Fans are the first to purchase, use, and at best also recommend new products. We know from many studies that fan customers have a particularly high propensity to cross-buy. Around two-thirds of all fan customers freely proclaim they intend to extend their customer relationship to other products or services from their favorite provider. Fan customers are receptive to cross-selling or up-selling. This willingness is not surprising, but an absolute fan-typical behavior. Fans – whether in sports, culture, or business – are willing to spend large sums of money. And they are willing to put up with inconvenience, as well: Just think of the long lines in front of Apple stores on the first day of the new iPhone.

The connection that fans feel is not only reflected in their loyalty. Fan customers are also highly involved – owing to their intensive relationship with the provider, they are anything but indifferent to how the company behaves on the market. Whether the company is successful or not, what products are developed, how it is perceived is important to fans. Fans are interested in their provider and their actions – and, therefore, follow their favorite company with a particular intensity. Fan customers do not remain passive but want to have “their say” – and have the necessary expertise to do so.

Studies show that one in two fan customers believe that they can help their provider to further develop products and services. In fact, fans often know more about products and services than the company’s employees themselves.

Companies should factor the great expertise of fans into their growth strategies: They can improve products and processes in a very needs-oriented and efficient manner by involving their fans in optimization and (new) product development. Many companies now make targeted use of their fans know-how via various channels and platforms.