Zombie Loyalists by Peter Shankman

Last updated: Jul 24, 2023

Summary of Zombie Loyalists by Peter Shankman

Zombie Loyalists by Peter Shankman is a book that explores the concept of customer loyalty in the digital age. Shankman argues that traditional marketing tactics are no longer effective in building customer loyalty, and businesses need to adapt to the changing landscape.

The book begins by defining what a "zombie loyalist" is. Shankman explains that these are customers who are not just satisfied with a product or service, but are so passionate about it that they actively promote it to others. These customers are the key to a business's success, as they not only bring in new customers but also provide valuable feedback and support.

Shankman then delves into the reasons why traditional marketing tactics are no longer effective. He explains that in today's digital age, customers have more power and influence than ever before. With the rise of social media and online reviews, customers can easily share their experiences with a wide audience. This means that businesses need to focus on providing exceptional customer experiences in order to stand out.

The author provides numerous examples of companies that have successfully built zombie loyalists. He highlights the importance of listening to customers and going above and beyond to meet their needs. Shankman also emphasizes the role of social media in building customer loyalty, as it allows businesses to engage with customers on a personal level.

In addition to providing examples, Shankman also offers practical advice for businesses looking to build zombie loyalists. He discusses the importance of creating a culture of exceptional customer service within the organization, as well as the need for transparency and authenticity in all interactions with customers.

Overall, Zombie Loyalists is a comprehensive guide to building customer loyalty in the digital age. Shankman provides valuable insights and practical advice for businesses looking to adapt to the changing landscape and create a base of passionate, loyal customers.

1. The Power of Customer Service

In "Zombie Loyalists," Peter Shankman emphasizes the importance of exceptional customer service in building a loyal customer base. He argues that providing outstanding customer service is not just about resolving issues or answering questions; it is about creating memorable experiences that leave customers feeling valued and appreciated. Shankman suggests that businesses should go above and beyond to surprise and delight their customers, turning them into "zombie loyalists" who will passionately advocate for the brand.

Shankman provides numerous examples of companies that have successfully implemented this approach, such as Morton's Steakhouse, which famously delivered a steak to a customer at an airport, and Zappos, known for its legendary customer service. By prioritizing customer service and making it a core part of their business strategy, these companies have been able to cultivate a loyal customer base and generate positive word-of-mouth marketing.

2. The Importance of Listening

Another key takeaway from "Zombie Loyalists" is the significance of listening to customers. Shankman emphasizes that businesses should actively seek feedback and genuinely listen to what their customers have to say. By understanding their needs, preferences, and pain points, companies can tailor their products and services to better meet customer expectations.

Shankman provides examples of companies that have successfully implemented this approach, such as Starbucks, which actively encourages customer feedback and uses it to improve their offerings. By listening to their customers, Starbucks has been able to introduce new products, such as the Pumpkin Spice Latte, based on customer suggestions. This not only enhances the customer experience but also fosters a sense of loyalty and engagement.

3. The Power of Surprise and Delight

In "Zombie Loyalists," Shankman emphasizes the importance of surprising and delighting customers to create memorable experiences. He argues that going the extra mile and exceeding customer expectations can turn ordinary customers into passionate advocates for the brand.

Shankman provides examples of companies that have successfully implemented this approach, such as Ritz-Carlton, which empowers its employees to create personalized experiences for guests. By surprising guests with unexpected gestures, such as handwritten notes or personalized gifts, Ritz-Carlton creates a lasting impression and fosters loyalty.

4. The Role of Social Media

Shankman highlights the power of social media in amplifying customer experiences and shaping brand perception. He argues that businesses should actively engage with customers on social media platforms, responding to their feedback and addressing any issues promptly.

Shankman provides examples of companies that have successfully leveraged social media, such as JetBlue, which uses Twitter to provide real-time customer support. By being responsive and transparent on social media, JetBlue has been able to turn negative experiences into positive ones and build a loyal following.

5. The Value of Empathy

Shankman emphasizes the importance of empathy in customer service. He argues that businesses should strive to understand and empathize with their customers' needs and emotions, treating them as individuals rather than just transactions.

Shankman provides examples of companies that have successfully demonstrated empathy, such as Warby Parker, an eyewear company that offers a home try-on program. By understanding the challenges customers face when shopping for glasses, Warby Parker has been able to provide a convenient and personalized experience, earning the loyalty of its customers.

6. The Power of Word-of-Mouth Marketing

Shankman highlights the impact of word-of-mouth marketing in building a loyal customer base. He argues that businesses should focus on creating remarkable experiences that customers will want to share with others.

Shankman provides examples of companies that have successfully harnessed the power of word-of-mouth marketing, such as Apple, which has a dedicated fan base that eagerly promotes its products. By consistently delivering exceptional products and experiences, Apple has been able to generate positive word-of-mouth and build a strong brand following.

7. The Importance of Employee Engagement

Shankman emphasizes the role of employee engagement in delivering exceptional customer service. He argues that businesses should invest in training and empowering their employees to provide outstanding experiences.

Shankman provides examples of companies that have successfully prioritized employee engagement, such as Southwest Airlines, which has a strong company culture focused on customer service. By fostering a positive work environment and empowering employees to make decisions, Southwest Airlines has been able to consistently deliver exceptional customer experiences.

8. The Long-Term Value of Loyal Customers

Shankman highlights the long-term value of cultivating loyal customers. He argues that businesses should prioritize building relationships with their customers, rather than focusing solely on short-term transactions.

Shankman provides examples of companies that have successfully built long-term relationships with their customers, such as Amazon, which offers personalized recommendations based on customer preferences. By understanding their customers' needs and preferences, Amazon has been able to create a personalized shopping experience that keeps customers coming back.