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-program3description: 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.4license: MIT5---6
7# Referral Program
8
9## Thu thap thong tin
10
11### Buoc 0: Kiem tra context
12Doc `.agents/product-marketing-context.md` neu co.
13
14### Buoc 1: Hoi user
151. **Loai san pham?** (One-time purchase / Subscription / Service / Khoa hoc)
162. **AOV trung binh? LTV?**
173. **Da co khach cu bao nhieu?** (Referral can co base khach thich san pham)
184. **Muc tieu?** (So khach moi / Giam CAC / Tang LTV khach cu)
19
20---
21
22## Referral hoat dong tot khi nao?
23
24**Tot:**
25- NPS >= 40 (khach thich san pham)
26- Khach co ly do tu nhien de chia se (ket qua visible, social currency)
27- San pham co use case "giong nhau cua ban be"
28- AOV du cao de hoa duoc thuong
29
30**Khong tot:**
31- Khach chua hai long (NPS < 20)
32- San pham nhay cam (tai chinh, suc khoe rieng tu)
33- AOV qua thap (thuong khong boi duoc cong gioi thieu)
34
35---
36
37## 3 Mo hinh referral
38
39### 1. One-way (1 chieu)
40
41**Nguoi gioi thieu nhan thuong. Nguoi duoc gioi thieu khong.**
42
43**Khi dung:**
44- San pham da duoc yeu thich — nguoi duoc gioi thieu se mua du khong co uu dai
45- AOV cao → thuong phai xung dang
46
47**Vi du VN:**
48- Shopee: Gioi thieu ban ma → ban ma mua → minh duoc 50K xu
49- Grab: Refer ma → ban dung → minh duoc 100K
50
51### 2. Two-way (2 chieu) — PHO BIEN NHAT
52
53**Ca nguoi gioi thieu va nguoi duoc gioi thieu cung nhan thuong.**
54
55**Khi dung:** 80% case nen dung cai nay — tam ly khach thich "ca hai cung loi".
56
57**Vi du VN:**
58- Tiki: Gioi thieu → ban moi giam 50K, minh cung duoc 50K
59- VP Bank: Moi ban mo the → ca hai duoc 200K
60- Spa: Gioi thieu khach moi → minh free facial, ban moi giam 30%
61
62**Cau truc uu dai:**
63```
64Nguoi gioi thieu: Discount lan sau / credit / qua tang / free service
65Nguoi duoc gioi thieu: Discount lan dau / bonus / free trial
66```
67
68### 3. Multi-tier (Affiliate)
69
70**Nguoi gioi thieu nhan % hoa hong theo doanh so.**
71
72**Khi dung:**
73- SaaS / khoa hoc / san pham gia cao
74- Co he thong tracking (link affiliate, coupon code)
75- Muon thu hut influencer / partner
76
77**Cau truc VN pho bien:**
78- Tier 1: 10-20% doanh so don dau
79- Tier 2: 5-10% cac don tiep theo trong 90 ngay
80- Cap tren cao nhat: 30% cho super affiliate
81
82---
83
84## Mechanics chi tiet
85
86### Thuong gia bao nhieu?
87
88**Cong thuc:**
89```
90Thuong = 15-25% LTV khach moi
91```
92
93**Vi du:**
94- LTV khach spa = 3,000,000 → Thuong cao nhat: 750K (25%)
95- Chia: 375K cho nguoi gioi thieu + 375K cho nguoi moi
96- Hoac: 500K credit gioi thieu + 20% discount lan dau cho nguoi moi
97
98**Kho phai tinh ca:**
99- Chi phi thuong (out of pocket hoac discount?)
100- Thue chuyen tien (neu la cash)
101- Admin fee (theo doi, thanh toan)
102
103### Format thuong
104
105| Format | Pros | Cons | Phu hop |
106|--------|------|------|--------|
107| Cash | Dong luc cao | Cao chi phi | B2B, affiliate |
108| Credit (tai khoan) | Giu khach lai | Khach it quan tam neu khong mua lai | Subscription |
109| Discount | Chi tra khi mua | Khach co the khong quay | E-commerce |
110| Free product/service | Tang LTV | Gioi han gia tri | Service, spa |
111| Qua tang vat ly | Noi bat, chia se | Phuc tap logistics | Beauty, F&B |
112| Point / Rewards | Tao habit | Can he thong phuc tap | Retailer lon |
113
114---
115
116## Referral flow 7 buoc
117
118```
1191. Khach co trai nghiem tot
120 └─► NPS >= 7 → hoi "co muon gioi thieu?"
121
1222. Cung cap link/code de gioi thieu
123 └─► Link rieng moi khach (tracking) hoac code dep (de nho)
124
1253. Khach chia se den ban be
126 └─► Qua Zalo, Messenger, SMS, email, copy link
127
1284. Ban be click link / nhap code
129 └─► Landing page don gian, rõ uu dai
130
1315. Ban be mua (redeem)
132 └─► Tracking dung — pixel / tagged order
133
1346. Thuong cho ca 2 ben
135 └─► Thong bao tu dong qua email/SMS/Zalo
136
1377. Nhac nguoi gioi thieu tiep tuc
138 └─► "Ban da gioi thieu 1 nguoi — con 2 nguoi nua se len VIP"
139```
140
141---
142
143## Toi uu cho VN
144
145### Kenh share chu yeu
146
1471. **Zalo** (pho bien nhat) — copy link gui truc tiep
1482. **Messenger / Facebook** — share link / post
1493. **SMS** — cho khach tre tuoi trung nien
1504. **Email** — chi cho dan van phong
1515. **Offline** — ma code in tren card, bao bi
152
153### Dac diem khach VN can chu y
154
155- **Tin nhan than quen > post cong khai.** Khach VN ngai share cong khai tren wall — uu tien gui rieng Zalo.
156- **Ma code de nho > link dai.** "FRIEND50" > link rewardsful dai 20 ky tu.
157- **Thuong ngay lap tuc.** Cho qua lau se quen. Credit/cash nhan trong 24h.
158- **Hoa hong % thich hon cash cu the** voi affiliate.
159- **Ca nhan hoa.** "Ma code cua [Ten khach]" > "Ma code chung".
160
161---
162
163## Chong gian lan
164
165| Rui ro | Cach chong |
166|--------|-----------|
167| Tu mua qua tai khoan phu | Check trung SDT / dia chi / thiet bi / card |
168| Share cong khai (Groupon, deal site) | Gioi han 3-5 lan/ma, dat limit AOV toi thieu |
169| Bot / Script spam | Rate limit, captcha, review thu cong don lon |
170| Khach huy sau khi nhan thuong | Giu thuong 30 ngay moi release (sau return window) |
171
172---
173
174## Campaign launch plan (30 ngay)
175
176### Tuan 1: Setup
177- [ ] Chon mo hinh (one-way / two-way / affiliate)
178- [ ] Tinh toan thuong (check LTV, margin)
179- [ ] Chon format thuong (cash / credit / discount / qua)
180- [ ] Xay landing page + dashboard nguoi tham gia
181- [ ] Tich hop tracking (ma code / link UTM)
182- [ ] Thiet lap email/Zalo/SMS automation
183
184### Tuan 2: Seed
185- [ ] Gui moi 50-100 khach cu (NPS cao) dau tien
186- [ ] Ghi nhan phan hoi, fix bug
187- [ ] Cai dat notification cho ca 2 ben
188
189### Tuan 3: Launch cong khai
190- [ ] Email toan bo khach cu
191- [ ] Post tren FB Page, TikTok, Zalo OA
192- [ ] Them CTA referral vao:
193 - Thank you page sau mua
194 - Email sau khi hoan thanh dich vu
195 - App/dashboard khach hang
196 - In offline (card thank you)
197
198### Tuan 4: Toi uu
199- [ ] Review: Ai share nhieu? Ai convert cao?
200- [ ] Bonus cho top referrer (top 10)
201- [ ] Adjust thuong neu can (a/b test 2 muc)
202
203---
204
205## KPIs
206
207| Chi so | Benchmark | Tot |
208|--------|----------|-----|
209| Share rate | 10% khach cu share | 20%+ |
210| Conversion rate | 15% ban be click → mua | 25%+ |
211| Referred customer LTV | Tuong duong hoac cao hon khach non-refer | 1.2x+ |
212| CAC via referral | 30-50% CAC paid ads | <30% |
213| Viral coefficient (K) | 0.3-0.5 | 1.0+ (viral true) |
214
215**K-factor = Share rate × Conversion rate × So nguoi moi share**
216
217Neu K > 1 → viral (exponential growth)
218Neu K = 0.5 → tu 100 khach co them 50 khach (half-life)
219
220---
221
222## Checklist chat luong
223
224- [ ] Da co base khach cu hai long (NPS >= 40)
225- [ ] Thuong tuong duong 15-25% LTV
226- [ ] Hai chieu (2-way) neu chua ro dung 1-way
227- [ ] Tracking phai chinh xac (ma code / link)
228- [ ] Trao thuong trong 24h
229- [ ] Co chong gian lan (3-5 lan/ma, check trung SDT)
230- [ ] Share qua Zalo duoc (kenh #1 VN)
231- [ ] Landing page 1 trang - ngan gon, gan CTA
232- [ ] Co email/SMS thong bao tu dong
233- [ ] Do K-factor sau 30 ngay → toi uu thuong
gabrielmoreira