How Do I Really Turn Customers into Fans?

Roman Becker and Gregor Daschmann
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Roman Becker: 2HMforum. GmbH
Gregor Daschmann: Johannes Gutenberg-Universität Mainz

Chapter 4 in FANOMICS®, 2023, pp 177-266 from Springer

Abstract: Abstract The previous explanations served to develop FANOMICS based on the Fan Principle, to explain the core idea and to prove the positive effects on corporate success. This chapter is now concerned with explaining the implementation of FANOMICS based on four fields of action. The focus is on (1) deriving the positioning. This is because positioning brings together the key success factors of FANOMICS—focusing on core customer needs, creating identification, and generating a sense of uniqueness—and thus creates the strategic foundation for the implementation process. We start by explaining why sound information is essential for positioning, both from the customer’s and the company’s point of view. And we show which criteria can be used to evaluate different positioning options to bring about a sustainably effective decision. (2) Then we address the question of how positioning can be successfully implemented through Orchestration (2a) touchpoint-wide and (2b) touchpoint-specific. Also, of great importance to the success of the implementation process is (3) the interface between customer and employee relationships: Therefore, we will address the conditions that must be met in order for employees to become Fan Makers of customers. Finally, we will show (4) how, based on the personalized assignment of customers in the Fan Portfolio, target group-specific measures can be initiated to increase the Fan Rate.

Date: 2023
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DOI: 10.1007/978-3-658-41239-5_4

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