The Impact of Referral Coupons

Brief Summary

Raghu Iyengar discusses his research on referral coupons, revealing they may not be effective for all customer types and emphasizing the need for customization.

Key points

• The Surprising Truth About Referral Coupons. Raghu Iyengar reveals that referral coupons may not be as effective as expected.
• The Importance of Customer Loyalty. High loyalty customers make better brand ambassadors compared to low loyalty customers.
• Field Experiments vs. Historical Data. Raghu explains how their research stands out by using field experiments instead of secondary data.