You might know Peter Shankman as the founder of HARO (Help a Reporter Out), the famous website that connects journalists and experts. Shankman is a veteran tech journalist, PR specialist and thought leader who also happens to battle HDAD, the occasional vomiting house cat and Imposter syndrome.
Shankman sold HARO in 2010, "a business that became ridiculously profitable" to escape the inevitable stress of being the CEO of a large company. But cashing out of HARO was less about flight and more about Shankman fighting and controlling his condition with High Definition Attention Deficit. He now travels 300,000 miles per year as a consultant, writer and speaker to audiences around the world teaching organizations how to do PR the right way.
His latest book, "Zombie Loyalist: Using Great Service to Create Rabid Fans" breaks the process down. Watch the video for the full experience. If your ADD gets the best of you, here's a quick summary:
1. You can win if you raise the level of your customer service one notch above crap
The reason this works and you DON'T need perfect customer service is that we (the consumer) expect and tolerate very low levels of service. Need evidence? Try calling your cell service provider when something goes wrong; visit the DMV or post office; return something you bought at a store without a receipt...
When you do small and simple things to make your customers happy it can go a long way. That's the power of word of mouth being done at light speed via social media.
2. Be customer-focused, not product-focused
Successful companies will seek to understand their customers needs and anticipate their wants. They will listen. Engage. Respond. Take action. Peter tells the now famous story of tweeting about wanting a steak during a flight and being met by Morton's when he landed. Boom! Chatty, happy customer for life. Well played Morton's. Think customer experience, one person at a time.
3. You probably don't have the time or attention to get this far.
Go watch the video.
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