Service Organizations, Customer Service Centers

That’s the world or rock and roll bands. That’s also the world of money making brands.

Fanfare In today’s competitive arena, retailers, manufacturers, and service organizations alike strategize for new ways to attract and retain customers. Frequent buyer programs, special service offerings, improved customer service centers, and product reiterations sometimes lead to success for the many firms vying for customers’ attention and spending. And while a consistent combination of these and other programs may make significant strides in the race for long term loyalty, few firms achieve an emotional connection with their customers.

As KISS, the Rolling Stones, and Elton John reveal, emotional connections foster devotion among customers. In the music world, these customers are known as fans-a group of zealots that bands can count on to buy their latest albums, attend their concerts, and demand that their music stay on the radio. They also represent a baseline of sales for new records, concerts, merchandise, or projects the band produces.

For bands, a strong fan base represents a major step toward longevity, sustained relevance, and a place in culture. Though this category of customer is not exclusive to the world of rock and roll, it is far more prevalent there than in the world of commerce.

So what does creating fans mean for businesses? At Starbucks, it means people willing to pay top dollar for a cup of coffee nearly every morning-and a decade of 20 percent annual growth rates, even in 2002 when the rest of the economy was sputtering. At eBay, it translates into people who have developed side businesses of buying and selling online, somewhat addicted to the thrill of a treasure hunt.