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(not by accident)

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Brand fans drive a disproportionate amount of sales and profitability but are rarely thought of by customer experience or marketing executives. 

Typically, only about 15% of customers are true fans, emotionally connected or unwilling to give up a brand. More important, in today's always-on, digital environment, brand fans are 50% more attentive to brand ads and 40% more likely to share their experiences and influence others.

Building customer experience strategies with Brand Fans at the core will deliver more long term financial value than focusing on just retention.

Fans By Design is focused on helping businesses identify and create fans through product and service  design and employee engagement.

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Help You Create Fans Every Day


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High Value Customer Acquisition

Our team of Cx experts and data analysts will work with your marketing and insights teams to develop new strategies to engage and grow your connection with brand fans. Our deliverables will include enhancing your VOC/CX programs,  your approach to customer panels and building marketing content targeting fans and customers with a statistical propensity to become fans.


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Bridging the Gap

We work with mid-market companies that have not reached the scale that would require a chief customer officer (CXO) but are at the point where they understand how customer experience is a key to their future growth. We work with executives, board members and investors to help build an exciting customer and employee experience roadmap for the future.


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Drive Business Value from CX

Creating fans means delivering great experiences consistently. FBD has over 20 years of experience designing and implementing customer experience programs and software platforms such as Medallia, Qualtrics and ResponseTek. Our focus is to ensure your employees are engaged with your VOC programs and software is implemented cost-effectively.


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Turn Services into Products

Our technology and product management experience allows us to help service companies productize their capabilities using technology. We focus on products that will make customers fans of the knowledge you deliver to them. Productization of services also helps leaders to scale and adds the potential for recurring revenue streams.

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Our founder Syed Hasan has spent over 20 years helping companies improve their customer experience. He was one of the founding fathers of the customer experience movement back in 1999, when he started a CX software platform company called ResponseTek.  For over 20 years Syed has helped executive teams redesign their CX strategies and investment priorities. Throughout his career, Syed has been driving to unlock the power of brand fans, which is why we formed Fans by Design. 

We have seen companies are hitting a wall in their CX improvements because they are over indexing on their unhappy customers.  Although this is important, it will not drive significant revenue growth for an already "good" company.  

Our philosophy has focused on the revenue and growth potential great customer experiences give an organization. That is why we created Fans By Design, an agency that focuses on defining, finding, engaging and rewarding brand fans. Fans by Design helps organize your culture, products and employees around the pursuit of creating and keeping fans. We work with executive teams to develop a "fan culture" and then help develop and implement the processes, technologies and systems to make that culture come alive.

As we say at FBD, "fans are created by design, not by accident" and in a world where customers feel more and more like a commodity or the product, building a connection and relationship with your brand fans is invaluable.

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Experience Excellence


Medallia is the pioneer and market leader in Experience Management.
Medallia’s award-winning SaaS platform, the Medallia Experience Cloud, leads the market in the understanding and management of experience for customers, employees and citizens.


Qualtrics Experience Management (XM) is an award winning software platform that helps brands continually assess the quality of their four core experiences—customers, employees, products, and brands. With Qualtrics XM, organizations can be at every meaningful touchpoint, for every experience, and predict which changes will resonate most with stakeholders.


Material is a modern marketing services company, powered by analytics, deep human understanding, and design thinking. Material helps companies around the world do research that helps them understand and engage with their customers and more importantly fans.

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We would love to talk to you about what you can do to find, connect and activate your customer fan base today! Just send us a message.

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