18 Referral Program

---
name: 18-referral-program
description: "Khi nguoi dung can thiet ke chuong trinh gioi thieu bạn be (referral program), affiliate, hoac word-of-mouth. Cung dung khi nguoi dung nhac 'referral program', 'chuong trinh gioi thieu', 'affiliate', 'word of mouth', 'hoa hong gioi thieu', 'ma moi ban', 'giam gia khi gioi thieu'. Skill nay thiet ke referral mechanics (thuong 1 chieu / 2 chieu), tracking, chong gian lan, va campaign launch — toi uu cho thi truong VN."
metadata:
  version: 1.0.0
  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
1. **Loai san pham?** (One-time purchase / Subscription / Service / Khoa hoc)
2. **AOV trung binh? LTV?**
3. **Da co khach cu bao nhieu?** (Referral can co base khach thich san pham)
4. **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

1. **Zalo** (pho bien nhat) — copy link gui truc tiep
2. **Messenger / Facebook** — share link / post
3. **SMS** — cho khach tre tuoi trung nien
4. **Email** — chi cho dan van phong
5. **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
- [ ] Chon mo hinh (one-way / two-way / affiliate)
- [ ] Tinh toan thuong (check LTV, margin)
- [ ] Chon format thuong (cash / credit / discount / qua)
- [ ] Xay landing page + dashboard nguoi tham gia
- [ ] Tich hop tracking (ma code / link UTM)
- [ ] Thiet lap email/Zalo/SMS automation

### Tuan 2: Seed
- [ ] Gui moi 50-100 khach cu (NPS cao) dau tien
- [ ] Ghi nhan phan hoi, fix bug
- [ ] Cai dat notification cho ca 2 ben

### Tuan 3: Launch cong khai
- [ ] Email toan bo khach cu
- [ ] Post tren FB Page, TikTok, Zalo OA
- [ ] Them CTA referral vao:
  - Thank you page sau mua
  - Email sau khi hoan thanh dich vu
  - App/dashboard khach hang
  - In offline (card thank you)

### Tuan 4: Toi uu
- [ ] Review: Ai share nhieu? Ai convert cao?
- [ ] Bonus cho top referrer (top 10)
- [ ] Adjust thuong neu can (a/b test 2 muc)

---

## 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

- [ ] Da co base khach cu hai long (NPS >= 40)
- [ ] Thuong tuong duong 15-25% LTV
- [ ] Hai chieu (2-way) neu chua ro dung 1-way
- [ ] Tracking phai chinh xac (ma code / link)
- [ ] Trao thuong trong 24h
- [ ] Co chong gian lan (3-5 lan/ma, check trung SDT)
- [ ] Share qua Zalo duoc (kenh #1 VN)
- [ ] Landing page 1 trang - ngan gon, gan CTA
- [ ] Co email/SMS thong bao tu dong
- [ ] Do K-factor sau 30 ngay → toi uu thuong