Introduction
In today's competitive business landscape, customer service has become more critical than ever. Peter Shankman's book "Zombie Loyalists" offers a fresh perspective on how companies can transform their customers into passionate advocates. This book isn't just about providing good customer service; it's about creating an army of loyal fans who will grow your business through word-of-mouth marketing.
Shankman introduces the concept of "Zombie Loyalists" – customers who are so devoted to a brand that they'll do anything to support it. These customers are the holy grail of marketing, as they not only remain loyal but also actively promote the company to their friends and family. The book provides practical strategies and real-life examples to help businesses cultivate these invaluable supporters.
The Importance of Customer Service
At the heart of creating Zombie Loyalists lies exceptional customer service. Shankman argues that no matter how prestigious your brand or how innovative your products, customers won't become passionate advocates unless your company provides them with outstanding experiences.
Many companies have barriers that hinder their ability to deliver great customer service. These obstacles can include:
- Convoluted communication processes
- Unwelcoming company culture
- Inefficient customer support systems
To overcome these challenges, Shankman suggests focusing on two key areas:
Improving Internal Communication
Efficient internal communication is crucial for providing excellent customer service. When departments can easily connect and collaborate, it becomes much simpler to resolve customer issues quickly. This means less time spent waiting in line or on hold for customers, leading to a more positive experience overall.
Empowering Employees
Encouraging employees to take initiative and suggest improvements can significantly enhance the customer experience. Shankman shares a personal anecdote from his time working at a yogurt shop in New York. He noticed the dirty brass poles holding up the awning and took it upon himself to clean them, believing it would attract more customers. Unfortunately, the owner discouraged this proactive behavior.
This example highlights a common problem in many businesses: employees often don't point out issues or suggest improvements because they feel it's not their responsibility. By fostering a culture where employees are encouraged to think creatively and test different solutions, companies can dramatically improve their customer service.
Creating Your First Zombie Loyalist
Building an army of Zombie Loyalists starts with just one devoted fan. Shankman emphasizes that transforming an average customer into a passionate supporter doesn't require enormous effort or resources. Instead, it's often the small, unexpected gestures that make the biggest impact.
The Power of Surprise
One effective strategy is to leverage the power of surprise. Encouraging employees to perform random acts of kindness can have a profound effect on customers. These small, human touches are what compel customers to return and eventually become loyal fans.
Shankman shares the story of a shopper in San Francisco who always visited a particular bodega. The reason? One day, she was wearing headphones, and the cashier asked what she was listening to. When she mentioned the artist T.I., the cashier sang one of T.I.'s songs every time she came in for the next week. This simple, personalized interaction created a lasting connection.
Leadership Involvement
It's not just employees who should engage in these acts of kindness. Business owners and leaders play a crucial role in creating special moments for customers. By personally connecting with customers, leaders can set themselves apart and foster stronger relationships.
Shankman provides an example of the owner of The Red Stag in Halifax, who uses Twitter to offer small gestures of kindness. He tweets about picking up coffee for his team or offering a spare burger to anyone who missed lunch. These friendly interactions create opportunities for one-on-one connections with customers, who appreciate the personal touch.
Growing Your Zombie Loyalist Army
Once you've created your first Zombie Loyalist, it's time to expand your army. Shankman suggests two main strategies for growing your base of devoted customers:
Thoughtful Favors
Going above and beyond with thoughtful favors can turn ordinary customers into Zombie Loyalists. These gestures don't have to be grand or expensive; they just need to show that you care about your customers' experiences.
Shankman shares the story of a couple who booked a massage at a spa in Maryland. When making the reservation, they mentioned it was for their anniversary. Upon arrival, they were surprised with a chocolate cake celebrating their special day. This simple gesture not only turned the couple into Zombie Loyalists but also led to many of their friends becoming fans after hearing the story.
Genuine Care for Customer Problems
Showing genuine concern for customer issues is another powerful way to create Zombie Loyalists. When customers are facing problems, they're often already stressed. By providing simple and speedy solutions, companies can turn potentially negative experiences into positive ones.
The book recounts the story of Harlan, who needed a black suit for an awards gala at the last minute. A tuxedo shop, which was about to close, listened to his problem and invited him in. They had a tailor ready, and within 30 minutes, Harlan had the perfect black suit. This exceptional service not only turned Harlan into a Zombie Loyalist but also resulted in free advertising when he shared the story with 1,000 guests during his speech at the gala.
Leveraging Social Media
In today's digital age, social media plays a crucial role in growing your Zombie Loyalist army. Shankman emphasizes that customers trust recommendations from their network more than traditional marketing messages. Therefore, encouraging satisfied customers to share their experiences online can be a powerful tool for attracting new loyalists.
Showing Appreciation
One simple yet effective strategy is to show appreciation when customers mention your brand positively on social media. For example, if a customer tweets about enjoying a meal at your restaurant, respond with a thank you and perhaps offer them and their friends a free drink on their next visit. This kind of interaction makes customers feel valued and encourages them to continue spreading the word about your business.
Providing Shareable Moments
To increase the likelihood of customers sharing their experiences online, give them something tangible to share. This could be a small note or gift added to their bill – anything that they might want to photograph and post on social media.
Shankman shares an example of a man who took his pregnant wife to dinner at Red Robin. When they received their bill, there was a small note wishing them luck with the birth. The family was so touched that they posted a photo of the bill on Reddit, which was then picked up by a consumer website, resulting in widespread positive publicity for the restaurant.
Handling Mistakes and Maintaining Loyalty
Even the most devoted Zombie Loyalists won't stick around if a company consistently fails to meet their expectations. However, Shankman argues that making mistakes doesn't have to mean losing your loyal customers. The key is in how you handle those mistakes.
Acknowledging and Improving
When errors occur, it's crucial to acknowledge them and demonstrate a commitment to improvement. Shankman uses the example of a bus service that had been declining in quality. When a passenger informed the district manager about the issues, the company took swift action. Within days, the bus was running on time with a new, welcoming driver. This response showed that the company valued customer feedback and was willing to make necessary changes.
Second Chances
Sometimes, a company might fail to show improvement the first time around. In these cases, all is not lost. If you make a genuine effort to make amends, you may get a second chance to win back your Zombie Loyalists.
The book tells the story of Dennis, a regular patron of a restaurant called O'Hara's. After repeatedly informing management about problems and seeing no improvement, Dennis decided to stop visiting the restaurant. However, three months later, he received a message inviting him back, explaining that changes had been made. When Dennis returned, the owner personally thanked him, and everything was perfect. As a result, Dennis became a loyal customer once again.
The Power of Honesty and Respect
Throughout the book, Shankman emphasizes the importance of treating customers with honesty and respect. This approach builds trust and fosters long-term loyalty. When customers feel that a company is transparent and genuinely cares about their experience, they're more likely to become Zombie Loyalists.
Empowering Employees to Create Exceptional Experiences
A recurring theme in "Zombie Loyalists" is the importance of empowering employees to create unique and special customer experiences. Shankman argues that front-line staff are often in the best position to identify opportunities for improving customer service. By giving them the autonomy to make decisions and take initiative, companies can create a culture of exceptional service.
This empowerment can take many forms:
- Encouraging employees to share ideas for improving customer experience
- Providing training on how to handle various customer situations
- Recognizing and rewarding employees who go above and beyond for customers
- Creating a supportive environment where employees feel comfortable taking calculated risks to please customers
When employees feel valued and empowered, they're more likely to pass that positive energy on to customers, creating a virtuous cycle of great experiences and loyal fans.
The Role of Company Culture
Shankman emphasizes that creating Zombie Loyalists isn't just about individual actions or strategies – it's about cultivating a company culture that prioritizes customer experience at every level. This culture should permeate every aspect of the business, from hiring practices to daily operations.
Some key elements of a customer-centric culture include:
- Hiring employees who genuinely care about people and enjoy providing excellent service
- Regularly reinforcing the importance of customer satisfaction in team meetings and communications
- Leading by example, with management demonstrating the same level of care and attention to customers
- Celebrating and sharing stories of exceptional customer service within the organization
By fostering this type of culture, companies can ensure that creating Zombie Loyalists becomes a natural part of how they do business, rather than a series of isolated initiatives.
Measuring and Tracking Customer Satisfaction
To consistently create and maintain Zombie Loyalists, Shankman recommends implementing systems to measure and track customer satisfaction. This allows companies to identify areas for improvement and ensure they're consistently delivering exceptional experiences.
Some strategies for tracking service quality include:
- Regular mystery shopping or service audits conducted by management
- Encouraging and analyzing customer feedback through surveys, social media, and review sites
- Tracking key performance indicators related to customer satisfaction, such as Net Promoter Score or customer retention rates
- Conducting regular team meetings to discuss customer feedback and brainstorm improvements
By staying attuned to customer satisfaction levels, companies can address issues quickly and continue to refine their approach to creating Zombie Loyalists.
The Long-Term Benefits of Zombie Loyalists
Throughout the book, Shankman emphasizes the numerous benefits that come from cultivating a base of Zombie Loyalists. These benefits extend far beyond simple customer retention and can have a profound impact on a company's long-term success.
Some of the key advantages include:
- Reduced marketing costs, as Zombie Loyalists effectively become brand ambassadors
- Increased customer lifetime value, as loyal customers tend to spend more over time
- Enhanced brand reputation, leading to easier customer acquisition
- Valuable feedback and insights from highly engaged customers
- Increased resilience during economic downturns or industry disruptions
By investing in creating Zombie Loyalists, companies are essentially future-proofing their business and building a sustainable competitive advantage.
Conclusion
"Zombie Loyalists" provides a compelling argument for the power of exceptional customer service in creating a devoted customer base. Through a combination of small acts of kindness, thoughtful favors, and genuine care for customer problems, businesses can transform ordinary customers into passionate advocates.
The book emphasizes that creating Zombie Loyalists doesn't require massive budgets or complex strategies. Instead, it's about consistently delivering great experiences, empowering employees, and showing customers that they're valued. By leveraging social media and handling mistakes with grace, companies can further expand their loyal customer base.
Ultimately, Shankman's message is clear: in today's competitive business environment, cultivating Zombie Loyalists is not just a nice-to-have – it's essential for long-term success. By following the principles outlined in this book, companies can create an army of devoted fans who will not only remain loyal but also actively promote the brand, driving growth and success for years to come.