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Word of mouth can be a great thing, especially if you consider that the person spreading the word about your site is probably telling people that wouldn't necessarily stumble upon your site under normal circumstances.
If you have to rely on one of your customers passing on your web address to a friend or family member, then you're relying on them being able to correctly recall the exact address, as well as relying on the recipient to actually remember these details at a later date. With a built in Recommend A Friend option on every limo within your fleet, you're no longer at the mercy of inaccurate recollection.
Your LimoPlanner site also has the functionality whereby anyone visiting your store can actually recommend your entire site to a number of friends at one time. By simply entering their own personal message and a list of email addresses, each of the recipients will receive a recommendation to visit your site from the sender.