{"id":7315,"date":"2023-11-10T15:49:54","date_gmt":"2023-11-10T07:49:54","guid":{"rendered":"https:\/\/www.moneythor.com\/?p=7315"},"modified":"2024-07-22T11:56:19","modified_gmt":"2024-07-22T03:56:19","slug":"programas-de-referencia-en-banca","status":"publish","type":"post","link":"https:\/\/www.moneythor.com\/es\/tecnologia\/banca-digital\/programas-de-referencia-en-banca\/","title":{"rendered":"Una gu\u00eda para lanzar programas de recomendaciones exitosos para la banca"},"content":{"rendered":"\t<div id=\"gap-1492296257\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1492296257 {\n  padding-top: 30px;\n}\n<\/style>\n\t<\/div>\n\t\n<h1><span style=\"color: #f99b1c; background-color: #ffffff;\">The value of incentivised referrals<\/span><\/h1>\n<p><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">With many financial institutions vying for market share, the pressure to distinguish oneself from competition is high. Simply offering basic banking services is no longer enough. Both traditional and digital banks must constantly adapt and innovate in order to attract new customers. Innovative strategies are the key to standing out in this crowded market.<\/span><\/p>\n<div class=\"row\"  id=\"row-1092982039\">\n\n\t<div id=\"col-103937436\" class=\"col medium-8 small-12 large-8\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Acquiring new customers is not just a strategic choice for banks; it&#8217;s essential for revenue growth. As banks expand their customer base, they tap into a wider pool of depositors, borrowers, and investors, ultimately leading to increased income streams. Statistics consistently underline the direct correlation between customer acquisition and financial success. Research reveals that banks with successful customer acquisition strategies experience higher profit margins and greater long-term financial stability. In an era where the financial industry is continually evolving, the ability to attract and retain new customers is a linchpin for sustained revenue growth, making it imperative for banks to prioritise effective acquisition strategies in their operational models.<\/span><\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-103937436 > .col-inner {\n  padding: 0px 0px 0px 0px;\n  margin: 0px 0px -34px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-497005327\" class=\"col medium-4 small-12 large-4\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n\t<div class=\"img has-hover x md-x lg-x y md-y lg-y\" id=\"image_1926400670\">\n\t\t<a class=\"\" href=\"#whitepaper-download\" target=\"_blank\" rel=\"noopener\" >\t\t\t\t\t\t<div class=\"img-inner dark\" >\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"724\" height=\"1024\" src=\"https:\/\/www.moneythor.com\/wp-content\/uploads\/2023\/11\/Guide-Download-Pic-6-724x1024.png\" class=\"attachment-large size-large\" alt=\"Guide Download referrals\" srcset=\"https:\/\/www.moneythor.com\/wp-content\/uploads\/2023\/11\/Guide-Download-Pic-6-724x1024.png 724w, https:\/\/www.moneythor.com\/wp-content\/uploads\/2023\/11\/Guide-Download-Pic-6-424x600.png 424w, https:\/\/www.moneythor.com\/wp-content\/uploads\/2023\/11\/Guide-Download-Pic-6-768x1086.png 768w, https:\/\/www.moneythor.com\/wp-content\/uploads\/2023\/11\/Guide-Download-Pic-6-1086x1536.png 1086w, https:\/\/www.moneythor.com\/wp-content\/uploads\/2023\/11\/Guide-Download-Pic-6-1448x2048.png 1448w, https:\/\/www.moneythor.com\/wp-content\/uploads\/2023\/11\/Guide-Download-Pic-6.png 1587w\" sizes=\"auto, (max-width: 724px) 100vw, 724px\" \/>\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/a>\t\t\n<style>\n#image_1926400670 {\n  width: 100%;\n}\n<\/style>\n\t<\/div>\n\t\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n<\/div>\n<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Banks are exploring new avenues, such as incentivised referrals and Member-Get-Member (MGM) programs, to gain a competitive edge and increase the success of their acquisition strategies. Incentivised referrals involve rewarding existing customers (Existing To Bank or ETB) for referring new ones (New To Bank or NTB). This guide explores why such referrals can be a crucial tool for customer acquisition in banks when implemented correctly, and provides actionable insights on how to implement a successful referral program.<\/span><\/p>\n<div class=\"is-divider divider clearfix\" style=\"margin-top:3.0em;margin-bottom:3.0em;max-width:50px;height:4px;background-color:rgb(246, 156, 97);\"><\/div>\n\t<div id=\"text-3399368426\" class=\"text\">\n\t\t\n<h2><span style=\"color: #f99b1c;\">What are incentivised referrals?<\/span><\/h2>\n\t\t\n<style>\n#text-3399368426 {\n  color: rgb(0,0,0);\n}\n#text-3399368426 > * {\n  color: rgb(0,0,0);\n}\n<\/style>\n\t<\/div>\n\t\n\t<div id=\"gap-1100750284\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1100750284 {\n  padding-top: 30px;\n}\n<\/style>\n\t<\/div>\n\t\n<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Incentivised referrals are when existing customers are motivated to recommend a bank&#8217;s products or services to their friends, family, or acquaintances. This process capitalises on the trust and credibility established within personal networks, as referrals from known sources are often more compelling to potential customers.<\/span><\/p>\n<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">The role of incentivised referrals is to leverage this trust to amplify a bank&#8217;s reach, attract new customers, and foster growth. In the banking industry, referral incentives can take various forms, such as cash rewards, interest rate bonuses, waived fees, vouchers, lucky draw chances or<\/span> <span class=\"OYPEnA text-decoration-none text-strikethrough-none\">exclusive account benefits for both the referrer and referee. These incentives serve as tangible rewards for loyal customers, encouraging them to actively participate in expanding the bank&#8217;s customer base, while simultaneously providing attractive perks to new customers, thereby creating a win-win scenario for all parties involved.<\/span><\/p>\n<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Incentivised referrals are highly effective due to the intrinsic trust and credibility associated with referrals from friends and f<\/span><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">amily. When individuals receive recommendations from their trusted social circles, it triggers a sense of reliability and assurance, making them more inclined to explore the recommended bank&#8217;s offerings.<\/span><\/p>\n<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">The psychological principle of social proof, wherein people tend to follow the actions of those they trust, comes into play here. Additionally, the introduction of incentives adds an extra layer of motivation, making the referrer more likely to advocate for the bank, while the referee, enticed by the promised rewards, is more likely to take action. This synergy of trust, social influence, and rewards makes incentivised referrals a powerful strategy in many industries including banking, fostering not only customer acquisition but also brand loyalty and long-term relationship banking, fostering not only customer acquisition but also brand loyalty and long-term relationships.<\/span><\/p>\n<div class=\"is-divider divider clearfix\" style=\"margin-top:3.0em;margin-bottom:3.0em;max-width:50px;height:4px;background-color:rgb(246, 156, 97);\"><\/div>\n<h2><span style=\"color: #f99b1c;\">What are the benefits of incentivised referrals?<\/span><\/h2>\n\t<div id=\"gap-2064960827\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-2064960827 {\n  padding-top: 30px;\n}\n<\/style>\n\t<\/div>\n\t\n\t<div class=\"img has-hover x md-x lg-x y md-y lg-y\" id=\"image_459105403\">\n\t\t\t\t\t\t\t\t<div class=\"img-inner dark\" >\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"100\" height=\"100\" src=\"https:\/\/www.moneythor.com\/wp-content\/uploads\/2023\/11\/Personalised-Insights-Financial-Management-17.png\" class=\"attachment-thumbnail size-thumbnail\" alt=\"Cost efficient referrals\" \/>\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\n<style>\n#image_459105403 {\n  width: 7%;\n}\n<\/style>\n\t<\/div>\n\t\n<h3 class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\" style=\"color: #f99b1c;\">Cost-efficiency<\/span><\/h3>\n<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">In the realm of customer acquisition, incentivised referrals are inherently cost-effective compared to traditional marketing channels. Unlike expensive advertising campaigns or extensive outreach efforts, referral programs leverage the existing customer base, effectively transforming loyal clients into brand advocates. This not only reduces the need for substantial advertising budgets but also results in a more efficient allocation of resources. With incentivised referrals, banks can channel their investments more directly towards rewarding their existing customers for successful referrals, rather than pouring vast sums into broad marketing initiatives.<\/span><\/p>\n\t<div id=\"gap-1622583141\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1622583141 {\n  padding-top: 30px;\n}\n<\/style>\n\t<\/div>\n\t\n\t<div class=\"img has-hover x md-x lg-x y md-y lg-y\" id=\"image_1434783664\">\n\t\t\t\t\t\t\t\t<div class=\"img-inner dark\" >\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"100\" height=\"100\" src=\"https:\/\/www.moneythor.com\/wp-content\/uploads\/2023\/11\/Personalised-Insights-Financial-Management-18.png\" class=\"attachment-thumbnail size-thumbnail\" alt=\"Engaging referrals\" \/>\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\n<style>\n#image_1434783664 {\n  width: 7%;\n}\n<\/style>\n\t<\/div>\n\t\n<h3 class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\" style=\"color: #f99b1c;\">Improved customer loyalty<\/span><\/h3>\n<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Implementing incentivised referral programs in banks not only helps attract new customers but also enhances the loyalty of the existing customer base. When customers actively participate in referring friends and family, they become more invested in the bank&#8217;s success and reputation. This increased sense of involvement tends to translate into greater loyalty, as these referrers are more likely to stay engaged and satisfied with the bank&#8217;s services. Moreover, their personal stake in the bank&#8217;s growth encourages them to explore other products and services, thus opening doors for cross-selling and upselling opportunities. The bank can capitalize on this trust and loyalty to introduce additional offerings, which are more likely to be well-received, further boosting revenue and solidifying long-term customer relationships.<\/span><\/p>\n<div class=\"is-divider divider clearfix\" style=\"margin-top:3.0em;margin-bottom:3.0em;max-width:50px;height:4px;background-color:rgb(246, 156, 97);\"><\/div>\n<h2><span style=\"color: #f99b1c;\">How to implement a successful incentivised referral program?<\/span><\/h2>\n\t<div id=\"gap-221591407\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-221591407 {\n  padding-top: 30px;\n}\n<\/style>\n\t<\/div>\n\t\n<p class=\"cvGsUA align-justify para-style-body direction-ltr\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Referral programs are not new. Most banks have trialled some version of a referral or Member-Get-Member program with varying degrees of success. So why should banks focus on referrals now? And what should be done differently to ensure they are successful?<\/span><\/p>\n<h3 class=\"cvGsUA direction-ltr align-start para-style-body\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\" style=\"color: #f99b1c;\">Leverage the referrer \/ referee relationship<\/span><\/h3>\n<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Leveraging the referrer\/referee relationship is crucial to implement a successful referral program because it taps into the inherent trust and credibility within personal networks. Close friends and family recommendations carry significant weight, making the referral process more authentic and compelling. The Moneythor solution is capable of managing this relationship across both accounts providing rewards to both parties as they complete various tasks and actions.<\/span><\/p>\n<h3 class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\" style=\"color: #f99b1c;\">Be smart with incentives<\/span><\/h3>\n<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Being smart with incentives is vital to motivate both referrers and referees. By offering rewards that are attractive and valuable to participants, the program becomes more enticing and increases the likelihood of active engagement and successful referrals. Additionally applying incentives in interesting ways and splitting them across activities can enable banks to spread out the incentives over time.<\/span><\/p>\n<h3 class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\" style=\"color: #f99b1c;\">Do not stop at onboarding<\/span><\/h3>\n<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">A recurring issue of legacy referral programs is that they used to deliver the referral reward at the time of a successful onboarding and stop there, leading to numerous new customers only completing the process to earn the reward, but disappearing after this initial step. Creating long-running activities post-onboarding for new customers to complete for both they and their referrers to receive the full incentives is a crucial method of modern referral programs. It can further be reinforced by nudging the referrers to nudge their referees into completing those additional steps to maximise their mutual benefits.<\/span><\/p>\n<h3 class=\"cvGsUA direction-ltr align-start para-style-body\"><span style=\"color: #f99b1c;\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Use challenges and<\/span> <span class=\"OYPEnA text-decoration-none text-strikethrough-none\">gamification techniques<\/span><\/span><\/h3>\n<p class=\"cvGsUA direction-ltr align-justify para-style-body\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Using challenges and gamification techniques adds an element of fun, driving increased participation and enthusiasm. Creating challenges or incorporating gamified elements into the referral process makes it more enjoyable for participants, encouraging sustained engagement and fostering a sense of competition and achievement throughout the program.<\/span><\/p>\n<div class=\"is-divider divider clearfix\" style=\"margin-top:3.0em;margin-bottom:3.0em;max-width:50px;height:4px;background-color:rgb(246, 156, 97);\"><\/div>\n\t<div id=\"gap-1916715990\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1916715990 {\n  padding-top: 28px;\n}\n<\/style>\n\t<\/div>\n\t\n\t<div class=\"img has-hover x md-x lg-x y md-y lg-y\" id=\"image_970280276\">\n\t\t<a class=\"\" href=\"#newsletter-subscription-blog\" target=\"_blank\" rel=\"noopener\" >\t\t\t\t\t\t<div class=\"img-inner dark\" >\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"299\" src=\"https:\/\/www.moneythor.com\/wp-content\/uploads\/2024\/02\/Article-CTA-NEW-BRANDING.png\" class=\"attachment-large size-large\" alt=\"Subscribe to the Moneythor Newsletter\" srcset=\"https:\/\/www.moneythor.com\/wp-content\/uploads\/2024\/02\/Article-CTA-NEW-BRANDING.png 1024w, https:\/\/www.moneythor.com\/wp-content\/uploads\/2024\/02\/Article-CTA-NEW-BRANDING-768x225.png 768w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/>\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/a>\t\t\n<style>\n#image_970280276 {\n  width: 100%;\n}\n<\/style>\n\t<\/div>\n\t\n\t<div id=\"whitepaper-download\"\n\t     class=\"lightbox-by-id lightbox-content mfp-hide lightbox-white \"\n\t     style=\"max-width:600px ;padding:40px\">\n\t\t<script type=\"text\/javascript\">\n\/* <![CDATA[ *\/\nvar gform;gform||(document.addEventListener(\"gform_main_scripts_loaded\",function(){gform.scriptsLoaded=!0}),document.addEventListener(\"gform\/theme\/scripts_loaded\",function(){gform.themeScriptsLoaded=!0}),window.addEventListener(\"DOMContentLoaded\",function(){gform.domLoaded=!0}),gform={domLoaded:!1,scriptsLoaded:!1,themeScriptsLoaded:!1,isFormEditor:()=>\"function\"==typeof InitializeEditor,callIfLoaded:function(o){return!(!gform.domLoaded||!gform.scriptsLoaded||!gform.themeScriptsLoaded&&!gform.isFormEditor()||(gform.isFormEditor()&&console.warn(\"The use of gform.initializeOnLoaded() is deprecated in the form editor context and will be removed in Gravity Forms 3.1.\"),o(),0))},initializeOnLoaded:function(o){gform.callIfLoaded(o)||(document.addEventListener(\"gform_main_scripts_loaded\",()=>{gform.scriptsLoaded=!0,gform.callIfLoaded(o)}),document.addEventListener(\"gform\/theme\/scripts_loaded\",()=>{gform.themeScriptsLoaded=!0,gform.callIfLoaded(o)}),window.addEventListener(\"DOMContentLoaded\",()=>{gform.domLoaded=!0,gform.callIfLoaded(o)}))},hooks:{action:{},filter:{}},addAction:function(o,r,e,t){gform.addHook(\"action\",o,r,e,t)},addFilter:function(o,r,e,t){gform.addHook(\"filter\",o,r,e,t)},doAction:function(o){gform.doHook(\"action\",o,arguments)},applyFilters:function(o){return gform.doHook(\"filter\",o,arguments)},removeAction:function(o,r){gform.removeHook(\"action\",o,r)},removeFilter:function(o,r,e){gform.removeHook(\"filter\",o,r,e)},addHook:function(o,r,e,t,n){null==gform.hooks[o][r]&&(gform.hooks[o][r]=[]);var d=gform.hooks[o][r];null==n&&(n=r+\"_\"+d.length),gform.hooks[o][r].push({tag:n,callable:e,priority:t=null==t?10:t})},doHook:function(r,o,e){var t;if(e=Array.prototype.slice.call(e,1),null!=gform.hooks[r][o]&&((o=gform.hooks[r][o]).sort(function(o,r){return o.priority-r.priority}),o.forEach(function(o){\"function\"!=typeof(t=o.callable)&&(t=window[t]),\"action\"==r?t.apply(null,e):e[0]=t.apply(null,e)})),\"filter\"==r)return e[0]},removeHook:function(o,r,t,n){var e;null!=gform.hooks[o][r]&&(e=(e=gform.hooks[o][r]).filter(function(o,r,e){return!!(null!=n&&n!=o.tag||null!=t&&t!=o.priority)}),gform.hooks[o][r]=e)}});\n\/* ]]> *\/\n<\/script>\n\n                <div class='gf_browser_gecko gform_wrapper gravity-theme gform-theme--no-framework' data-form-theme='gravity-theme' data-form-index='0' id='gform_wrapper_20' >\n                        <div class='gform_heading'>\n                            <h2 class=\"gform_title\">Download Referral Programs Guide<\/h2>\n\t\t\t\t\t\t\t<p class='gform_required_legend'>&quot;<span class=\"gfield_required gfield_required_asterisk\">*<\/span>&quot; se\u00f1ala los campos obligatorios<\/p>\n                        <\/div><form method='post' enctype='multipart\/form-data'  id='gform_20'  action='\/es\/wp-json\/wp\/v2\/posts\/7315' data-formid='20' novalidate>\n                        <div class='gform-body gform_body'><div id='gform_fields_20' class='gform_fields top_label form_sublabel_above description_below validation_below'><div id=\"field_20_8\" class=\"gfield gfield--type-section gfield--input-type-section gsection field_sublabel_above gfield--has-description field_description_below field_validation_below gfield_visibility_hidden\"  ><div class=\"admin-hidden-markup\"><i class=\"gform-icon gform-icon--hidden\" aria-hidden=\"true\" title=\"Este campo est\u00e1 oculto cuando se visualiza el formulario\"><\/i><span>Este campo est\u00e1 oculto cuando se visualiza el formulario<\/span><\/div><h3 class=\"gsection_title\">Next Steps: Sync an Email Add-On<\/h3><div class='gsection_description' id='gfield_description_20_8'>To get the most out of your form, we suggest that you sync this form with an email add-on. To learn more about your email add-on options, visit the following page: (https:\/\/www.gravityforms.com\/the-8-best-email-plugins-for-wordpress-in-2020). Important: Delete this tip before you publish the form.<\/div><\/div><fieldset id=\"field_20_1\" class=\"gfield gfield--type-name gfield--input-type-name gfield_contains_required field_sublabel_above gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><legend class='gfield_label gform-field-label gfield_label_before_complex' >Name<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_asterisk\">*<\/span><\/span><\/legend><div class='ginput_complex ginput_container ginput_container--name no_prefix has_first_name no_middle_name has_last_name no_suffix gf_name_has_2 ginput_container_name gform-grid-row' id='input_20_1'>\n                            \n                            <span id='input_20_1_3_container' class='name_first gform-grid-col gform-grid-col--size-auto' >\n                                                    <label for='input_20_1_3' class='gform-field-label gform-field-label--type-sub '>Nombre<\/label>\n                                                    <input type='text' name='input_1.3' id='input_20_1_3' value=''   aria-required='true'    autocomplete=\"given-name\" \/>\n                                                <\/span>\n                            \n                            <span id='input_20_1_6_container' class='name_last gform-grid-col gform-grid-col--size-auto' >\n                                                            <label for='input_20_1_6' class='gform-field-label gform-field-label--type-sub '>Apellidos<\/label>\n                                                            <input type='text' name='input_1.6' id='input_20_1_6' value=''   aria-required='true'    autocomplete=\"family-name\" \/>\n                                                        <\/span>\n                            \n                        <\/div><\/fieldset><div id=\"field_20_19\" class=\"gfield gfield--type-email gfield--input-type-email gfield--width-half 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