Customers don’t just recommend a product because they like it. If liking were enough, our jobs as marketers would be much simpler. Instead, referrals are driven by deeper, more strategic motivations.
Firstly, referrals are about status. When your customers share your product, they’re not just saying they like it; they’re signaling their own insight and forward-thinking to their network. It’s a subtle boast about the quality of their choices and the exclusiveness of their access.
Secondly, customers refer to build social currency. Recommending a useful product or service positions them as a go-to resource among their peers. They're seen as helpful, in-the-know. It’s about being perceived as valuable, not just valuing the product.
Lastly, there’s something in it for them too, beyond good feelings. Many referral programs offer extended features or savings that aren’t available otherwise. This isn’t just about saving money; it’s about unlocking premium experiences that enhance their interaction with the product, making it integral to their daily lives.
So, when we measure customer satisfaction or the likelihood of referrals through metrics like NPS, we’re scratching the surface. These metrics might tell us if customers like us, but not if they will promote us. True promotion? That's a completely different matter. Like many other human motivations, it fundamentally involves looking out for oneself, but done in a manner that appears generous.
As marketers, it's crucial to understand these dynamics. Our challenge isn't just to satisfy customers but to elevate their status, enrich their network, and enhance their experience. Only then do we turn happy customers into active promoters.