| name | 18-referral-program |
| description | Dung khi muon khach cu keo khach moi — thiet ke chuong trinh gioi thieu, affiliate, ma moi ban: co che thuong mot chieu hay hai chieu, muc thuong, cach theo doi, chong gian lan va kich ban ra mat chuong trinh. Kich hoat khi user nhac 'chuong trinh gioi thieu', 'referral program', 'affiliate', 'ma moi ban', 'hoa hong gioi thieu', 'word of mouth', 'khach gioi thieu khach', 'CTV ban hang huong hoa hong'. Khong dung cho — giu chan khach cu de ho mua lai thi dung skill 69-giu-chan-khach-hang; xay cong dong quanh thuong hieu ca nhan thi dung skill 28-community-building; thue KOC va creator quay bai thi dung skill 06-brief-ugc-egc. |
| metadata | {"version":"1.0.1","category":"operations"} |
| license | MIT |
| related | ["product-marketing-context","09-insight-khach-hang","10-tinh-kpi-nguoc","14-email-marketing"] |
Referral Program
Thu thap thong tin
Buoc 0: Kiem tra context
Doc .agents/product-marketing-context.md neu co.
Buoc 1: Hoi user
- Loai san pham? (One-time purchase / Subscription / Service / Khoa hoc)
- AOV trung binh? LTV?
- Da co khach cu bao nhieu? (Referral can co base khach thich san pham)
- Muc tieu? (So khach moi / Giam CAC / Tang LTV khach cu)
Referral hoat dong tot khi nao?
Tot:
- NPS >= 40 (khach thich san pham)
- Khach co ly do tu nhien de chia se (ket qua visible, social currency)
- San pham co use case "giong nhau cua ban be"
- AOV du cao de hoa duoc thuong
Khong tot:
- Khach chua hai long (NPS < 20)
- San pham nhay cam (tai chinh, suc khoe rieng tu)
- AOV qua thap (thuong khong boi duoc cong gioi thieu)
3 Mo hinh referral
1. One-way (1 chieu)
Nguoi gioi thieu nhan thuong. Nguoi duoc gioi thieu khong.
Khi dung:
- San pham da duoc yeu thich — nguoi duoc gioi thieu se mua du khong co uu dai
- AOV cao → thuong phai xung dang
Vi du VN:
- Shopee: Gioi thieu ban ma → ban ma mua → minh duoc 50K xu
- Grab: Refer ma → ban dung → minh duoc 100K
2. Two-way (2 chieu) — PHO BIEN NHAT
Ca nguoi gioi thieu va nguoi duoc gioi thieu cung nhan thuong.
Khi dung: 80% case nen dung cai nay — tam ly khach thich "ca hai cung loi".
Vi du VN:
- Tiki: Gioi thieu → ban moi giam 50K, minh cung duoc 50K
- VP Bank: Moi ban mo the → ca hai duoc 200K
- Spa: Gioi thieu khach moi → minh free facial, ban moi giam 30%
Cau truc uu dai:
Nguoi gioi thieu: Discount lan sau / credit / qua tang / free service
Nguoi duoc gioi thieu: Discount lan dau / bonus / free trial
3. Multi-tier (Affiliate)
Nguoi gioi thieu nhan % hoa hong theo doanh so.
Khi dung:
- SaaS / khoa hoc / san pham gia cao
- Co he thong tracking (link affiliate, coupon code)
- Muon thu hut influencer / partner
Cau truc VN pho bien:
- Tier 1: 10-20% doanh so don dau
- Tier 2: 5-10% cac don tiep theo trong 90 ngay
- Cap tren cao nhat: 30% cho super affiliate
Mechanics chi tiet
Thuong gia bao nhieu?
Cong thuc:
Thuong = 15-25% LTV khach moi
Vi du:
- LTV khach spa = 3,000,000 → Thuong cao nhat: 750K (25%)
- Chia: 375K cho nguoi gioi thieu + 375K cho nguoi moi
- Hoac: 500K credit gioi thieu + 20% discount lan dau cho nguoi moi
Kho phai tinh ca:
- Chi phi thuong (out of pocket hoac discount?)
- Thue chuyen tien (neu la cash)
- Admin fee (theo doi, thanh toan)
Format thuong
| Format | Pros | Cons | Phu hop |
|---|
| Cash | Dong luc cao | Cao chi phi | B2B, affiliate |
| Credit (tai khoan) | Giu khach lai | Khach it quan tam neu khong mua lai | Subscription |
| Discount | Chi tra khi mua | Khach co the khong quay | E-commerce |
| Free product/service | Tang LTV | Gioi han gia tri | Service, spa |
| Qua tang vat ly | Noi bat, chia se | Phuc tap logistics | Beauty, F&B |
| Point / Rewards | Tao habit | Can he thong phuc tap | Retailer lon |
Referral flow 7 buoc
1. Khach co trai nghiem tot
└─► NPS >= 7 → hoi "co muon gioi thieu?"
2. Cung cap link/code de gioi thieu
└─► Link rieng moi khach (tracking) hoac code dep (de nho)
3. Khach chia se den ban be
└─► Qua Zalo, Messenger, SMS, email, copy link
4. Ban be click link / nhap code
└─► Landing page don gian, rõ uu dai
5. Ban be mua (redeem)
└─► Tracking dung — pixel / tagged order
6. Thuong cho ca 2 ben
└─► Thong bao tu dong qua email/SMS/Zalo
7. Nhac nguoi gioi thieu tiep tuc
└─► "Ban da gioi thieu 1 nguoi — con 2 nguoi nua se len VIP"
Toi uu cho VN
Kenh share chu yeu
- Zalo (pho bien nhat) — copy link gui truc tiep
- Messenger / Facebook — share link / post
- SMS — cho khach tre tuoi trung nien
- Email — chi cho dan van phong
- Offline — ma code in tren card, bao bi
Dac diem khach VN can chu y
- Tin nhan than quen > post cong khai. Khach VN ngai share cong khai tren wall — uu tien gui rieng Zalo.
- Ma code de nho > link dai. "FRIEND50" > link rewardsful dai 20 ky tu.
- Thuong ngay lap tuc. Cho qua lau se quen. Credit/cash nhan trong 24h.
- Hoa hong % thich hon cash cu the voi affiliate.
- Ca nhan hoa. "Ma code cua [Ten khach]" > "Ma code chung".
Chong gian lan
| Rui ro | Cach chong |
|---|
| Tu mua qua tai khoan phu | Check trung SDT / dia chi / thiet bi / card |
| Share cong khai (Groupon, deal site) | Gioi han 3-5 lan/ma, dat limit AOV toi thieu |
| Bot / Script spam | Rate limit, captcha, review thu cong don lon |
| Khach huy sau khi nhan thuong | Giu thuong 30 ngay moi release (sau return window) |
Campaign launch plan (30 ngay)
Tuan 1: Setup
Tuan 2: Seed
Tuan 3: Launch cong khai
Tuan 4: Toi uu
KPIs
| Chi so | Benchmark | Tot |
|---|
| Share rate | 10% khach cu share | 20%+ |
| Conversion rate | 15% ban be click → mua | 25%+ |
| Referred customer LTV | Tuong duong hoac cao hon khach non-refer | 1.2x+ |
| CAC via referral | 30-50% CAC paid ads | <30% |
| Viral coefficient (K) | 0.3-0.5 | 1.0+ (viral true) |
K-factor = Share rate × Conversion rate × So nguoi moi share
Neu K > 1 → viral (exponential growth)
Neu K = 0.5 → tu 100 khach co them 50 khach (half-life)
Checklist chat luong
