It is logical to think that a person’s social network influences their buying behaviour. If my friend likes Company X, they will probably tell me about it and I, too, may like them enough to become a customer. Indeed, leveraging this idea has long been used in the endless variety of “friend-get-friend” programs used in customer acquisition campaigns.
However, if something works forwards (getting customers) it may also work backwards (losing customers). Do people stop being your customer if their fiends stop? Yes, as it turns out, they do. [Read more…]