The so-called “fan principle” is based on sympathizing with the customer. It includes the following five actors: prisoners, opponents but also mercenaries, sympathizers and fans.
The highest level you can reach towards your customer is the fan level. This one is an enthusiastic, highly emotional customer. Once this reaches fan status, your customer is guaranteed to have a higher referral rate and will no longer rationalize the product.
In contrast to the fans are the prisoners. They are bound to a company because they have no other choice. Mercenaries, on the other hand, are purchasable customers. Finally, there are sympathizers who are only partially enthusiastic.
With a psychologically sophisticated loyalty system, you encourage, reward and inspire your customers. Thus, they increase one step up in the FAN principle.