One part that may be important here is that, for this business, most people usually refer friends that they actually know, (but that's not required). This isn't (currently) a dot-com affiliate program setup, where website owners send clicks from people who they typically don't know.
My question here is concerning the next logical step. While the company owner can of course observe all relationships, individual customers usually have a much more limited view of the company data. I'd like to show people a report of their own personal affiliate genealogy, but I'm looking to get your opinion about what amount of information is "right". My hunch is that I would show the customer's friends' names, but not how much business came from each individual friend. I think it's ok to show an aggregated total of all business (which of course then determines the affiliate commission).
What do you think? Is it ok to show names? Individual dollars? Total dollars?
Does your opinion change between first-tier referrals (i.e., one's direct friends) vs. second-tier (i.e., friends of one's friends) vs. even deeper down the relationship chain?
Would your opinion change if this all moved to the Web, where website owners usually have much less information about their visitors?
What data do your current affiliate programs show you (or your affiliates)?
Thanks in advance!