New Ideas in Marketing
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Companies can source referrals from across the enterprise to tap a diverse set of participants.

To effectively engage consumers for reference programs, brands should offer incentives like gift cards and cumulative rewards on products and services. Spelling out the timeline and commitment required by the referral program can help companies set manageable parameters and enhance referrals.

Providing promotional materials to guide clients further helps in making consumer reference programs more accessible. Companies can also look across the organisation’s departments like finance to source quality customer references.

The author recommends that the customer reference managers meet with account executives to analyse and identify suitable candidates for the referral program. Brands can also review their call centre records to recognise happy customers how are willing to refer.

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