the r-factor: getting customers through customers

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The R-‐Factor: Ge/ng Customers through Customers

Sco+ Samios, Extole

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Imagine your ideal adver0sing partner.

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Targeted

Your ideal adver0sing partner

Yes No

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Targeted Personalized


Yes No

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Targeted Personalized Effec0ve in every channel, including offline


Yes No

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Targeted Personalized Effec0ve in every channel, including offline Acquire customers who have a higher LTV


Yes No

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Targeted Personalized Effec0ve in every channel, including offline Acquire customers who have a higher LTV Acquire customers who give you higher NPS Drive reten0on Reac0vate dormant customers


Yes No

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Targeted Personalized Effec0ve in every channel, including offline Acquire customers who have a higher LTV Acquire customers who give you higher NPS Drive reten0on Reac0vate dormant customers


Yes No

*Checkbox graphic created by Frederick Allen from the Noun Project

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Your exis9ng customers are your best adver0sing partner.

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More customers, beQer customers

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What is a “beQer” customer?

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What is a “beQer” customer? For AAA...

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What is a “beQer” customer? For a leading bank...

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What is a “beQer” customer?

#1 source of new to file Significant source of 36 – 48mo re-‐ac0va0ons

3x conversion rate

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And the gold standard of customer quality…

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And the gold standard of customer quality… They are more likely to refer new customers.

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0%

5%

9%

14%

18%

Cust 1 Cust 2

3.2x

5.3x

We call it R-‐Factor The rate at which a customer

refers other customers

Retailer 1 Retailer 2

Other channels

Other channels

Referral channel

Referral channel

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Every customer is a prospec0ve advocate.

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This is your new channel

Email Referral Search

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% CTR

Advocates

Shares

Conversions

% advocacy rate % advocacy rate

# per advocate # per advocate

% CTR

# #

1.88x

52.6%

6.19%

18%

2.5x

47.0%

7.4%*

12.4%

*Based on Extole 3/1 Retail Benchmarks

Friend visits

It is measurable

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It can be op9mized

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Web

Social

Mobile

Discovery Considera0on Purchase Reten0on

Email

Offline

It is cross-‐device...and everywhere

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You can ask for a referral in the product itself

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… and in the app

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“Best giDs, at great prices.”

“Get decently priced, monogrammed giDs from Kipling!”

“Hi check out on this product. If you want a new bag think about Kipling. Now you can have $15 discount if you make purchase of $75 or more. “

“You have just received $15 from Silvia. Spend it here on any Handbag Backpack or much much more. Merry Christmas”

“These are awesome bags!!!!!”

“Awesome site, just saved 14% for date night”

“Mo, shut the front door. this is nuts!!!!!!!!!!!”

It is personal

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Yo dog: I'm sending you a referral for Carbonite. They have a deal now where they're giving 20% off a 2 year subscription and 30% off a 3 year subscription for new clients only. AND, if you sign up via this referral, we BOTH get a $20 gift card to apply to our accounts. I realize I sound like a Carbonite sales guy right now, but it's me, I'm writing this. I'm going to prove it by calling you a bitch. Bitch. --Rex

… some0mes too personal

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And we can target real customers

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especially when they become #superadvocates

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How does Extole help you find beQer customers?

Plagorm. Experience.

Provide Instant Benefits Create & measure

“referral impressions” to create a true acquisition channel.

Realtime rewards, automated quality scoring and fraud detection to create instant gratification for both friends & referrers.

Make it Easy Create a truly frictionless sharing experience. Registration & logins kill conversion.

Promote Referrals Everywhere

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