Fanfocus Germany: Who is the best in his industry?

Fanfocus Deutschland

How many fans does BMW have? How high is the fan quota at Aldi? Is there emotional customer loyalty at online pharmacies? Which bank is at the top of the popularity ranking? Which industry has the most fans? Who is dominated by their opponents? Fanfocus Germany provides answers to these and many other questions. Every year we examine more than 100 companies from 10 to 15 different industries. At the center: emotional customer loyalty.

About the study “Fanfocus Germany”

With Fanfocus Germany, 2HMforum. has created a large representative online study that takes a close look at the fan behavior and customer relationship quality of German B2C companies. The results are published on and other websites. The goal of this nationwide, cross-sector benchmark study is…

  • … to examine the quality of customer relationships in the German B2C market at regular intervals.
  • … to measure the fan quotas of individual B2C companies and to identify companies with excellent customer relations.
  • … to identify typical behavioral and communication patterns of fans.
  • … to analyze the influence of fans on the success of the company.

Study report for your industry: Buy now!

The top 3 companies in each industry – i.e. those with the highest fan quotas – are awarded the Fanfocus Germany seal of excellence. The seal awarded by FOCUS ONLINE not only stands for excellent existing customer relationships, but also provides valuable orientation for potential customers.
The current study reports can be purchased immediately. In 2019, we examined the following industries: Hardware stores, car repair shops, video streaming services, banks, statutory health insurance companies, automotive, social media, mobile communications and Internet providers.
The results have been prepared in the form of two study reports of varying scope.

  • The “Study Report Classic” explains the model of emotional customer loyalty and shows the results of a selected company for the industry you selected, as well as the industry average and best practice value.
  • In addition, the “Study Report Premium” shows the detailed results for all examined companies in the selected industry.

Why do we not measure customer satisfaction?

Why not customer satisfaction? Our research has shown: Satisfaction as a central parameter for assessing the quality of relationships is not sufficient to guarantee corporate success. Even highly satisfied customers increasingly behave disloyally. Satisfaction reflects the perception of products and services – but differentiation from the competition through performance alone is no longer possible. A decisive factor in the analysis of relationship quality is the consideration of the emotional bond, expressed by the fan indicator.

Jonas Lang

Your contact:

Jonas Lang | Member of the Exexutive Board, Head of Sales


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Why fans are so valuable!


Fan Customers…

…are the guarantee for a company’s success. They buy more, they buy more often, they are less price-sensitive, they evaluate conditions more positively, they have the highest contribution margin and are loyal even in bad times. Additionally fan customers are the best ambassadors.



Fan Employees…

…are a company’s greatest capital. They are faithful and loyal, they are more motivated and less at risk of burnout, they identify with the goals of the company and are happy to recommend their employers and products. Fan employees burn for their company.



Fan Members…

…make member organizations and associations successful: they remain loyal, even if competitors try to poach them or an organisation’s services are no longer interesting. They are happy to pay higher fees, they volunteer their time, they are quicker to forgive – and they are the most valuable referrers.