With so many years of experience in customer advocacy – founded in 1994 and renamed, Referential, in 2012 – our company upholds the sincere belief that putting customer needs first should be at the forefront of every organization’s gameplan: the success of one is directly linked to the success of the other…

Join us in welcoming Kristian Gallego, a new member of the Referential team! His diverse occupational background has enabled him to develop a wide range of skills on his journey to Referential, which have equipped him perfectly for his role as an advocacy consultant.

Introducing Jyothi Krishnegowda, today one of Referential’s Advocacy Consultants. Jyothi’s breadth of experience in customer advocacy makes her an ideal asset to every account team she joins. Her attention to detail and process-oriented approach makes her an expert at navigating new reference management systems and databases. She loves to ‘put the customer first’ and is always looking for ways to create unique, individualized experiences for advocates.

How do you know when it’s time to adapt your metrics strategy, and how do you figure out which new accomplishments to report on? Read on for tips and examples of shifting company priorities that may signal it’s time to adapt your metrics and reporting strategy.

The hardest part of getting buy-in from sales and customer success teams? These are busy people and often advocacy feels like just one more headache when their plate is already full. Read on for quick tips on how to encourage sales and customer success teams to engage with your cohort of customer champions!

With all the recent interest in advocacy programs and the growing availability of training and education resources for the profession, there’s never been a better time to be a customer advocacy manager.

VLOOKUP can seem intimidating as it is a more complex Excel function, but this tutorial will walk you through the steps and explain common pitfalls when using the VLOOKUP function.

Emily joined Referential as a Customer Advocacy Consultant after a career spanning project and program management, partner relations, and talent pipeline recruiting. She pulls threads from each of these past lives to support her clients and their sales organizations through the recruitment of customer advocates.

Emily enjoys meeting new people and making connections for mutual advantage. She likens recruiting customer advocates to being a maître d'hôtel in a top restaurant: welcoming newcomers with individual attention and finding them a desirable table with stimulating dining companions.

Honestly, though, the most important part of working from home I’ve come across isn’t the ability to pop in a load of laundry or eat from your own refrigerator – it’s knowing the how and when of being done for the day.

Being one of the Managing Partners of Referential, David Feber has invested enormous amounts of time and effort in building the company up to where it is today. Dave’s academic background as an engineer serves as an inspiration and motivation to continually measure all aspects of advocacy, which always keeps work intellectually interesting and intriguing for him. It’s also what makes Referential a unique player in the market!

Apart from helping steer the company from a business perspective, he also handles the company’s IT strategy and oversees the asset creation team. To date, he’s edited well over a thousand case studies and he finds his hybrid technical/business background helps him train the writing team to translate the impact and success of clients’ offerings in a way that people can easily understand.

Perhaps one of the strongest driving forces behind Referential’s daily operations is Helen Feber, who also happens to be a Managing Partner alongside her husband and business partner, David Feber. She originally started the company in 1994, and from that point on the rest is history!

Helen built up her skill set and experience in customer advocacy after she “fell in” (as she puts it) to being a consultant after having left Hewlett Packard. Through a project she was asked to work on, she came to recognize the obvious lack of customers who would be able to talk about and provide insight on a product. And she credits that experience bringing her awareness to the absence of customer advocacy in so many corporations, and to the absolute necessity for these programs.

Pivot tables are one of Excel's most powerful Microsoft tools. A pivot table allows you to extract the significant data and trends from a large, detailed data set. When analyzing your customer advocacy program data, pivot tables can be excellent tools for efficiently gathering insights on your customer advocates and advocacy assets.