Description

Customers who are fully engaged recommend the product or service to others, who also engage. Examples include the First Direct bank, which does business through call centers and the Internet. Thirty percent of their new customers come from existing customers. In its early years, JetBlue acquired 60 percent of its customers from recommendations of existing customers. Skype, the free Internet-based telephone service that sold for $3 billion after less than three years, won almost all of its customers through customer recommendations. In fact, Skype’s policy was not to advertise at all.