Monday, January 26th, 2015 | 5 min read
Zombies probably aren’t the first thing that comes to mind when you think of your ideal customer. After all, they’re mean, kinda ugly, and undead. And they eat people’s brains.
But they do have something in common with truly great customers – the kind so loyal they will rave about your company to anyone who will listen: a singular focus. A zombie’s singular focus is feeding on other humans, while a great customer’s singular focus is promoting your business like crazy.
This kind of customer might sound like the stuff of dreams, but they do exist. You have the power to create them, and Peter Shankman will show you how.
In his new book Zombie Loyalists: Using Great Service to Create Rabid Fans, Peter teaches you how to build an army of customers so in love with your business and so loyal, they’ll take over your advertising, marketing, and PR, and they’ll to do it better than you ever could yourself.
Peter has consulted with big brands like NASA, Sprint, and American Express and has spoken to audiences in over 20 countries. Recently, we sat down with Peter and asked him what’s wrong with the way most companies approach customer service, how organizations can foster loyal customers, and more. Here’s what he had to say…
Sadly, companies today think of Customer Service as an afterthought, or worse, as a stopgap after they’ve already pissed a customer off. That’s a horrible, and ultimately, money-losing way to do business. If you focus on Customer Service as your first line of interaction with a customer, you have a much better chance of not only having that customer spend more, but more importantly, telling their friends about you – and that’s how you get new customers and increased revenues.
CEOs line themselves up with “yes-men” who tell them what they want to hear, and tell them things they can report back to their board. Happy things. Sadly, it’s usually unhappy things that are closer to the truth.
Happy employees make happy customers. It’s simple: If you enjoy your job, you’ll do it better. If you do it better, you’ll make your customers happy. If the customers are happy, they’ll spend more money. More money equals happier employees, and the cycle repeats again.
Zombie Loyalists are customers who are so fanatical about the service they’ve received, that they make it their job to tell everyone else how happy they are, whether it be family, friends, or colleagues.
That’s the funny thing – They don’t have to. If their customer service is awesome, the customers will do it for them – Think about it – What would you believe: A company who tells you how awesome they are, or a trusted friend of yours who tells you how awesome they are?
A company shouldn’t have a customer service department. A company should BE a customer service department.
Morton’s Steakhouse met me at the airport with a Porterhouse when I landed because I tweeted that I was hungry. That’s kind of hard to top.
Author: Chloe Mason Gray is in charge of the Sprinklr blog. Her writing on digital marketing, travel and career development has been published by major publications and blogs, including Mashable, Forbes, Business Insider, Unbounce and KISSmetrics.