Success Stories:

Made with help from 2HMforum. For best relations.

Excellent contacts make fans - at ING!

Banks are in constant competition for new customers. All the more reason for them to do everything they can to keep their customers, to connect to them emotionally – for example through excellent contacts. But what does an excellent contact look like on the phone, by e-mail, on the website, …? ING has looked into this question in detail regarding its customer service – with the support of 2HMforum. For best relations.

Gabriele Neitzke - Erfolgsgeschichten

Gabriele Neitzke
Head of Customer Dialogue, ING

“Thanks to 2HMforum. we know what our customers want when they contact us, or we contact them – whether by phone, e-mail or via the website. This knowledge helps us in conducting dialogue with the customer in a needs-based and targeted manner. We see our employees as fan makers in this process and train them accordingly. Ever since, we have been continuously gathering new fans. It’s a good feeling to be able to present their top performance to our employees in this way as well”.

"Engaging customers with a personal touch."

Customer loyalty is a crucial issue for statutory health insurance companies. This is because the price competition resulting from different additional health-services puts the loyalty of some policyholders to the test. The solution: In the future, it will no longer be enough for health insurance companies to simply satisfy their customers. They have to create a permanent connection to the company. The ikk classic does this very successfully – with the help of the fan principle. The fan rate of the ikk classic is excellent – this is why the company has been one of our certified customer champions for years.


Dietmar Flörke
Head of Quality Management,
ikk classic


“Satisfied customers are our capital” says Dietmar Flörke, Head of Quality Management at ikk classic, in an interview and explains how the employees of the health insurance company turn their customers into fans. And why they can call themselves Germany’s customer champions.

More success through fans: Shining example from the lighting industry

B2B companies have a hard time in Germany: their products and services are often so optimized that they hardly differ from the competition. Satisfied customers therefore move from supplier to supplier, worldwide. With the fan principle, companies succeed in emotionally bonding their customers and keeping them for the long term. The fan principle as a management control system has supported Trilux for many years in meeting the global challenges of the lights-industry.

Ansgar Bürger

Ansgar Bürger
Head of Market Research & Strategy Development, TRILUX Group Management GmbH

“As an internationally active company, we have long been looking for a tool that increases the efficiency of the brand funnel and enables a more targeted use of marketing and sales resources in particular; a tool that sharpens the positioning of the brand and supports the definition of the North Star. A tool that increases customer preference and thus creates a future-oriented customer base. We were looking for a solution that would offer the possibility of segmenting target groups in perspective and, to this end, of developing service and communication bundles in different ways – and of aligning and interlinking the numerous projects and measures within the company with the positioning. We have found our tool: The fan principle as a holistic approach”.

To be successful is to know the needs and expectations of the customers.

The Federal Association of the Hearing Aid Industry (BVHI) and 2HMforum. are closely linked: The tenth survey of BVHI customers has been conducted in mid-2019.

“The benchmarking study conducted by 2HMforum. for BVHI is an important tool for all manufacturers in the hearing aid market in their efforts to better know and understand the needs and expectations of their customers. 2HMforum. has developed into a real industry expert within a short period of time. The team, which is equally strong in analysis and consulting, delivers individual results for each manufacturer, from which clear recommendations for action can be derived for product development and training as well as for marketing and sales”.

More fan employees and more fan customers at TEMPTON

TEMPTON is one of Germany’s leading providers of personnel solutions. With more than 80 locations in Germany and around 6,000 employees, it is important for the company to have a detailed view of employee retention, motivation factors, customer orientation of employees, central customer needs and similar topics. For many years 2HMforum. has accompanied the successful personnel service provider holistically – with analysis on customer and employee loyalty and the strategic implementation of the fan principle. The success speaks for itself!

Portraits _ Klaerner

Uwe Klärner
Managing Director, TEMPTON Holding GmbH

“We have been working with 2HMforum. for many years and use both their market research and consulting expertise in the areas of customer loyalty and employee retention. In a current project, we conducted an employee survey together with 2HMforum. What particularly convinced us about the 2HMforum. model is that it also very clearly reveals the connection between employee motivation, customer loyalty and economic success. The aim of the current survey was to evaluate the measures taken since the initial measurement in 2012 and to obtain a current status quo. We were very pleased to see that we were able to increase the fan quota among our employees by a whole 10 percent and motivation by as much as 14 percent. In the same period, the number of extremely satisfied and loyal customers increased by 13 percent. This is how the results of our efforts become visible. This motivates me and my management colleagues very much and spurs us on to keep up with the topic. Finally, the positive development shows once again that relationship management with all relevant interest groups is an essential success factor. Especially in the human resources industry, people are the focus of our activities and a cooperative relationship between external employees, customers and TEMPTON should, according to our philosophy, please everyone involved.”

Always in view: "What's important to our members?"

Decision makers in associations, clubs, foundations, … always need reliable findings from representative surveys in order to know exactly what moves their members. The Pro-Rail Alliance has this knowledge and can thus ideally align its service and service offers to the needs of its members. Always with one goal in mind: turning members into winning fans!

Portrait Dirk Flege -Success Stories

Dirk Flege
Managing Director, Allianz pro Schiene e.V.

“Out of a strong interest in knowing where we stand, we had our member relationships analyzed by 2HMforum. We were surprised how well we performed in individual areas: Best practice values in ‘member orientation of employees’, ‘last contact’ and ‘information’, that made us very happy. We now know where we stand in the individual aspects of both image and performance, what is important to our members and where it is particularly worthwhile to use the lever for improvement. We have already derived initial measures from these findings. We recommend such a study to all those who are not satisfied with the status quo and want to become better”.

2HMforum. – References

The Best Customers in the World

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 are passionate about 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.