The information needed from users was turned into specific questions and was presented on the company website in the form of a questionnaire. These services did not involve litigation and were relatively easy to deliver.
Early on they emphasised trademark applications, establishing companies, wills and lease contract drafting. The US listed company LegalZoom has been providing legal clerical services to SMEs based on the idea of productisation since 1999. Whole channel marketing: Fan identity, recognition, approval and interaction are prized and incentivised, seamlessly online and offline.A sense of participation makes customers feel they are an indispensable part of the business, thus promoting a sense of approval, achievement, belonging – and even faith in the brand.This implies more attention to relationship and experience management – creating customer value that is inimitable along with experience that is unforgettable, thereby obtaining value recognition from customers. Customers' needs shape a multi-faceted relationship between products and services.Fans take part in brand promotion – and along the way provide powerful endorsement for "their" company. Long-term relationship marketing replaces transaction marketing.Value is added to the traditional consumption model in these ways: The Fan Economy takes its name from the model of income-generation based on the relationship between fans and those that they follow – traditionally stars, idols, or industry celebrities.
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In the process loyalty to the brand is enhanced.īut how to build this new operation mode in the Internet+ era? Let's take a closer look at the new model Fan Economy. Customer relationships are built by valuing user participation and experience. The name of the game is multidimensional service. It is no less than a revolution for many businesses, implying thoroughgoing changes in mindset, mode, path and method. Focusing on fans means reconstructing and upgrading the business operation mode. The sense of brand community may even be so strong that there is tolerance towards occasional flaws in products and services.
Internet+ has presented the opportunity for businesses to turn these passers-by into fans by enhancing their attachment – actively and emotionally, and their loyalty. Without aftersale maintenance and service, consumers would eventually drift off, becoming passers-by, and gone for good if there were better products or lower prices elsewhere. In the pre-internet era the relationship between businesses and consumers was focused mainly on transaction.
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