Over the last two blogs, I highlighted:
1. How a business can become remarkable to become referable.
2. How to identify your unique differentiators.
Many believe that getting referrals is only a marketing/sales strategy. However, this is absolute myopia. Unless the values projected externally are not lived internally, the contradiction soon becomes evident to the customers. Otherwise, there is no reason why we cannot generate referrals from 100% of our customers!
So, what is the solution?
The referral generation is not a single-step process. It has several distinct steps that ultimately lead to referral generation. The steps are:
Know
Like
Trust
Test
Order
Repeat
Refer
The entire organization should be tuned to support each of these steps. Ultimately, the customer looks at the unified experience from all the business functions. For example, the responsiveness of our customer support function is as critical as the documentation that accompanies our products/services.
In the next blogs, I shall dive deeper into each of these steps and show how you can create experiences for the customer across all the stages of their journey with us.
Subodh (June 5, 2022)
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