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
1---
2name: 18-referral-program
3description: "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."
4metadata:
5 version: 1.0.1
6 category: operations
7license: MIT
8related:
9 - product-marketing-context
10 - 09-insight-khach-hang
11 - 10-tinh-kpi-nguoc
12 - 14-email-marketing
13---
14
15# Referral Program
16
17## Thu thap thong tin
18
19### Buoc 0: Kiem tra context
20Doc `.agents/product-marketing-context.md` neu co.
21
22### Buoc 1: Hoi user
231. **Loai san pham?** (One-time purchase / Subscription / Service / Khoa hoc)
242. **AOV trung binh? LTV?**
253. **Da co khach cu bao nhieu?** (Referral can co base khach thich san pham)
264. **Muc tieu?** (So khach moi / Giam CAC / Tang LTV khach cu)
27
28---
29
30## Referral hoat dong tot khi nao?
31
32**Tot:**
33- NPS >= 40 (khach thich san pham)
34- Khach co ly do tu nhien de chia se (ket qua visible, social currency)
35- San pham co use case "giong nhau cua ban be"
36- AOV du cao de hoa duoc thuong
37
38**Khong tot:**
39- Khach chua hai long (NPS < 20)
40- San pham nhay cam (tai chinh, suc khoe rieng tu)
41- AOV qua thap (thuong khong boi duoc cong gioi thieu)
42
43---
44
45## 3 Mo hinh referral
46
47### 1. One-way (1 chieu)
48
49**Nguoi gioi thieu nhan thuong. Nguoi duoc gioi thieu khong.**
50
51**Khi dung:**
52- San pham da duoc yeu thich — nguoi duoc gioi thieu se mua du khong co uu dai
53- AOV cao → thuong phai xung dang
54
55**Vi du VN:**
56- Shopee: Gioi thieu ban ma → ban ma mua → minh duoc 50K xu
57- Grab: Refer ma → ban dung → minh duoc 100K
58
59### 2. Two-way (2 chieu) — PHO BIEN NHAT
60
61**Ca nguoi gioi thieu va nguoi duoc gioi thieu cung nhan thuong.**
62
63**Khi dung:** 80% case nen dung cai nay — tam ly khach thich "ca hai cung loi".
64
65**Vi du VN:**
66- Tiki: Gioi thieu → ban moi giam 50K, minh cung duoc 50K
67- VP Bank: Moi ban mo the → ca hai duoc 200K
68- Spa: Gioi thieu khach moi → minh free facial, ban moi giam 30%
69
70**Cau truc uu dai:**
71```
72Nguoi gioi thieu: Discount lan sau / credit / qua tang / free service
73Nguoi duoc gioi thieu: Discount lan dau / bonus / free trial
74```
75
76### 3. Multi-tier (Affiliate)
77
78**Nguoi gioi thieu nhan % hoa hong theo doanh so.**
79
80**Khi dung:**
81- SaaS / khoa hoc / san pham gia cao
82- Co he thong tracking (link affiliate, coupon code)
83- Muon thu hut influencer / partner
84
85**Cau truc VN pho bien:**
86- Tier 1: 10-20% doanh so don dau
87- Tier 2: 5-10% cac don tiep theo trong 90 ngay
88- Cap tren cao nhat: 30% cho super affiliate
89
90---
91
92## Mechanics chi tiet
93
94### Thuong gia bao nhieu?
95
96**Cong thuc:**
97```
98Thuong = 15-25% LTV khach moi
99```
100
101**Vi du:**
102- LTV khach spa = 3,000,000 → Thuong cao nhat: 750K (25%)
103- Chia: 375K cho nguoi gioi thieu + 375K cho nguoi moi
104- Hoac: 500K credit gioi thieu + 20% discount lan dau cho nguoi moi
105
106**Kho phai tinh ca:**
107- Chi phi thuong (out of pocket hoac discount?)
108- Thue chuyen tien (neu la cash)
109- Admin fee (theo doi, thanh toan)
110
111### Format thuong
112
113| Format | Pros | Cons | Phu hop |
114|--------|------|------|--------|
115| Cash | Dong luc cao | Cao chi phi | B2B, affiliate |
116| Credit (tai khoan) | Giu khach lai | Khach it quan tam neu khong mua lai | Subscription |
117| Discount | Chi tra khi mua | Khach co the khong quay | E-commerce |
118| Free product/service | Tang LTV | Gioi han gia tri | Service, spa |
119| Qua tang vat ly | Noi bat, chia se | Phuc tap logistics | Beauty, F&B |
120| Point / Rewards | Tao habit | Can he thong phuc tap | Retailer lon |
121
122---
123
124## Referral flow 7 buoc
125
126```
1271. Khach co trai nghiem tot
128 └─► NPS >= 7 → hoi "co muon gioi thieu?"
129
1302. Cung cap link/code de gioi thieu
131 └─► Link rieng moi khach (tracking) hoac code dep (de nho)
132
1333. Khach chia se den ban be
134 └─► Qua Zalo, Messenger, SMS, email, copy link
135
1364. Ban be click link / nhap code
137 └─► Landing page don gian, rõ uu dai
138
1395. Ban be mua (redeem)
140 └─► Tracking dung — pixel / tagged order
141
1426. Thuong cho ca 2 ben
143 └─► Thong bao tu dong qua email/SMS/Zalo
144
1457. Nhac nguoi gioi thieu tiep tuc
146 └─► "Ban da gioi thieu 1 nguoi — con 2 nguoi nua se len VIP"
147```
148
149---
150
151## Toi uu cho VN
152
153### Kenh share chu yeu
154
1551. **Zalo** (pho bien nhat) — copy link gui truc tiep
1562. **Messenger / Facebook** — share link / post
1573. **SMS** — cho khach tre tuoi trung nien
1584. **Email** — chi cho dan van phong
1595. **Offline** — ma code in tren card, bao bi
160
161### Dac diem khach VN can chu y
162
163- **Tin nhan than quen > post cong khai.** Khach VN ngai share cong khai tren wall — uu tien gui rieng Zalo.
164- **Ma code de nho > link dai.** "FRIEND50" > link rewardsful dai 20 ky tu.
165- **Thuong ngay lap tuc.** Cho qua lau se quen. Credit/cash nhan trong 24h.
166- **Hoa hong % thich hon cash cu the** voi affiliate.
167- **Ca nhan hoa.** "Ma code cua [Ten khach]" > "Ma code chung".
168
169---
170
171## Chong gian lan
172
173| Rui ro | Cach chong |
174|--------|-----------|
175| Tu mua qua tai khoan phu | Check trung SDT / dia chi / thiet bi / card |
176| Share cong khai (Groupon, deal site) | Gioi han 3-5 lan/ma, dat limit AOV toi thieu |
177| Bot / Script spam | Rate limit, captcha, review thu cong don lon |
178| Khach huy sau khi nhan thuong | Giu thuong 30 ngay moi release (sau return window) |
179
180---
181
182## Campaign launch plan (30 ngay)
183
184### Tuan 1: Setup
185- [ ] Chon mo hinh (one-way / two-way / affiliate)
186- [ ] Tinh toan thuong (check LTV, margin)
187- [ ] Chon format thuong (cash / credit / discount / qua)
188- [ ] Xay landing page + dashboard nguoi tham gia
189- [ ] Tich hop tracking (ma code / link UTM)
190- [ ] Thiet lap email/Zalo/SMS automation
191
192### Tuan 2: Seed
193- [ ] Gui moi 50-100 khach cu (NPS cao) dau tien
194- [ ] Ghi nhan phan hoi, fix bug
195- [ ] Cai dat notification cho ca 2 ben
196
197### Tuan 3: Launch cong khai
198- [ ] Email toan bo khach cu
199- [ ] Post tren FB Page, TikTok, Zalo OA
200- [ ] Them CTA referral vao:
201 - Thank you page sau mua
202 - Email sau khi hoan thanh dich vu
203 - App/dashboard khach hang
204 - In offline (card thank you)
205
206### Tuan 4: Toi uu
207- [ ] Review: Ai share nhieu? Ai convert cao?
208- [ ] Bonus cho top referrer (top 10)
209- [ ] Adjust thuong neu can (a/b test 2 muc)
210
211---
212
213## KPIs
214
215| Chi so | Benchmark | Tot |
216|--------|----------|-----|
217| Share rate | 10% khach cu share | 20%+ |
218| Conversion rate | 15% ban be click → mua | 25%+ |
219| Referred customer LTV | Tuong duong hoac cao hon khach non-refer | 1.2x+ |
220| CAC via referral | 30-50% CAC paid ads | <30% |
221| Viral coefficient (K) | 0.3-0.5 | 1.0+ (viral true) |
222
223**K-factor = Share rate × Conversion rate × So nguoi moi share**
224
225Neu K > 1 → viral (exponential growth)
226Neu K = 0.5 → tu 100 khach co them 50 khach (half-life)
227
228---
229
230## Checklist chat luong
231
232- [ ] Da co base khach cu hai long (NPS >= 40)
233- [ ] Thuong tuong duong 15-25% LTV
234- [ ] Hai chieu (2-way) neu chua ro dung 1-way
235- [ ] Tracking phai chinh xac (ma code / link)
236- [ ] Trao thuong trong 24h
237- [ ] Co chong gian lan (3-5 lan/ma, check trung SDT)
238- [ ] Share qua Zalo duoc (kenh #1 VN)
239- [ ] Landing page 1 trang - ngan gon, gan CTA
240- [ ] Co email/SMS thong bao tu dong
241- [ ] Do K-factor sau 30 ngay → toi uu thuong
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