The book explores how companies can transform customers into devoted fans by applying principles from sports, music, and art. It identifies the characteristics of "fan" customers and discusses methods to manage and enhance the Fan Rate, backed by insights from over 100,000 surveys and interviews. Emphasizing the economic impact of fan customers, the authors advocate for a shift in customer relationship management away from traditional metrics. By fostering emotional connections, companies can benefit from loyal customers who act as both buyers and brand ambassadors.
