The video angle
Record once. [First Name] is the only variable — swapped by Sendspark at send time. When recording, one tone only: genuine gratitude. No reciprocity pitch, no ask, no subtle setup for the next referral. Reference what a referral means to a company like yours — the trust it represents, not the revenue. Make them feel like a partner who helped build something, not a customer who completed a transaction. End before it gets awkward. Script: "[First Name], you didn't have to do that. You did it anyway, and it means everything to a company like ours. We can close deals — we can't manufacture trust. What you did gave someone a reason to take us seriously. This is just our way of saying thank you. Genuinely."
Automation & CRM triggers
- CRM Trigger: contact property 'Referral_Given' = True OR NPS survey integration (Delighted, Wootric) fires a score of 9 or 10
- Highest gratitude-send priority — nothing should queue ahead of this. It needs to feel immediate.
- Simultaneous: add contact to 'Customer Advisory Board Prospects' list in CRM + notify CSM
- If their referred contact becomes a customer: auto-fire a secondary thank-you send (smaller, personal) + attribute the referral revenue to this contact in CRM
- 30 days post-delivery: CSM receives a 'case study ask' task — timing is right, relationship is warm
The QR landing page
An advocate hub — not a product page. If they have a published customer story, feature it here. Include an invitation to an exclusive customer event or advisory board (if you have one). A personal note from your leadership. The page should make them feel like they're part of something exclusive — because they are.
Follow-up sequence
- Day 0: CSM makes a personal call or leaves a voicemail — not automated, not a template. Human first.
- Day 3 post-delivery: Casual check-in: 'Did the box arrive? I just wanted to make sure you felt it.' Nothing more.
- Day 30: Case study ask — they are warm and they're ready: 'I'd love to tell your story. Are you open to a 30-minute conversation?'
- When the referral closes: send a second, smaller gift the same day. Acknowledge the specific impact. Ask if there's anyone else in their network who would benefit — now it's natural, not transactional.
Reading the signals
- QR scan = they're engaged with their identity as an advocate. Move the case study conversation forward.
- They share the box on social media = earned media. Amplify it immediately — comment, repost, tag them. Show that your company celebrates its customers publicly.
- They introduce you to another contact unprompted = elite advocate. Invite them to your customer advisory board within the week. These people are rare.