01
Use When
Customer has demonstrated satisfaction, loyalty or advocacy potential.
02
Default Audience / State
Satisfied repeat, VIP or advocate customer.
03
Desired Customer Behavior
Introduce a qualified new prospect or share the business with an appropriate peer.
04
Default Barrier Hypothesis To Validate
Referral friction, forgetting, unclear process or lack of an obvious moment.
05
80% Message Architecture
- Advocacy moment: THANK/RECOGNIZE.
- ASK FOR REFERRAL — explain who is a good fit and make sharing easy.
- Optional reminder or recognition after referral activity.
06
Offer Starting Position
Referral benefit may be unnecessary. If used, define economics, eligibility and fairness clearly.
07
Default Suppressions / Exits
No referral ask during service issue, weak satisfaction evidence or immediately after a complaint resolution unless clearly appropriate.
08
Primary KPI
Referral participation; referred lead conversion; referred customer value.
09
Make It Yours
Referral qualification, sharing mechanism, incentive if any, attribution, fulfillment and advocate recognition.