Some brands treat their referral program like a Wild West bounty—as if they can just put up a sign reading, “Wanted: New Customers,” offer a reward, and let someone else bring in the new business.
But referral isn’t about sitting back and letting someone else handle customer acquisition. Yes, your advocates are the ones reaching out to new customers. But to maximize their potential, you need to understand what drives your advocates to share referrals, where they want to do it, and who....