF: A Brain-Based Model for Collaborating With and Influencing Others. At the basis is the thought that we are motivated to approach good stimuli or rewards, and we disengage or avoid stimuli we see as bad or a thread. 

The acronym "SCARF" stands for status, certainty, autonomy, relatedness, and fairness. Very briefly, if you use the model to gain insight to your products you might think through the following questions:  

Status: how does your product elevate the status of your customers?

Certainty: How does the product assure users it does what it's says it does?

Autonomy: How does my product empower my users to act?

Relatedness: How does my product help me connect to others?

Fairness: Is my product fair?

Dr Rock originally created the SCARF model to help us understand our motivations and the motivations of others. As we see above the model can help you gain insights to your products. The model has also been used as a framework for thinking through personas and then crafting collateral and messaging which then resonates with target markets.

What are your thoughts on the SCARF model and how it might apply to your products, processes, or customers?

 

Meet the Referential Team: Saravanan Sakthivel

saravanan sakthivelSaravanan Sakthivel – or Sara for short – is based in India. Referential is the first company he’s been with in which he works entirely remotely. Although he’s in the eastern hemisphere, he never feels too far away from the rest of the team because everyone is good about connecting with him via Skype and there’s overlap in working hours with other teammates’ time zones. Sara has over five years of working with customer advocacy programs and has been a full-time consultant with Referential for more than a year. His favorite part of the job for clients is recruiting new customers into their programs. He enjoys being able to identify and leverage clients’ happiest customers, and then help them share their success with the rest of the business community.

When he’s not working, Sara spends times with his family, which includes his wife and 3-years old son. They like to watch television together to relax. They recently had a vacation in England visiting family and while there, Sara got to spend a day sightseeing with his Referential colleague, Lynn.

Sara describes Referential’s culture as being strong and friendly. He loves working alongside the rest of the team; it was the work culture that attracted him to join the company in the first place. Sara plans to keep on learning and moving to the next level in consultancy with Referential. He always gives a hundred percent of effort in fulfilling the goals and targets that he’s tasked with.

Issue That May Impact The Success Of Your Advocacy Program

We all aim for advocacy program success but there are valuable learnings from the failures of others.  This blog post  from Influitive discusses the 7 most common reasons an advocacy program fails and how you can address the issue before it becomes a problem for your program. Here are the key issues they have seen:

influitive failures

influitive failures

While the post is through the lens of an Advocate Hub the information is really applicable to all the various ways we structure advocacy programs.

Each of the seven areas is described, you’ll understand why they are potential problems, and then there are recommendations to fix, or even avoid, the issue. There are also links to more information. For example, one way to address the issue of a generic advocate experience is to customize.  But how?  The blog post includes links to further information about developing and using personas to target your information and asks.

One blog post won’t avoid all potential problems, but this does have good information and is worth a read.  Address these issues so they don’t become problems for your program in the future.  In the comments add any additional ideas you have for others, let's learn from each other.

Learn from 777 Million Facebook posts!

If your company uses Facebook as part of their marketing portfolio you should look at this post  by Susan Moeller of BuzzSumo. To help us all understand how we can drive more engagement via Facebook BuzzSumo analyzed 777 MILLION posts. 

As with previous years, video is the most engaging type of Facebook post. 59% more engagement than other types of posts, with 3-4 minutes being the sweet spot in terms of length.

There is information about best time of day, best day of the week, optimal length of text posts, and so much more. Some of the information may not hold true for your specific audience but will give you helpful information nonetheless.

Also of interest is the data about the Facebook pages with the most engagement for 2018. They may give you ideas to improve your page’s engagement, even if you don’t feature vides of babies, animals, or food! The author does a good job of highlighting what each page does well and how it might apply to others.

Read the post to the end for helpful tips on how you can improve your reach.  Look at your own data, analyze your most successful posts and see what you can apply elsewhere.  Adjust, analyze, and repeat.

While some of the information in this post is specific to BuzzSumo the majority will be helpful to anyone who uses Facebook as part of their marketing.

Meet the Referential Team: Lillian Kann

Portsmouth-2018 (2)Meet Lillian Kann, in the photo with her husband.  Lillian had just two words to say when giving a brief description of her position at Referential – “fabulous job”. She’s extremely passionate about what she does, and anybody could tell that from the way she speaks about it. Lillian explained how she loves being able to work with customers and being able to share their success stories, which she says are tremendously powerful. She feels this incredible satisfaction in being able to enable her customers to feel proud of their success and help showcase their achievements. Lillian’s previous years of work prior Referential included building a number of advocacy programs from scratch. What attracted her to Referential is the strong, collaborative, and unique team. She feels she’s continuously learning and growing as an individual: Having the opportunity to try things she’s never done before, and is delighted at how much she’s enjoying it all.

Having never previously worked as a consultant, Referential has enabled her to constantly be introduced to new clients, tasks, and environments. It has exposed her to an entirely new perspective on business and she loves the thrill of always having new aspects in her work life.

Lillian looks forward to furthering her career at Referential and continuing to help clients share their customers’ stories. She’s a strong believer in there always being room to improve and would love to keep learning. Most importantly, she hopes to keep on enjoying what she does and to do an outstanding job at it.

Lillian stressed that she wants clients to know she will work hard for them and will work to build an effective partnership. She will do her upmost to invest her energy in helping them achieve their goals and missions.

Her love for cooking, gardening, sailing, and traveling keeps her occupied in her free time. Lillian’s enthusiasm is infectious and we hope you get to meet her and enjoy spending time with her like we do!

Meet Referential's Barbara Leavy

BarbMeet Referential's Barbara Leavy.  Here she is with family celebrating mom's 95th birthday.  Happy birthday to mom!   Barbara has a wide variety of skills and talents that she’s amassed throughout her career and determined that her strengths are best utilized as a Senior Advocacy Consultant at Referential. Her experience in a range of business functions, as well as collaborating across various departments, makes her a valuable advisor; offering unique perspectives to aid others.  

She enjoys being a matchmaker for her clients: Connecting their customers with each other and ensuring they receive invitations to the activities they’ve flagged as of interest. Her ability to multitask enables her to juggle all her responsibilities, which particularly comes in handy since no two days at Referential are ever alike!

Working at Referential is one of her favorite professional highlights: She loves the teamwork and comradery, being able to share knowledge and getting to know and help each other grow. Barbara commented on how the group’s dynamic really shines during team activities such as scavenger hunts in San Jose, escape rooms, and casual nights out. Being in such a supportive setting, she feels she continues to grow as a consultant and as a person.

Golfing, cooking, and puzzles are some of her many hobbies. She hopes she can add traveling to that list soon as she looks forward to seeing more of the world. Barbara wants her current job to be her last career; she’s extremely passionate about her role at Referential and doesn’t imagine doing anything else in the future. 

Productivity tips from Referential's Barbara Leavy

I know we are all guilty of wishing there were more hours in the day.  Unfortunately, we need to face the reality, there is… and always will be… 24 hours in a day.  The one exception is that one day of the year when the clocks turn back, but hopefully we are getting an extra hour to sleep and not an extra hour to work! In this fast paced world we live in, the ability to multi-task and prioritize is essential to our success, our productivity and especially our sanity.  If we all keep a few tips in mind it can help to effectively juggle what is on our plates.

Make a plan:

  • The first step to effective multitasking is having a plan or setting goals. You can’t “just wing it” and hope that your projects will be completed to the best of your abilities.
  • By thinking ahead, it will help ensure that nothing falls through the cracks.

Make sure to set reminders: 

  • If you have a data base where you can create tasks to manage your work, make sure to do so. Check your to- do list early in the day and prioritize, keeping in mind there will more than likely be a fire drill that comes up during the day.  Tackle what is most important first.
  • Use your outlook calendar to your advantage, it can be an easy way to track deadlines.
  • Flag emails that you need to address but cannot respond to immediately or you need to investigate prior to responding. Take some time at the end of your day to review your flagged emails and respond or create a task or reminder where appropriate.

Break down and combine tasks when possible:

  • We often look at our workload like an insurmountable mountain which can be intimidating. Break down those tasks into smaller manageable chunks.  This will enable you to work on multiple tasks at once, and if they are smaller they will feel more manageable.
  • If possible, try to concentrate on similar tasks at the same time. In order to effectively multitask, it helps if the projects you are working on are somewhat similar. This way your mind is not jumping from one thing to another, allowing you to “get in the zone”.

Step Away:

  • You may find that by stepping away for a brief time will give you a chance to clear your head and may also give you some inspiration.
  • With so much on our plates it is easy to feel guilty if we take some down time. So, take a short walk, grab a cup of coffee (away from your computer) or get some fresh air. I am pretty sure your brain will thank you!

Remember, not all tasks are equal.  It is up to you to evaluate your tasks prior to beginning to determine true priorities.  Keep in mind that some tasks may require your full attention, at that point you need to put your multitasking hat on the shelf for a while!

Meet the Referential Team: Andreas Silva

AndreasAndreas Silva takes a lot of pride in what he and the rest of the Referential team do. As an employee of three years, he’s extremely dedicated to his work. Andreas insists no other company can do what Referential does. He explained the level of detail that goes into each task, and how the team goes through a lot to provide powerful content and input for each client.   As an individual he offers a wide range of skills; he’s fluent in Spanish, possesses a strategic mindset, is highly efficient, and delivers incredible work stamina. As cliché as it sounds, Andreas describes himself as being the kind of person that doesn’t shy away from challenges and it’s been proven to be true on many occasions. He’s known to be one of the first to step up and help with any given task. He has an incredibly active mind that’s constantly looking for where both he and the company can grow and expand in any way.

Despite his strong focus on work, he doesn’t neglect to recognize the family-oriented culture that he shares with his co-workers. Andreas recalled a number of amusing memories such as room escapes, happy hours, and other various out-of-office moments. He especially treasures the time last year spent traveling to Belgium and Singapore for video shoots. He loves getting to work with people from different countries and cultures.

There’s a certain relaxed and laid-back culture unique to Referential, which Andreas loves, that serves as the foundation for the office’s overall atmosphere, even with the tremendous amounts of work that’s being accomplished. The environment makes for an enjoyable and easy place to work.  

Andreas makes sure that clients’ needs are met and does everything that’s needed of him. In return, he’s exposed to a wide variety of companies and industries that give him a better understanding of the business world. He made a point that the constant learning is one of his favorite things about working at Referential – other than the breakfast burritos from the restaurant next door! He always tries to give as much, if not more, as he receives.

He wants future and current clients to know that he may come off as quiet and laid back but when it comes to work he’s passionate, persistent and takes it very seriously.

When he’s not in the office, Andreas can be found coaching soccer, at the beach, hiking, wine tasting, or just simply relaxing. Alongside his hard work, the Referential team appreciates his good sense of humor and stellar poker face!

Meet the Referential team: Jennifer Doyon

JenDLiving in Maine along with her husband, two sons, and dog – Jennifer Doyon manages to be an active Advocacy Consultant for Referential. She enjoys being able to work with multiple clients, and she especially appreciates that in her role as a consultant she can focus on her work without the distraction of corporate politics. Jennifer mentioned how people love being able to talk about what they do, and that Referential helps find them the platforms to do so: She facilitates customer interaction to help them promote the products they use. She loves meeting customer advocates at events and interviews: Being able to hear about their experiences and to learn about their industry keeps her job interesting and informative.

Jennifer’s experience of working for a large technology vendor and understanding how a big enterprise company is structured – as well as the challenges employees face – enables her to connect with her clients on a different level. She also has experience working in a corporate communications team, which gave her extensive experience with analyst and press relations, customer interviews, and event planning and execution. 

Aside from work, Jennifer enjoys walks with her dog, yoga, and spending time with friends. She has two boys that have always played numerous sports, so she considers watching them compete as one of her hobbies! During football season, she is especially busy, as her sons both play, one in high school and the other in college. In the summers, Jennifer's family spends time fishing and boating along the coast of Maine and New Hampshire. . She tries to travel whenever she can: She backpacked all over Europe after college and would like to revisit some of her favorite countries; Germany, Ireland, and Greece.

She loves that her co-workers are team-oriented, positive, and focused on learning and improving, which creates a very positive work experience. She enjoys traveling to San Jose at least twice a year for the all-hands-in-person weeks where everyone at Referential experiences working side-by-side and the team bonding is significant. She’s excited to be part of Referential’s positive trajectory!

Meet the Referential Team - Lynn Watts

Lynn&BertieWorking from the UK, Lynn Watts has been an Advocate Consultant with Referential for 20-years! She also assists Referential’s creative team when needed, as she has a background as a graphic designer.  One of Lynn’s strongest suits is being able to talk to anyone, whether it be an executive or a sales rep or a technician. She thinks of herself as a matchmaker of the business world; working hard to find the best fitting advocates to speak to each prospect. One of her favorite aspects about work is it’s always interesting; every day is different.

Being a team player enables Lynn to help both her clients and coworkers. She adores her Referential family and is grateful for the supportive and close dynamic they all share. In fact, what she finds so extraordinary about the team is the broad range of experience between them. They can leverage each of their skills and expertise, making for an extraordinarily strong group of consultants.

She recalled a favorite memory – which coincidentally occurred during one of her California visits – one of the team was sitting on a yoga ball and it happened to burst right underneath them! Thankfully, the colleague wasn’t hurt and the whole moment was captured on the cameras in the office, immortalizing the scene forever.

Aside from her job, Lynn loves to play tennis – at club-level impressively enough – walk her dog (that's Bertie in the photo), garden, spend time with her family, and just be outdoors. 

She appreciates the gratitude and recognition she gets from clients, especially kudos those from contacts outside of the advocacy programs that suddenly realize what the program can do for them. And she’s thankful for her team at Referential for constantly expanding her horizons.