FANOMICS¿

Every company wants to turn its customers into true and lifelong fans. Inthis book, Roman Becker and Gregor Daschmann, the discoverers of theFan Principle and FANOMICS, demonstrate how this can be actuallyaccomplished. They transfer the mechanisms of fan relationships fromsports, music, and art to those between companies and customers. Whatturns a customer into a "fan" customer? How are these identified? Andhow can the Fan Rate be managed and even increased? This book providesanswers to all these questions. Based on surveys and interviews with morethan 100,000 respondents, it becomes clear that fans have the highestcustomer value and therefore contribute significantly to the economicsuccess of a company. However, in order to win fan customers andincrease these numbers, a complete rethinking of customer relationshipmanagement and a departure from the customary key performanceindicators is necessary. Takingthis path is extremely worthwhile. Fancustomers have an emotional connection to their provider and form a new,reliable "currency" - both as direct buyers and as active ambassadors. This a must-read for all business decision-makers who want to improve thequality of their customer relationships, while saving money and achievingmore than just short-term success. From the contents: - Definition of fan customers and what "emotional customer loyalty"means - Distinct value of the fan customer as a value-added partner andambassador - FANOMICS as a management program in customer relationshipmanagement - Concrete suggestions for implementing FANOMICS - Best practices and illustrative examples of tops and flops from thebusiness world