Reward Structuring with the Webo SaaS

• The Core Problem: The eBook reports that over 80% of referral programmes fail because of irrelevant rewards. Its central lesson is to understand what customers value and match rewards to those desires.
• The Opportunity: The eBook states that over 80% of delighted customers are willing to refer, while only about 29% actually do. Making participation easy and rewarding is presented as the way to close that gap.
• The Multiplier Effect: The eBook describes a social sharing reach multiplier of over 1:200, illustrating potential reach of 20,000–35,000 people when 100 customers share.
• The Goal: Structure rewards that help satisfied customers become active advocates, using the Webo SaaS to organise and automate programme activities.

The Webo SaaS supports different programme designs that can be used individually or in combination.

• Transaction-Based: A simple model such as "Your tenth coffee is free."
• Activity-Based: Recognise participation in activities such as social sharing or completing quizzes.
• Spend or Points-Based Tiers: Customers progress through levels such as Silver, Gold and Platinum, unlocking benefits as they qualify.
• Category-Based: Organise offers around customer groups such as families, business executives or pensioners.
• Combination Systems: Use more than one qualification criterion, such as a minimum spend and a minimum number of transactions.

Loyalty Status and Referral Status

Loyalty Status — Fan Levels: Reflects purchases, points or other loyalty criteria: what customers buy.

Referral Status — Action-Based Roles: Reflects participation: what customers do.

• Advisor: Contributes reviews and feedback.
• Advocate: Shares content through social media.
• Ambassador: Makes successful one-to-one referrals where both parties benefit.

1. Make Rewards Relevant: Tailor rewards to specific customer groups and what they value.
2. Keep Participation Convenient: Make earning, gifting and redeeming rewards straightforward. The Webo Communicator App brings these activities to the customer's phone.
3. Offer Meaningful Value: Consider useful information, exclusive access and memorable experiences alongside financial incentives.
4. Create Two-Way Rewards: Give the referring customer and the new customer a reason to participate.
5. Segment Your Audience: Use relevant offers for groups such as families or executives to encourage referrals among people with similar needs.

The following illustrative ideas show how rewards can be adapted to different businesses.

Jewellery Stores

• A "Something Borrowed" programme allowing qualifying VIP customers to borrow jewellery for events.
• A "Five Charm Friendship Bracelet" that grows as friends make purchases.

Restaurants

• A secret menu for advocates who share a dish on social media.
• Waitron photo competitions and invitations to contribute customer feedback.

Lodges and Hotels

• A loyalty programme based on nights booked, with a qualifying holiday reward.
• A "What's Good" app with local attractions and bucket-list experiences.

Law Firms

• A wedding planner contact list providing useful information for couples.
• A resource app giving corporate clients quick access to relevant legal and regulatory information.

Shopping Centres

• A shared app bringing participating stores' offers together and making it easier for customers to discover and share them.

• Connected Marketing Tools: Coupon, Loyalty and Referral Marketing work within a four-channel approach covering websites, apps, blogs and social media.
• Automation: Organise points, status, customer accounts and sharing activities through the platform.
• Customisation and Support: Programme design is supported by the Webo Academy, implementation roadmaps and Getting Started eBooks. The source also describes live chat support for DIY, DwY and B4U subscribers.
• Private Customer Accounts: Customers can track their points, status and available rewards in their own account.