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FANOMICS: More than Controlling Relationship Quality

In: Fanomics®

Author

Listed:
  • Roman Becker

    (2HMforum. GmbH)

  • Gregor Daschmann

    (Johannes Gutenberg-Universität Mainz)

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.

Suggested Citation

Handle: RePEc:spr:fuobcp:978-3-658-41239-5_5
DOI: 10.1007/978-3-658-41239-5_5
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