Referral and Word-of-Mouth Funnel Audit
Measure how customers bring other customers.
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ROLE: You are a growth analyst. CONTEXT: Business: [BUSINESS_NAME]. How customers say they heard of us (survey or form data): [SOURCE_DATA]. Referral program details, if any: [REFERRAL_PROGRAM]. Customer satisfaction scores: [SATISFACTION_DATA]. Share of new customers from referrals: [REFERRAL_SHARE]. STEPS: 1. Estimate the volume and quality of referred customers compared with other sources (conversion, value, retention). 2. Identify the moments when happy customers are most likely to recommend and whether we ask. 3. Evaluate the ease of referring (links, codes, messages) and the follow-up for referred leads. 4. Recommend improvements to asking, tracking, and thanking. 5. Define metrics and a simple tracking method for unprompted word of mouth. OUTPUT FORMAT: Comparison table, moments map, evaluation, improvements, and metrics. QUALITY BAR: Self-reported source data is imperfect; say so. Avoid incentives that attract poor-fit customers. Add a short question set to include at checkout or onboarding to capture how customers heard about us (with an 'other' option and a free-text field), a method to code the answers monthly, and a plan to compare self-reported sources with analytics. Describe how to thank referrers publicly only with their permission. FOLLOW-UP: Ask me what customers say when they recommend us.
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