Fanomics® : turn customers into fans and profit from it / Roman Becker, Gregor Daschmann.
Becker, Roman.; Daschmann, Gregor.
2023
HF5415.525 .B43 2023
Available Online

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Title Fanomics® : turn customers into fans and profit from it / Roman Becker, Gregor Daschmann.
Author Becker, Roman.
ISBN 9783658412395 (electronic bk.)
3658412399 (electronic bk.)
9783658412388
3658412380
DOI https://doi.org/10.1007/978-3-658-41239-5
Imprint Wiesbaden : Springer, 2023.
Language English
Description 1 online resource (322 p.).
Other Standard Identifiers 10.1007/978-3-658-41239-5 doi
Call Number HF5415.525 .B43 2023
Dewey Decimal Classification 658.8/12
Summary Every company wants to turn its customers into true and lifelong fans. In this book, Roman Becker and Gregor Daschmann, the discoverers of the Fan Principle and FANOMICS, demonstrate how this can be actually accomplished. They transfer the mechanisms of fan relationships from sports, music, and art to those between companies and customers. What turns a customer into a fan customer? How are these identified? And how can the Fan Rate be managed and even increased? This book provides answers to all these questions. Based on surveys and interviews with more than 100,000 respondents, it becomes clear that fans have the highest customer value and therefore contribute significantly to the economic success of a company. However, in order to win fan customers and increase these numbers, a complete rethinking of customer relationship management and a departure from the customary key performance indicators is necessary. Taking this path is extremely worthwhile. Fan customers 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 the quality of their customer relationships, while saving money and achieving more 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 and ambassador - FANOMICS as a management program in customer relationship management - Concrete suggestions for implementing the FANOMICS - Best practices and illustrative examples of tops and flops from the business world Visit the website www.fanomics.de for more information.
Note Description based upon print version of record.
Access Note Access limited to authorized users.
Source of Description Online resource; title from PDF title page (SpringerLink, viewed June 28, 2023).
Added Author Daschmann, Gregor.
Series Future of business and finance.
Available in Other Form Fanomics®
Linked Resources Online Access
Record Appears in Online Resources > Ebooks
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Chapter 1 The Fan Principle: Fans and Fan Customers
1.1 What it is about
1.2 What is a fan?
1.3 From Fan Principle to FANOMICS: What is a Fan Customer?
1.4 The FANOMICS Basis: The Fan Indicator
1.5 The Fan Rate as a KPI
1.6 The Fan Portfolio
1.7 Bibliography
Chapter 2 The value of fan customers
2.1 The fan as a growth driver
2.2 Fans and Market Penetration: Growth with existing customers in existing business
2.3 Fans and Market development: Growth through the acquisition of new customers in existing business
2.4 Fans and product development: Growth with existing customers through expansion of the product range
2.5 Fans and product diversification: Growth by attracting new customers for new products
2.6 Summary: The Fan Rate as the central growth factor
2.7 Increasing customer value through FANOMICS
2.8 Bibliography
Chapter 3 FANOMICS - The Economics of the Fan Principle
3.1 Focus generates identification
3.2 Orchestration creates perceived uniqueness
3.3 Definition of FANOMICS
3.4 Example VI: ALDI South - the simple principle
3.5 Examples VII: Miele - Orchestration of performance and communication
3.6 FANOMICS: From development to implementation
3.7 Bibliography
Chapter 4 How do I really turn customers into fans?
4.1 Positioning
4.2 Orchestration
4.3 Employees as Fan Makers
4.4 Customer value-based control
4.5 Bibliography
Chapter 5 FANOMICS: More than controlling relationship quality
5.1 Customer value-based segmentation with the Fan Portfolio
5.2 FANOMICS as an instrument for efficient new customer acquisition
5.3 Dovetailing of NPS and FANOMICS to form "NPSplus Insights
5.4 Bibliography
Chapter 6 Success Factors of FANOMICS
6.1 Building awareness and acceptance
6.2 Validation of success effectiveness by measuring the customer value of Fans
6.3 Continuous measurement and goal systems for managing success
6.4 Bibliography. .

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