Peter Shankman

Title: Zombie Loyalists by Peter Shankman - A Condensed Summary

Overview

Zombie Loyalists, written by Peter Shankman, delves into the power of great customer service and the influence it can have on customer loyalty, referrals, and business success. The book explores the concept of transforming customers into "zombie loyalists," ultra-engaged fans who will fiercely advocate for a company or brand. Shankman draws on his own experiences, as well as case studies and examples from various industries, to showcase the importance of exceptional customer service and provide actionable insights for businesses seeking to cultivate loyal customers.

Key Points / Ideas

1. The Value of Exceptional Customer Service:

Shankman emphasizes that providing exceptional customer service goes beyond mere satisfaction. Exceptional service entails exceeding customer expectations, actively listening to feedback, and consistently demonstrating appreciation for customers. This level of service creates a positive emotional connection, fostering customer loyalty and driving business growth.

Example: The book shares the story of Morton's The Steakhouse, where a customer jokingly tweeted about wanting a steak delivered to the airport. Much to his surprise, Morton's actually fulfilled the request, showcasing their commitment to exceptional service and generating significant positive publicity.

2. Harnessing the Power of Social Media:

Shankman highlights the role of social media in amplifying the impact of customer service. With the advent of platforms such as Twitter and Facebook, customers have a powerful voice to share their experiences, both positive and negative. By actively monitoring and engaging with online conversations, businesses have the opportunity to address concerns, convert detractors into advocates, and create a viral effect through positive customer stories.

Example: The author shares the story of Morton's The Steakhouse once again, where a customer tweeted about a disappointing meal. Within minutes, the restaurant responded, apologized, and offered a complimentary replacement. This interaction not only resolved the issue but also showcased the brand's commitment to customer satisfaction.

3. Turning Customers into Zombie Loyalists:

Shankman emphasizes that exceptional service should be a core element of a company's culture. By proactively anticipating customer needs, going above and beyond, and creating remarkable experiences, businesses can cultivate a loyal following. Turning customers into zombie loyalists requires a mindset shift towards consistently delivering extraordinary service at every touchpoint.

Example: The book highlights the example of Disney, known for its unparalleled customer service. From personalized experiences to going the extra mile to create magical moments, Disney has successfully transformed countless visitors into lifelong fans.

Conclusion

Zombie Loyalists by Peter Shankman provides insightful guidance for businesses aiming to foster customer loyalty and harness the power of word-of-mouth marketing. Shankman demonstrates how going above and beyond with exceptional customer service can lead to the creation of zombie loyalists: fans who are deeply engaged, passionate, and eager to promote a business. By examining real-life examples and emphasizing the importance of social media, the book showcases the tremendous impact of exceptional service on customer loyalty and business growth. Shankman's practical advice and actionable insights make this book a valuable resource for businesses seeking to thrive in a competitive marketplace.

For further exploration of the topic, readers may also want to explore books such as "Delivering Happiness" by Tony Hsieh and "The Thank You Economy" by Gary Vaynerchuk, which delve into the importance of customer service and building customer relationships.