Consider a mid-size Swiss firm looking at this very question last year. References are the most important quality signal when selecting service providers. But only if you check them properly. Many read references on websites or in quotes but never contact the reference customers. This is a fundamental mistake.
A written reference is marketing. A personal conversation with a reference customer is due diligence. This guide shows you how to systematically check references, ask the right questions, and distinguish between real successes and embellished representations.
Why References Are So Important
References provide information you cannot get anywhere else:
- Real Project Experiences: How did the collaboration actually go?
- Problem-Solving Competence: How did the provider handle difficulties?
- Communication Quality: Was the exchange constructive?
- Reliability: Were promises kept?
- Long-term Satisfaction: Would the customer hire the provider again?
A provider can claim what they want. A satisfied customer who reports independently is an entirely different quality of information.
Types of References
1. Written Testimonials
What It Is: Short recommendation letters or quotes on the provider’s website.
Value: Low. Written testimonials are marketing material. They are selected, possibly edited, and show only the best side.
How to Use: As initial orientation, but never as sole decision basis.
2. Case Studies
What It Is: Detailed project descriptions with initial situation, solution, and results.
Value: Medium to high. Case studies show working methods and can demonstrate professional competence. But they are also marketing.
How to Use: Check if described projects match your requirements. Then ask for direct contact with the described customer.
3. Verifiable Reference Contacts
What It Is: Names and contact details of customers you can contact directly.
Value: Very high. This is the only type of reference that enables real validation.
How to Use: Conduct structured conversations. Prepare questions. Listen actively.
Requesting References: What You Should Demand
Number and Relevance
Best Practice: Request at least 3-5 references that meet the following criteria:
- Comparable in Size: Similar project budget or scope
- Comparable in Complexity: Similar challenges
- Current: Not older than 2-3 years
- Industry-Relevant: Ideally from your industry (but not mandatory)
- Contactable: With name, position, email, and phone
What the Provider Should Deliver
A professional reference list contains:
- Company name
- Name and position of contact person
- Direct contact details (email, phone)
- Brief project description
- Project timeframe
- Permission to contact
Warning Sign:
- Only written references, no contact possibility
- Very old references (5+ years)
- Always the same 2-3 references
- Resistance to naming references
See also: Recognising Red Flags in Service Providers
Preparing Reference Contacts
Step 1: Obtain Provider’s Permission
Ask the service provider explicitly: “May I contact your reference customers?” A serious provider will welcome this.
Step 2: Select Relevant References
From the list, choose 2-3 references that best match your project.
Step 3: Make Contact
Email Template:
Subject: Reference inquiry regarding [Provider Name]
Dear [Name],
I am currently in the evaluation phase for [your project type] and received your contact as a reference from [Provider Name].
Would you have 15-20 minutes for a brief phone conversation? I would like to hear about your experiences with [Provider], particularly regarding [specific topic].
I am flexible and can adapt to your schedule.
Thank you in advance.
Best regards,
[Your Name]Timing: Morning or early afternoon, mid-week. Avoid Monday morning and Friday afternoon.
Asking the Right Questions
Opening: Create Context (2-3 minutes)
Start with a brief introduction:
- Who you are
- What you are planning
- Why you are evaluating the service provider
- What you expect from the conversation
Thank them for their time and assure confidentiality.
Questions About Project Process (5-7 minutes)
1. “Can you briefly describe what the project entailed?”
- Check if the description matches the provider’s
- Watch for details the provider did not mention
2. “How did you come to hire this provider?”
- Was there a tender?
- What was the decisive selection criterion?
- Was it the first or repeated collaboration?
3. “Was the project completed within the planned timeframe?”
- With delays: What were the reasons?
- How was it handled?
- Were there consequences (costs, quality)?
4. “Was the budget maintained?”
- Were there cost overruns?
- Were these justified and transparent?
- Were there hidden costs?
Questions About Collaboration (5-7 minutes)
5. “How would you describe the communication?”
- How often were there updates?
- Were responses timely?
- Were you proactively informed or did you have to ask?
6. “How did project management work?”
- Were there clear milestones?
- Were deadlines met?
- Was the organisation professional?
7. “How were problems and changes handled?”
- Were there unexpected difficulties?
- How did the provider react?
- Were solutions proactively proposed?
8. “How was the professional competence of the team?”
- Were the right experts involved?
- Did you have to explain a lot or was there thinking along?
- Were best practices introduced?
Questions About Quality and Results (3-5 minutes)
9. “Did the final result meet your expectations?”
- What was particularly good?
- What could have been better?
- Were there corrections needed?
10. “How was quality assurance?”
- Was testing and checking done before delivery?
- Were there defects after completion?
- How quickly were problems fixed?
11. “How is the long-term quality?”
- Does the solution still work reliably?
- Were there unexpected follow-up costs?
- Is the solution future-proof?
Questions About After-Care (2-3 minutes)
12. “How was support after project completion?”
- Was there an introduction or training?
- Was documentation available and understandable?
- How does the provider respond to later inquiries?
13. “Was there a warranty period?”
- Were defects fixed free of charge?
- How long did response take?
The Decisive Question (1 minute)
14. “Would you hire this provider again?”
- Simple yes/no is less meaningful than the reasoning
- With hesitation: Follow up on concerns
- Additional Question: “Would you recommend the provider to a friend?”
15. “Is there anything I have not asked but should know?”
- Often the most valuable information comes here
- Unexpected insights or warnings
Closing and Thanks (1 minute)
- Thank them for their time
- Offer to provide updates if needed
- Ask if you may contact them again with questions
During the Conversation: What to Watch For
Tone and Energy
- Enthusiastic: Genuine excitement about the provider
- Neutral-positive: Professionally satisfied, no special emotions
- Hesitant: Positive words but without conviction
- Critical: Open or hidden concerns
What Is Said and What Is Not
Watch for:
- Unsolicited positive mentions: “What was particularly impressive…”
- Vague formulations: “Actually quite good” instead of “Very good”
- Avoidance of superlatives: When someone formulates carefully, there are often reasons
- Spontaneous criticism: Even if overall positive, small criticisms show honesty
Check Consistency
- Do statements match the provider’s information?
- Are there contradictions to written case studies?
- Do statements from different references align?
After the Conversation: Documentation and Evaluation
Record Notes Immediately
Directly after the conversation:
- Note most important statements
- Record overall impression (1-10 scale)
- Document specific quotes
- Note open questions
Evaluation Schema
Evaluate each reference according to these dimensions:
| Criterion | Rating (1-10) | Notes |
|---|---|---|
| Professional Competence | ||
| Project Communication | ||
| Punctuality | ||
| Budget Adherence | ||
| Problem-Solving Competence | ||
| Quality of Result | ||
| After-Care | ||
| Overall Impression | ||
| Would Hire Again | Yes/No |
Recognise Patterns
With 3+ reference conversations:
- Which strengths are consistently mentioned?
- Which weaknesses appear multiple times?
- Are there contradictions between references?
Warning Signs in Reference Conversations
Red Flags with Reference Customer
- Unclear About Project: Customer barely remembers
- Evasive Answers: No clear yes/no statements
- Surprise at Your Inquiry: Was not informed about being named as reference
- Open Criticism: Clear dissatisfaction
- “Would Not Hire Again”: Self-explanatory
Red Flags with Provider
- Resistance to Reference Contact: “That’s not necessary”
- Only Old References: Nothing from the last 2 years
- No Comparable Projects: All references are too small/large/different
- Reference Does Not Exist: Contact details are wrong or outdated
Special Situations
When Reference Customer Is Unreachable
- Try multiple times at different times
- Ask provider for alternative contacts
- Request additional references
When Reference Is Negative
- One critical reference is not automatically an exclusion criterion
- Hear both sides
- Check if the problem is relevant to your situation
- Ask the provider how they see the situation
When All References Are Perfect
- Be skeptical of consistent 10/10 ratings
- Nobody is perfect
- Honest references also mention small improvement potentials
- Explicitly ask about weaknesses or improvement suggestions
References in Swiss Context
Cultural Particularities
Reserve in Criticism: Swiss are often diplomatic. A formulation like “It was okay” can already be restrained criticism.
Understatement: “Quite good” from a Swiss person can mean “very good.” Pay attention to context and tone.
Discretion: Not all Swiss companies readily give references. This is not a warning sign but part of the culture. However, the provider should find customers willing to speak.
Respect Data Protection
Reference customers may not be contacted without their consent. Ensure the provider has obtained permission.
Checklist: Professional Reference Checking
Before Contact:
- Received at least 3 relevant references
- Verified contact details
- Prepared question catalogue
- Scheduled appointment
During Conversation:
- All important dimensions queried
- Open questions asked
- Actively listened
- Took notes
After Conversation:
- Documented overall impression
- Conducted evaluation according to schema
- Compared with other references
- Identified open questions
Final Evaluation:
- Recognised patterns across all references
- Compared with provider information
- Gained decision-relevant insights
Online Reviews: A Supplement, Not a Replacement
Where to Find Them
- Google reviews
- Industry-specific platforms
- LinkedIn recommendations
- Rating portals
How to Evaluate Them
Positive:
- Many reviews over longer period
- Detailed, specific feedback
- Balanced ratings (4-5 out of 5, not only 5/5)
- Provider responses to criticism
View Critically:
- Only few or only very old reviews
- Only extreme ratings (only 1 or 5 stars)
- Very generic texts (“Everything great!”)
- No response to negative reviews
Important: Online reviews are a supplement, not a replacement for personal reference conversations.
References Done Right
References are only as valuable as you check them. Written testimonials are marketing, personal conversations are due diligence.
Invest the time for 2-3 structured reference conversations. Prepare questions, listen actively, and document insights. The patterns you recognise across multiple conversations are more meaningful than any self-presentation by the provider.
One good reference is not coincidence. Three good references are a pattern. Zero verifiable references are an exclusion criterion.
Further Resources: