Referral templates

New Customer Welcome & First Success

A first conversion has occurred.

KPI: First-success rate or proxy; first-to-second purchase/booking rate.

Referral / Advocacy

Customer has demonstrated satisfaction, loyalty or advocacy potential.

KPI: Referral participation; referred lead conversion; referred customer value.

12-Month Commercial & Customer Moment Calendar

Annual intake layer. It is not a send calendar; it identifies legitimate reasons communication may be needed.

First-Success Support

First purchase/service milestone.

KPI: Success proxy; support request rate; subsequent conversion.

Referral Request

Demonstrated satisfaction/advocacy moment.

KPI: Referral participation; referral conversion.

Satisfied Customer → Advocate

Maps how a satisfied customer becomes a reviewer, referrer, and long-term advocate.

Ask For Referral

[Recognize relationship]. [Describe who is a good fit]. [Make introduction/sharing simple]. [Explain benefit if one exists].

Lifecycle Health Scorecard

Reviews core lifecycle metrics — conversion, repeat rate, at-risk recovery, VIP retention — against your own baseline, not a universal benchmark.