Describe at least three differences between fans and customers

The difference between the customer who just bought the product and the client who is crazy about this product or brand is huge, even if the nominal amount of the purchase is the same. In other words, an ordinary customer's dollar is not equal to a eager fan's dollar. There is a formal way of dividing customers into categories - the Net Promoter Score (NPS). NPS measures customer loyalty and satisfaction. Moreover, an index value of minus 100 means that all customers are critics, and plus 100 means that all customers are promoters of this product/brand.

The main thing for the consumer is the product's functionality, ease of use, simplicity, high-quality satisfaction of needs. For the fan, the emotional effect of owning and using the product is of great importance.

An important practical consequence of the foregoing is that working with consumers and fans, understanding their needs requires completely different skills and it is advisable that people with relevant experience and knowledge engage in this activity.

People are becoming more demanding. A quick service or a meaningless gift will no longer cause the customer to return and all the more so to become a fan. But the combination of good service and positive emotions is still "addictive."