 FANOMICS: More than Controlling Relationship QualityRoman Becker and
Gregor Daschmann
Chapter 5 in FANOMICS®, 2023, pp 267-291 from Springer Abstract: Abstract FANOMICS is designed to turn customers into fans and thus enable companies to achieve sustainable success. However, the possible applications go far beyond this, as we will explain to you in more detail in this chapter: (1) The assignment of customers in the Fan Portfolio creates the basis for customer value-based segmentation. It enables companies to address and serve their customers effectively and efficiently according to customer value. One important facet of this is fan marketing, whose task is to turn fans into even more profitable customers. (2) Potential customers can also be fans of a company. Identifying them and understanding why they have so far been non-customers creates the basis for efficient concepts for acquiring new customers. (3) With the Net Promotor Score (hereafter NPS), a new control parameter of customer relationship quality has become established in companies. Combining the NPS with the basic ideas of FANOMICS results in a control system that not only measures but also uses the logic of the Fan Principle for improvements. Date: 2023 There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:fuobcp:978-3-658-41239-5_5 Ordering information: This item can be ordered from DOI: 10.1007/978-3-658-41239-5_5 Access Statistics for this chapter More chapters in Future of Business and Finance from Springer |
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