Multi-audience referral incentive programme grows revenue and expands market share
How a leading telecom company automated the referral process and gained customers by using segmented engagement strategies to incent internal and partner audiences.
A top telecom brand faced fierce competition and customer churn. To combat the business challenges, they wanted to increase revenue and grow market share through referrals from employees, customers and independent channel partners.
But without a centralised system or referral process, harnessing the full potential of multiple audiences posed a significant challenge. The organisation sought a solution that could:
- Integrate with existing internal systems
- Create a seamless experience for referring partners and their sales representatives
- Optimise programme performance for long-term engagement with collaborative, ongoing reviews
The telecom brand chose ITA Group as a consultive partner capable of managing complexities and delivering a technology solution backed by a scalable strategy.
Tailoring earning structures based on audience type
Five distinct audiences (a mix of external partners, customers and employees) added up to 100,000+ participants, all with relationships that could generate customer referrals and grow the business. Potential referrers wanted an easy-to-use submission and tracking process, while sales reps preferred leads to arrive in their CRM like any other opportunity.
With no existing earning structure or awards in place, building a referral community hinged on delivering relevant experiences for all audiences. To accommodate various audience needs, user research like discovery and programme design strategy sessions took place before implementing programme rules.
Based on the findings, tailored earning structures, customised technology, segmented communications, and well-aligned awards and recognition helped meet audience expectations while motivating each participant to promote the brand and support sales. This helped cut through the complexity of managing multiple audiences while also capturing referrers’ attention.
![examples of communications tailored to channel program audiences]()
Automating referral workflows to maximise sales potential
Prior to programme implementation, the organisation operated referrals on outdated forms routed through emails. The new, streamlined referral platform replaced manual processes with automatic referral routing through various workflows, offered local variations, and efficiently handled complex participating audiences, while also updating their internal CRM. This strategy set up a positive experience from partner recruitment to rewarding for closed sales.
Benefits of a streamlined referral platform
- Pre-configured programme rules informed automated routing
- Warm leads automatically distributed to assigned sales reps
- Referral data refreshed every few minutes
- Numerous integrations allowed for timely status updates, so reps quickly became aware of opportunities and could track the process
- Reps could view all associated leads and information in the sales CRM and stay in sync with submitters
Referral workflow
Mapping processes between the referral portal and the CRM clarified back-end integrations that simplified administration.
Program communications explained how to use the platform.
Communications also detailed how to get the most from the program.
![example of channel incentive programme on ipad]()
Regular touchpoint emails help to keep the programme top of mind.
Segmenting communications for ongoing engagement
Creating a strong value proposition for all audiences helped advance goals through regular touchpoint emails, keeping the programme top of mind. Current business needs and trends guided the segmented content, while refamiliarsing participants with system features and prompting them to log in to the portal to:
- Submit new referrals
- Track submitted referrals
- View or update payout information
- Contact their assigned sales representative
These touchpoints are part of an ongoing feedback ecosystem that uses participant data to inform programme changes and enhancements.
Sustaining programme engagement to realise results
The brand infused a top performer loyalty programme to not only attract and retain top performers, but also drive incremental leads and sales activities. And it’s making an impact. Ongoing analysis of programme results and participant engagement ensures the programme remains relevant in an ever-evolving industry.
Leveraging warm referrals from multiple audiences yields incredible results. The 11:1 lifetime programme ROI is proof that investing in a referral programme demonstrates a real return. The referral programme produces higher quality monthly recurring revenue quicker and easier than other methods.