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Nonprofit Radio for December 20, 2021: Zombie Loyalists

My Guest:

Peter Shankman: Zombie Loyalists

Peter Shankman is a 5x best selling author, entrepreneur and corporate keynote speaker. His book “Zombie Loyalists” focuses on customer service; creating rabid fans who do your social media, marketing and PR for you. This is our annual rebroadcast of a show with very smart ideas for you to think about over the holidays. It originally aired 12/19/14.

 

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[00:00:04.14] spk_3:
Hello

[00:00:52.94] spk_2:
And welcome to Tony-Martignetti non profit radio big nonprofit ideas for the other 95%. I’m your aptly named host of your favorite abdominal podcast. Oh, I’m glad you’re with me. I’d suffer the embarrassment of Brome Hydro sis if I had to walk through the idea that you missed this week’s show. Zombie Loyalists. Peter Shankman is a five time best selling author, entrepreneur and corporate keynote speaker. His book, Zombie Loyalists, focuses on customer service, creating rabid fans who do your social media marketing and PR for you. This is our annual rebroadcast of a show with very smart ideas

[00:00:57.71] spk_1:
for you to think about

[00:01:19.84] spk_2:
over the holidays. It originally aired December 19, Antonis, Take two Thank you for the year We’re sponsored by turn to communications, PR and content for nonprofits, your story is their mission. Turn hyphen two dot c o. Here is a zombie loyalists.

[00:02:41.54] spk_1:
Peter Shankman is a well known and often quoted social media marketing and public relations strategist. His latest book is Zombie Loyalists. He wants you to create rabid fans who do your social media marketing and PR for you. He’s got super ideas and very valuable stories. I’m very glad Peter Shankman is with me in the studio. He is the founder of Haro. Help, a reporter out connecting journalists with sources in under two years from starting it in his apartment. Horror was sending out 1500 media queries a week to more than 200,000 sources worldwide. It was acquired by Vocus in 2010. He’s the founder and CEO of the Geek Factory, a boutique social media, marketing and PR strategy firm in New York City. Peter is on NASA’s civilian Advisory Council. You’ll find him at Shanklin dot com, and he’s at Peter Shankman on Twitter. His latest book is Zombie Loyalists, using great service to create rabid fans. I’m very glad his book brings him to nonprofit radio and the studio Welcome, Peter. Good to be here, honey. Thanks Pleasure. You, um, live on the West Side of Manhattan And you and you. There’s a there’s a pretty well known five star steakhouse. I’ll get Wolfgang’s not far from you,

[00:02:44.54] spk_0:
but you pass

[00:02:45.28] spk_1:
it to go to a different steakhouse. Correct? Morton’s correct. Why is that?

[00:04:33.94] spk_0:
I am a zombie loyalist to Morton’s. What does that mean? I, uh love the service, the attention to detail, the quality, the the sort of where everyone knows my name mentality. When I walk into that Morton’s or any Morton’s around the world, they have a tremendous, uh, customer relationship management system. When I call one number, uh, in New York or anywhere in the world, it they know who I am by my cell phone. And, uh, I’m treated with just, you know, phenomenal, uh, happiness to to hear from me and my wishes are granted as it were. I we have a happy hour holiday party coming up at Morton’s next couple of days. And, you know, as always, I forgot to call and make a reservation. And, you know, I called yesterday and said, Hey, I need a, uh, she has to get a reservation for seven people. Um, you know, Thursday night at seven p.m. Which is, you know, the week of the holiday party, and, uh, they looked and they said, Oh, well, and then I guess their computer system kicked in. Of course, Mr Shank, not a problem at all. We’ll get the frame and we you know we’ll have. We’ll have a great booth for you that, um, you know, and we’ll we’ll tell us the names of people attending and, you know, you know, you know, they’re gonna have specialized menus for them and their names on they Really, they have a really high level of service that they provide, not just to me. That’s the beauty of it. You know, it’s one thing, everybody. Yeah, it’s one thing that they just provided to me, but they do that for everyone. And that is huge because, you know, being able to call when a normal person makes reservation. And not that I’m special. I’m actually rather abnormal. But when a normal person makes a reservation and says, Uh, no, Martin says. Okay, great. Are you celebrating anything? So, yeah, it’s my wife’s birthday that’s always asked to anyone who calls. I said, Oh, you know what? It’s my wife’s birthday. Great. What’s her name? And her name is Megan. Whatever. And you go in and they and you sit down on the on the on the menu. It says, Happy birthday, Make it. And then Megan, whoever she happens to be, we’ll spend the next 45 minutes, you know, taking 50 selfies with her menu and and that will go online. And when her friends, you know, want that same experience, they’re going to go Morton’s,

[00:05:04.54] spk_1:
you say, uh, in in the book, you get the customers you want by being beyond awesome to the customers you have. And that’s why I wanted to start with that Morton story, which is in the middle of the book. But they do it for everybody, and then they have the V. I. P. S as well. And there’s the terrific story of you tweeting tell that story. That’s a good story. It’s

[00:07:24.54] spk_0:
a good story. I love stories. I was flying home from a day trip to Florida and was exhausted and starving, and they trip meeting you’re flying down and slow down at six a.m. At a lunch meeting, flew back the same day. You know, one of those one of those days, and I jokingly said, the tweet Hey, Morton’s, why don’t you meet me at Newark Airport when I land with a porterhouse in two hours? Ha ha ha ha ha. Um, you know, I said it the same way you’d say, Hey, winter, please stop snowing. Things like that and I landed. Uh, find my driver and sit next to my driver is a, uh is a waiter in a tuxedo with the Mortons bag. They saw my tweet. They put it together. They managed to bring me a, uh, a steak and, you know, as great of a story as it is, it’s that’s that’s it’s a great stunt and it’s a great story and it wasn’t stage, and it was completely amazing. But, you know, that’s not what they’re about. They’re not about delivering states airports. They’re about making a great meal for you and treating you like world when you come in. And you know, if they just did that, if they just delivered the state of the airport, but their quality and service sucked, you know, it wouldn’t be a story because, you know, you know what they did for Peter. But, you know, my steak is cold. So what it really comes down to is the fact they do treat everyone like kings. And that’s that’s really, really important, because what ends up happening, you have a great experience importance. And then you tell the world you know Oh, yeah, Great dinner last night. that was amazing. I would totally eat there again. And as we move to this new world where you know, review sites are going away and I don’t I don’t need to go to yelp reviews from people I don’t know. You know, if they’re shills or whatever the case may be, I don’t know. Or trip Advisor. Same thing. I want people in my network quite trust and and people in their network who they trust by default, I trust. So that’s gonna be that’s already happening automatically. You know, when I when I land in L. A and I type in steakhouse, uh, you know, not me. I know, I know where the steak house in l. A. But if someone types into Google Maps or Facebook Steak House in Los Angeles, you know they’ll see all the steak houses on Google map. But if any of their friends have been to any of them, they’ll see those first. And if they had a good experience, only if the sentiment is positive. Well, they see those first. And that’s pretty amazing, because if you think about that, the simple act of tweeting out of photo Oh, my God. thanks so much. Martin’s love this. That’s positive sentiment. The network knows that. And so if you’re looking for a steakhouse, you know, and your friend six months ago, I had that experience. Oh, my God. Amazing state. This is a great place. There’s a the sentiment’s gonna be there. And and And the network will know that network will show you that steakhouse because you trust your friend.

[00:07:25.84] spk_1:
And this is where we start to cultivate zombie loyalists. Exactly. Through this awesome customer service of the customers, you you have to say more about

[00:08:22.64] spk_0:
zombie. I mean, you have so many companies out there who are trying to get the next greatest customer. You know, you see all the ads, you know, the Facebook post. You know, We’re at 990 followers are 10 are 1000. Follower gets a free gift. Well, that’s kind of saying screw you to the original 990 followers who you had who were there since the beginning. We don’t care about you. We want that 1000 you know, that’s not cool. Um, the the the companies who see their numbers rise and you see their fans increase and their their, um um revenues go up are the ones who are nice to the customers they have. Hey, you know, customer 8 52. It was really nice of you to join us a couple months ago. How? You know, how are you? We noticed that you posted on something about a you know, your car broke down. Well, you know, we’re not in the car business, but, you know, your your two blocks from our our closest outlet or whatever. And you know, if you if you need to come in, have a cup of coffee when I use the phone, Whatever. You know, those little things that you can do that that that really focus on the customers you have and make the customers. You have the ones who are the zombies who tell other customers how great you

[00:08:35.54] spk_1:
are. And this all applies to non profits, certainly as well in

[00:09:12.94] spk_0:
the system. But even more so, I mean, if you you know, non profits are constantly worried about how to how to make the most value out of their dollar and how to keep the dollar stretching further and further, and you know you have this massive audience who has come to you, who is a non profit? Who said to You know, we want to help here we are volunteering our help and just simply treating them with the thanks that they deserve, not just as simple. Hey, thanks for joining us, but actually reaching out, asking what they want, asking how they like to get their information. Things like that will greatly increase your donations as well as, um, making them go out and tell everyone how awesome you are and letting them do your PR for you. And

[00:09:17.22] spk_1:
that’s what a zombie loyalist does. And this is for this. Could be donors could be volunteers organization who aren’t able to give a lot. But giving time is enormous.

[00:09:25.27] spk_0:
And if you know if they have such a great time doing it, they’ll bring friends

[00:09:29.84] spk_1:
as zombies.

[00:09:49.84] spk_0:
Do you know zombies have one purpose in life? A. Real zombies have one purpose in life that’s to feed. It doesn’t matter. How the Mets are doing it doesn’t matter, you know, because chance that they lost anyway. But it doesn’t matter how, how anyone is doing, you know, or what’s going on in the world and any kind of bad. It doesn’t matter what matters with zombies. Where are they gonna get their next meal? Because they feed and they have to infect more people. Otherwise they will die zombie loyalists to the same thing. All they have to do is make sure that their customer, they tell the world, and we all have that friend who does it. You know that one friend who eats nothing but the olive garden because oh my God’s greatest breadsticks everywhere, you know and they will drag your ask the olive garden every single time they get that chance. That’s a zombie loyalist,

[00:10:04.75] spk_1:
and you want them to do that for your nonprofit, and there’s a big advantage to being a smaller, smaller organization. You could be so much more high touch, and we’re gonna talk about all that. We got the full hour with Peter Shankman. Gotta go away for a couple of minutes, stay with us.

[00:10:35.54] spk_2:
It’s time for a break. Turn to communications. You’re 2022 writing. Do you have time to do all the projects that you need to do? Like social posts and blog posts, newsletters and annual report Web updates board reports, fundraising appeals and acknowledgment messages. What about your staff Communications? What about your process? Documentation? What about training and on boarding documents?

[00:10:51.74] spk_1:
Do you need help with writing

[00:10:53.52] spk_2:
In 2022?

[00:10:55.64] spk_1:
I mean, you can talk to them about

[00:11:24.24] spk_2:
2023, but that seems premature. But if you need help in 2022, with all your projects talk to turn to, they can create the content for you. They’ll get to know your tone and your messaging. They’ll create in your voice, turn to communications. Your story is their mission. Turn hyphen two dot c o. Now back to zombie loyalists.

[00:11:27.44] spk_1:
Peter, it doesn’t take much to stand out in the customer service world, does it?

[00:11:52.24] spk_0:
It really doesn’t, you know. And the reason for that is because we expect to be treated like crap. You know, if you think that I I I love this example. Whenever I give speeches, I asked, I asked everyone the audience I’m like who here has had a great flight recently, Like at least one person raised their hand. I’m like, Okay, what made it great and without fail. And I said, Well, we took off on time and I had the seat I was assigned and we landed on time. And so you paid for a service. They delivered that service and you’re over the freaking moon about it. Like that’s the state that we’ve become. You know, that’s how bad customer service has been that you are just beyond thrilled that they did exactly what they said they were gonna do it. Nothing more.

[00:12:05.51] spk_1:
Less than 20 minutes in the post office line.

[00:12:24.44] spk_0:
And I’m ecstatic Exactly. You know, it’s so we really are at a point where we only have to be one level above crap. I’m not even asking my client to be good. Just one level of crap. You know, if everyone else’s crap and you’re one level above that, you’re gonna win. It’s my favorite. One of my favorite jokes. Um, the two guys are out in the woods hunting in the woods and or just jogging and was the first one sees a bear and they see these bearings bears raised and he’s about to strike. And the first one reaches down and tightens up his laces on his running shoes and see what the studios don’t be. Don’t be. Don’t be an idiot. You can’t outrun a bear because I don’t need to. I just need to outrun you. You know, I love that joke because it’s it’s so true. That’s the concept. You know, all you have to do is be just a little bit better than everyone else and you’ll win the whole ballgame.

[00:12:50.14] spk_1:
Now we have to set some things up internally in order to have the structure in place to create these The zombie loyalists.

[00:16:14.14] spk_0:
Yeah. I mean, you have a you have a company where the majority of people in your company are afraid to do anything outside the norm, you know? I mean, look at look at the cell phone company. You know, they call them cause you have a problem, right? 18 T or T mobile. You call them, you have a problem. They are actually the customer service people to handle your caller, actually judged and rewarded based on how quickly they can get you off the phone. You know, not on whether or not they fix your problem, but how fast they can get you off the phone. Which means how many more? Cause I remember I worked when I worked in America Online. We all had to do a day of customer service every month just to see what it was like. That was a brilliant idea. But, you know, again, it was a system called Vantive, where you’d sign on and as soon as you signed on, if you want to call, you know, that was tacked against you. And if you were in a call and and it went over a certain amount of time, that was tacked against you, So the decks were stacked Not in the favor of the customer. There are some companies out there who allow their customer service employees to simply be smarter about what they do and do whatever it is they need to do to fix the problem. Um, you know, my favorite story about this Verizon, uh, wireless. I went overseas as in Dubai, and I landed to buy and I turned on my phone. I had gotten global roaming on my phone, Which, you know, $20 for every 100 megabytes. Okay, so I land and I turn on my phone and it says, um, like before I’m even off the plane. I get a text that you’ve used $200 in roaming charges on what the hell you know, $300 by the time I get off the plane. Like something’s up here. So I called Verizon and a nice guy answer the phone and Oh, yeah. I mean, you know, the first thing that was Yes. So you do have global roaming, but it doesn’t work in Dubai, I’m like, Okay, well, that’s not really global. That’s more hemispherical. Roaming, I think is the issue. And so the, uh I said, Well, look, I’m gonna be here for a week. I said, you know what? You have my credit card on file build me like I don’t know. Can you give me, like, 1000 bucks and just let me have the phone for, like, the week? And you know, daddy, you know, 500 bucks, I won’t go over two gigs. Would just do something for me. Sorry, sir. I’m not authorized to do that. Um, you can. I’m like, So what do I have? He’s like, Well, you can pay $20.48 a megabyte. I’m like, I’m sorry. Seriously, which equates essentially two. I will be charged $20.48 seconds, $20 or 48 cents for every I think at the time was for every four seconds of the video Gangnam style, if I decided to watch on my phone Like this is pretty ridiculous. So I simply hung up, hung up on Verizon. I went down the street to do by the mall of the Emirates, which is the largest mall in the world, has a freaking ski slope in it. And I’m not joking. It has a ski slope in the small and, uh, went to one of the 86 different electronic stores in this mall. Uh, but an international unlocked version of the same exact cell phone I have went next door to the local SIM card store, bought a SIM card that gave me 20 gigabytes of data and 1000 minutes of talk for $40. I then put that in my phone because it’s an android phone. I simply typed in my user name and password for Google and everything imported, and Verizon did not get a penny on that trip. Um, how easy would have been for Verizon to say Okay, you know what? We’ll cut your brake uh, they still make a lot of money off me. And I would tell the world how great Verizon was to work with and how wonderful, how helpful they were. Instead, They guaranteed that I will never they will never make a penny for me on any international trip. And I take, what, 15 of them a year. Because now my cell phone, um, my international cell phone that I bought all I do is pop out the SIM card in my land. Wherever I am, put in a new SIM card. So

[00:16:14.85] spk_1:
and you’re speaking and writing and telling bad

[00:17:32.54] spk_0:
stories, Of course. And and every time I tell the story about Verizon, I make it a little worse. Apparently, Verizon, uh, tests out the durability of their phone by throwing them kittens. I read this on the Internet Must be true, but, you know, not necessarily. But you know, the concept that that all they had to do, all they had to do was in power mark customers. And it wasn’t Mark’s phone. Mark was a really nice guy, but he was not allowed to do that. He would get fired if he tried to do a deal like that for me. And so it’s this concept, you know. And the funny thing is, it comes down to if you really want to go down the road. In terms of a public company like Verizon of where the issue is, you can even trace it to fiduciary responsibility because the fiduciary responsibility of any company CEO all the way down to the employee is to make money for the shareholders. Okay, that’s the future. Responsibility means by not allowing me, they’re not allowing Mark, the customer service agent to to help me and take a different tack. He’s actually losing money. Too many CEOs think about the next quarter, so we have to make our numbers. Next quarter, I’m fired. Companies in other countries tend to think of the next quarter century, And they make a much bigger difference because they think, Okay, what can we do now that will have impact in the next 5, 10, 15 years, you know, and really implement the revenue that we have and and augment and companies Americans don’t think about that, and that’s a big problem. I

[00:17:39.24] spk_1:
buy a product line, uh, has a lot of natural and recycled materials its seventh generation and their, um, their tagline is that in in our every decision, we must consider the impact on the next seven generations. It comes from an American Indian.

[00:17:48.98] spk_0:
It’s a great it’s a great line. I mean, just think about how much money Verizon would have made for me in the past three years. Just just in my overseas, you’d be telling

[00:17:55.71] spk_1:
a story about like them about Martin’s like the one of Morton’s

[00:18:19.64] spk_0:
look, a lot of people listen to me and they for a time when you Googled roaming charges variety When you Google Verizon roaming charges. My story about how I saved all this money came up first because I did the math. And if I had not called Mark and bought my own self on and done this, I would have come home with $31,000 cell phone bill and your damn of what I’m gonna do anything about that would be like up Too bad. Sorry should read the fine print

[00:18:23.91] spk_1:
and plus the the employee who sold you the quote international

[00:18:27.56] spk_0:
plan, right?

[00:18:28.53] spk_1:
I’m sure you told her,

[00:18:29.93] spk_0:
she said, where we’re going, I’m going to Canada and I’m going to Dubai. I’m assuming she didn’t know where to buy, was she? Probably. It was near Canada, but, uh, yeah, Long story short, I couldn’t use it.

[00:18:40.14] spk_1:
All right. So employees have to be empowered. There has to be. We have to be changing a thinking too. I mean, the customer has to come first. The donor of the volunteer

[00:20:41.74] spk_0:
Don’t volunteer. You get at the end of the day, where is your money coming from? I don’t care if your nonprofit or Fortune 100, where’s the money coming from? You know, and if you we see it happening over and over again, we’re seeing what you’re seeing right now. Play out every single day with the company uber, um, and uber. It’s so funny because uber makes, uh, you know, they’re valued at $40 billion right now, but that doesn’t mean anything that doesn’t mean anything. If people are running away in droves, which people are, there’s a whole delete your uber app movement. People are God’s people are leaving. What’s the problem? Well, it’s several number one. That uber is run by a bunch of guys who honor the bro code. The company was actually started by a guy who, in on business in business insider, said he started the company to get laid. Um, his goal was to always have a black car When he was leaving a restaurant, uh, to impress the girl he was with that he came out and said that And you see that culture run rampant throughout uber, um, from their God mode, where they can see they actually created. It was, uh I don’t know where I read this business insider as well. It was They created a hookup page that showed or or or or walk of Shame Page that showed where, uh, women were leaving certain apartments like on weekends going, leaving certain place on weekends, going back to their home. Um, it was obvious that they, you know, met some guy like they did that. And then, of course, just their whole surge pricing mentality, which is, you know, two days ago there was a couple days ago. It was a the terrorists of the figures, a terrorist attack in Sydney at that at that bakery and Sydney, uh, uber and Sydney instituted surge pricing for people trying to get out of harm’s way. You know, and and they later refund it. Always a computer glitch. You know, I’m sorry. You have a stop button. And you can when you see something happening like that, this has to be someone in the office, because you know what? Not cool. We’re going to take care of that and and hit the stop button. And it was Yeah, bad tons and tons and tons of bad publicity. You know, I was having an argument with one of my facebook page facebook dot com slash peter Shankman Because they said, Oh, you know, um, so what? They don’t they don’t turn on surge pricing, don’t have enough cabs there, and, you know, people can’t get home. I said I’m pretty sure that the only I’m sure that no one had cab companies there. I’m sure that there wasn’t anyone who had enough cars, their private cabs, ubers, whatever. Yet the only stories I read about companies screwing up during the event where uber not Joe’s Sydney cab company. You know, I didn’t see him screwing up because he didn’t turn on surge pricing. You gotta You gotta respect your customer. You have to,

[00:21:07.34] spk_1:
As we’re training for that then not only, uh, trying to change their mind shift. Well, in in trying to change that mindset rewards for for customers, for employees that do go, do go the

[00:22:11.74] spk_0:
extra mile. Well, first of all, if you give the employees the ability to do it to go the extra mile and I understand they won’t get fired, you’re not gonna get into. I always tell every one of my employees you’re never gonna get in trouble for spending a little extra money to try and keep a customer happy. You’ll get fired for not doing it. You know, you get fired for, not for seeing an opportunity to fix someone and not taking not doing everything that you could. You know? Ritz Carlton is famous for that. Ritz Carlton hires people not because whether they can fold a bedsheet but for how well they understand people. Because in Rich Collins mind, it’s much more important to be A people person and be able to be empathetic. And that is such a key word. Empathy is just so sorely lacking. You know how many have called customer service? Yeah, you know, I have to have to change my flight. My my my aunt just died. I really need to 100. Okay, great. That’s $300. I just want to go an hour earlier. You know, you show up at the airport, your bag is overweight by half a pound. $75. I just Can you Can you just cut me some slack? Nope. So empathy and giving the custom, giving the employee the ability to understand that the customer that sometimes you can make exceptions and it is okay to make changes.

[00:22:18.91] spk_1:
And this is where a smaller organization has huge

[00:22:33.84] spk_0:
advantage. It’s easier to change. That’s what kills me. You know, I go to these. I try to frequent small businesses when I can I go to some of these small businesses and they won’t they act like large businesses, you know, in the respect that they don’t have a like they

[00:22:35.45] spk_1:
want to be respected. Almost. They

[00:23:14.14] spk_0:
Don’t have, like, a 66,000 page code that they have to adhere to. They can simply, uh, do something on the fly. And yet, for whatever reason, they won’t do it. And and it’s the most frustrating things. Like guys, you’re acting like a big you’re acting like Mega Lo Mart here, you know, And you’re not Mega Lo Mart, and you’re just Joe’s house of stationary, whatever it is and you know, Not be able to help me. You’re pretty much killing yourself because you don’t have 85 billion customers that come through the door after me, you know? But I have a pretty big network, and for small business to get killed socially, as social becomes more and more how we communicate, you know, it’s just craziness.

[00:23:23.64] spk_1:
It’s, you know, we’re pretty much in the world. I think we’re something almost hasn’t happened to you unless unless you share it.

[00:25:44.34] spk_0:
I joked that, you know, if I can take a selfie. Was I really there? Um but it’s true, you know, we we do live in a world where, you know, I remember God 10 years ago. Maybe not even not even 10 years ago. I was one of the first people to have a phone in my camera you know, and it was like drinking from that’s what I said. Yeah, I can’t find my phone right. And it was like a I think it’s a 0.8 megapixel, you know, it looked like I was taking a picture with a potato. But it was, um it was this. I remember it was 2000 and two, and I was in Chase Bank and there was a woman arguing with the teller, and I pulled out my video. You know, it was it was the crappiest video you’ve ever seen. But I pulled it out and I said, You know, uh, I started recording, and the woman behind the woman behind the counter was the woman behind the counter was talking to the customers, saying, You do not speak to me that way. You get out of this bank right now and the customers saying, I just wanted my balance, and you and the manager comes over and get this whole thing on my little crappy three g Motorola phone phone. And I remember I posted online, and Gawker picks it up. I gave my email. You know, my headline I put on my blog was, you know, chase where the relationship is that Go after yourself, you know? And it was It just got tons of play. And then Gawker picked it up. It went everywhere. Totally viral. So it’s one of those things here, just like, you know, this was in 2000 and two. It’s 12 years later. How the hell can you assume that nothing is being that you’re not being recorded? You know, I I remember blowing I sneezed a couple weeks ago and, uh ah, not to get too graphic here, but I needed a tissue big time after I was done, anything. I remember going through my pockets looking for desperate, looking for tissue and looking around making sure I wasn’t on camera somewhere that someone didn’t grab that. Give me the next viral sensation, you know? I mean, I went God, I went to high school with eight blocks from here, right? If the amount of cameras that are in Lincoln Center today Were there in 1919, 90 be having this conversation entirely, I’d be having this conversation behind bulletproof himself. And, um, yeah, so you know, you’d be you’d be talking to You have to get special clearance to visit me, probably at the Supermax in Colorado. So, you know, it’s it’s one of those things that you’re just like my kid, who’s who’s almost two years old now is going to grow up with absolutely no expectation of privacy the same way that we grew up with an expectation of privacy. And I’m thankful for that because she will make a lot less stupid moves. You know? I mean, God, the things that I thought, you know, in, in, in, in high school I thought the stupidest in the world. Thank God there wasn’t a way for me to broadcast that to the world in real time. Jeez, thank God

[00:25:59.64] spk_1:
creating these zombie loyalists. And we’ve got to change some. We’ve got to change culture and thinking and reward systems. Let’s go back to the cost of all this. Why is this a better investment than trying to just focus on new donors?

[00:27:20.74] spk_0:
I love I love this analogy and I’ll give you a fun analogy. Let’s look at a bar and there’s a very cute girl across the across the park and she catches my eye catcher. I go up to her go. You know you don’t know me. I am amazing in bed. You should finish your drink right now. Come home. Let’s get it on. I’m gonna impress. I’m that good chance that she’s gonna throw a drink in my face. Go back talking to her friends. I’ve done a lot of research on this. That’s probably understand. Now let’s assume let’s assume an alternate world. I’m sitting there on my phone. I’m just playing like, you know, some words with friends like that. And, uh, she’s over there talking to her friends, one of her friends. Holy crap. That’s Peter. I think that’s Peter Shankman. I’ve heard him speak. He’s in this fantasy world. I’m single, too. He’s I think he’s single and he’s having this amazing guy. I know he has a cat you have. You should totally go talk to him. At the very least, I’m getting this girl’s number. That’s PR. Okay. And what do we trust? More me with my, you know, fancy suit collar Going over the seventies, leaders did. Hi, I’m amazing. Or the girl saying, Hey, we’ve been friends since third grade. I’m recommending that guy. You should trust me on this, You know, obviously that that’s where, uh, good customer service comes into play. And that’s where corporate culture comes into play. Because if I have a great experience with you and at your company, I’m going to tell my friend when they’re looking and I will stake my personal reputation on it. And there’s nothing stronger than that.

[00:27:26.19] spk_1:
And these are the people who want to breed

[00:27:27.55] spk_0:
as it’s stronger than advertising stronger the marketing

[00:27:30.74] spk_1:
and they’re gonna share. People

[00:27:55.94] spk_0:
want to share that. I think about the Internet runs on two things. It runs on drama, drama and bragging or bragging and drama. And if you if you need any proof of that, you know, go and look at all the hashtags with crap that’s happened, you know, bad customer service, bad, whatever. But then look at all the good Hashtags. You know, when our flight’s delayed for three hours and we lose our seat. Oh my God, I hate this airline. Worst airline ever. But when we get upgraded right hashtag first class bitches or whatever it is, you know something stupid like that and the whole because we love to share. It’s only a great experience if we can tell the world, and it’s only a bad experience if we can make everyone else miserable about it as well.

[00:28:54.94] spk_2:
It’s time for Tony’s take two Thank you for the year. It’s been another the second in a row up and down years. But you can count on nonprofit radio, and I know I can count on you are consistent, loyal podcast listeners year after year or some of you. Some of you knew this year. Welcome. Whether you knew this year whether you’ve been with us for a long time. I mean, this is show # 570. So, have you been with us 570 shows? Um, that’s a long time that I’ve been here. I’ve been here 570, however long. Thank you. Thanks for being with us. Yeah. And up and down year yet again. But, you know, you can count on nonprofit radio,

[00:29:00.74] spk_1:
and I know I can count on you.

[00:29:31.84] spk_2:
That’s the That’s the bargain. So thank you. Thanks for the year. We’re gonna be off next week and then and then back in early January. Thanks very much. So glad to have you with me. That is, tony. Stick to We’ve got Boo Koo, but loads more time for the classic zombie loyalists.

[00:29:41.34] spk_1:
Peter, you have a golden rule of social media that that a good number of customers like to share and people are going to keep doing it.

[00:31:15.14] spk_0:
People will always share again. It goes back to the concept that if you create great stuff, people want to share it because people like to be associated with good things. If you create bad stuff and buy stuff, I can meet, I mean anything from a bad experience. Too bad content. People not only won’t share that, but we go out of their way to tell people how terrible you are. Um, you know, how many times have you seen companies fail horribly? Uh, you know, after major disasters when companies are tweeting, um, you know, completely unrelated things after after a random school shooting? Uh, no. It was after the shooting at the theater in Aurora, Colorado at the Dark Knight. Um, the NRA tweets. Hey, shooters, what’s your plans for this weekend? You know, and I’m just going, really, you know, but And of course, the thing was, the thing was retweeted millions of times, you know, with the sort of shame on the NRA. So we we’re a society. Like I said earlier, that loves to share when when great things happen to us, but loves to tell the world when we’re miserable, because we’re only truly miserable. We make everyone else miserable right now, Um, it’s funny you mentioned, uh, generosity series, Uh, the one of my favorite stories, which goes to sort of a bigger picture of culture. And, um, somehow when you’re just doing your job because that’s what you’re supposed to do your job. But you don’t realize there are ways to get around that. I I listened to your podcast, among others, when I’m running through Central Park, Um, and more like, if you know, my body type more like lumbering through Central Park. But I get there. I’m an iron man. I have, I have that. And so I go through Central Park and it’s super early in the morning cause I usually have meetings and I don’t run fast. Um, I run like I really don’t run fast, but But as I’m running, But

[00:31:24.23] spk_1:
let’s give you the credit. You have done a bunch of iron man. I have try.

[00:33:28.64] spk_0:
I do. I do it, you know, my mother tells me that I just have very poor judgment in terms of what sports I should do. But, um, on the flip side. I’m also a skydiver, which is with my weight is awesome. Yeah, I fall better than anyone. Um but so I’m running through central park. Last year it was February, February of of 13 and 14 of this year and it was probably about 4. 45 in the morning because I had a an eight. AM meeting. I had to do 10 miles. So 45 in the morning, I’m running about but around 19, 79th, 80th Street on the east side, in the park and a cop pulls me over and I said, What are you doing? I look at him, you know, I’m wearing black spandex. I have a hat. It’s five degrees. I don’t like what I’m playing checkers, you know? But, you know, I’m like, I’m running and he’s like, Okay, can you stop running? I’m like, Okay, because they give the park’s closed like, No, it’s not like I’m in it. Look around. There are other people who know part does nobody else exam. I’m like, he’s like, Do you have any idea on you? I’m like, No, I’m running. He goes, What’s your name? I’m like, seriously, like I’m writing you a summons. I’m like you’re writing me a summons for exercising. I just want to clarify that you’re writing music, and sure enough, I wrote me a summons for exercising in Central Park before it opened. The charge was breaking the violating curfew. You know, I’m like I get the concept of the curfew is to keep people out after two a.m. It’s not to prevent them going in early to exercise, to be healthy. I’m like, I’m not carrying, you know, a six pack. I’m not drinking a big gulp. I’m not smoking. I’m you know, I’m doing something healthy, and you’re writing me a summons for it. Um, and I said, you know, I’m gonna have a field day with this. I said I I kind of have some fathers. There’s gonna be a lot of fun. I’m not, You know, I know you’re just doing your job, sir, even though you have the discretion not to, but Okay, so I go back home, take a picture of my ticket, I email it to a friend of mine in New York Post. You know, front page, New York Post. Next day. No running from this ticket. You know for that. Great New York Times covered it. Runner’s world covered. I mean, I went everywhere. Gawker covered it, you know? And And my whole thing was just like, Dude, you have to scratch. Look at me. You know, I’m not I’m not even going super fast, for God’s sake. I’m just I’m just trying to exercise here, you know? And of course, I went to court, and I beat it. But how much money they cost the city for me to go to court, fight this thing? You know, every employee you have to give your employees the power of discretion. The power of empathy to make their own decisions. If you go by the book, bad things will happen.

[00:33:36.14] spk_1:
And again, small shops. So much easier to do. Flat line, flat organizations.

[00:35:10.94] spk_0:
I work with a non profit um, animal rescue nonprofit. Um, a friend of mine was a skydiver and shot him out. No, I can’t, but but there’s a friend of mine was a skydiver, and she was killed in a base jump several years ago. And her husband asked to donate in her memory to this non profit. So I said, I’m a check and about three months later, I get a coffee table book in the mail. And I was living by myself at the time. I didn’t own a coffee table. It was more money to spend on my flat screen. And I remember I call I look at this coffee table book. I throw it, I throw in the corner. I look at it over the next couple of days and pisces me off. And how much How much of my donation did it cost to print? Well, and produce this book to me, And so I called them up. Well, sir, we believe most of our donors are older and probably refer to get a print version as opposed to, like digital. You know where they throw it away and like, you don’t throw digitally, but okay, um, I’m like So So you’ve asked your you’ve done surveys and you’ve asked, you know, we just assume that most of them are older. I’m like, Okay, So I opened my mouth, wound up joining the board, and I spent the next year interviewing customers, interviewing every current and past donor about how they like to get their information and shock of shocks, 94% said online. And so over the following year, we launched Facebook page, Twitter page, uh, Flickr account, YouTube, everything. Ps the following. After that, donations went up 37% in one year In that economy is right around 809. Donations went up 37% in one year, and they saved over $500,000 in printing, mailing and reproduction. Imagine going to your boss. Hey, boss. Revenues up 37%. And we saved a half million dollars. You’re gonna buy a really good beer. You know, all they had to do was listen to their audience, be relevant to the audience you have, and they will tell you what they want. We have tons

[00:35:17.89] spk_1:
of tools for segmentation. My God, you’ve got to listen to what segment that you want to. People want to

[00:37:33.83] spk_0:
be in. You know, someone? Someone asked me that they show what? What’s the best? I knew nothing about the company. What’s the best, uh, social media outlet for me to be on? Should be on Twitter should be on Facebook. I said, I’ll answer that question. If you can answer this this this question to ask you is my favorite type of cheese Gouda or the number six? Yeah, they say, I understand that’s not a real question like neither is yours. Like I can’t tell you where the best place to be your audience can. I said, Go ask your audience. Believe me, they will tell you there’s a gas station in the Midwest. Come and go. Um, I just love the name K U M and G O come and go and they’re tackling the book you can read more about. Their tagline is always something extra. I mean, come on, the jokes just write themselves, for God’s sake. But they don’t take themselves too safe. Really love that Come And just knowing the name of the company gas station. And, um, you know, I remember there in Iowa and I went to visit a friend in Iowa and I was like, You got to get a photo of me in front of come and go inside. And the beauty of this is that some of their employees actually look at their customers when they’re on their phones and the stories go. You know what do use Twitter or Facebook? And they say Oh, yeah, And they record that information and they know it. God, customers will give you so much info if you just ask them, because then they feel invested. They feel invested in your company. They feel like they that you took the time to listen to their nonprofit request for their their their questions. And they feel like they did for Harrow. Every month we have a one question Harrow survey, you know, harrowing question survey. And it was like 1000 people respond, and I spent the entire weekend emailing Everyone responded, thanking them personally took my entire weekend. But it was great, because what wound up happening is that, you know, if we took their advice and launched on Monday with the new thing, they go, Oh, my God. Howard did this. They took my advice. Well, yeah, it was your advice to 800 other people’s advice, but we took it and they’d be like, Oh, my God, this is it. And it just it just made them so much more loyal. And they tell hundreds and hundreds and hundreds of people we get I mean, there were days like there are days where I was in Temple one morning, the Garment Center synagogue and my phone. I feel my phone getting really hot in my pocket, which is not normal, and I’m starting to hurt and I look at it. It’s almost on fire. It had frozen because we were mentioned in Seth Godin’s morning blog, and at that time I was getting emails. Every time we get a new subscriber and the phone is actually frozen and was locked and and was like overheating, I take out the battery and reset the entire phone because we just got so many new like 14,000 subscribers in, like, three hours. It’s obscene. Obscene,

[00:37:35.25] spk_1:
you say. Excuse me? You say, uh, that customer service is the new advertising marketing NPR?

[00:40:23.41] spk_0:
Yeah, it really is well again. You know, if we’re moving into that world where so imagine a lava lamp and I love that. I can use this analogy. Imagine a lava lamp. Lava lamp has water, oil and heat source. Right heat source heats the oil. The oil flows through the water. It makes pretty colors. I’ve heard it looks really good when you’re high. Now I’ve heard now imagine if Crystal’s imagine if you are, uh, everyone you meet in your network, okay, is a drop of oil. The water is your network. And what is your world? Everyone you meet in your network from from the guy you’re sitting doing the radio interview with to the guy who serves you ice cream with local deli to the guy who does your dry cleaning to your girlfriend to your wife, too, at the same time to your kid’s second grade teacher to your second grade teacher years ago. Everyone you meet is in your network, you know, right now, when Facebook first started, I would see the same weight from a kid with junior high school with his posted at the same weight as like my current girlfriend, Which is ridiculous. I don’t need to know about everything my friend from junior high schools do. We have to talk to the kid. In 15 years, Facebook’s gotten a lot smarter as Google. Now I see the people I communicate with the most, okay, and if I if I reach out and communicate with new people, they start rising in my feet and my stream. If I don’t they fall. It’s just like a lava lamp. Every person you connect with is a drop of oil. The heat source at the bottom that’s rising. Raising or lowering those drops of oil is relevance. So if you imagine the heat sources relevance and the more I interact with someone, the more the higher they go in my network. And the more I see of them, the more trust level there is. When I’m at a bar and I meet someone at a restaurant or conference, I meet someone. I don’t need to, um, connect them. I don’t need to go on Facebook and friend requested, you know, awkward friend. Requesting is when you stop and think. The last time I friend requested some of the real world was second grade. Will you be my friend? My daughter is doing that because, you know, she goes into like, the cat. Will you be my friend like honey? The cat doesn’t wanna be here, but you know it’s this awkward thing. Who the hell friend request someone anymore? If I’m if I’m hanging out with you to bar and we connect again and we talk and we go out to dinner and we’re having a good time with friends. I don’t need to first request that you, you know, that’s going away Friending following liking and fanning is all going away. What will interact is the actual connection. So if I meet with you and I have a good time with you and we talk again if I use your business, if I go to your non profit, if I donate if I volunteer or whatever the network knows that the more I do that, the more interact with you. The more you have the right to market to me and the more you will be at the top of my stream and the more I will see information about you, the less I will have to, uh, search for you. But if you do something stupid or were no longer friends, yeah, you’re going to fade and unfriend, you just disappear. Unfriending is also awkward. I dated a woman we broke up. It was nine months after we broke up. There was one other friend, the other one, because it’s just awkward. So I woke up in front of me anyway. But you know the concept of not having to do that, just, you know? Okay, I haven’t talked to in a while. I don’t see your posts anymore. It’s the real world. That’s how it should be.

[00:40:24.73] spk_1:
And if you’re not feeding zombie loyalists, they can start to defect questions. So I want to I want to spend a little time on. If you’re

[00:41:11.71] spk_0:
not talking to them, giving them what they want talking about their information, helping them out, they will gladly go somewhere else to someone who is. You know, if I have a great experience in the restaurant every week for three years and then all of a sudden over time, I’m noticing less and less that restaurants doing less and less to take care of me, you know, and maybe management to change. And I don’t feel that, you know, I’m ripe for being infected by another company. I’m right for someone else to come see. You know, Peter, Because if I tweet something like, Wow, I can’t believe I have to wait 40 minutes for a table that didn’t used to be like that. If someone else is smart restaurant, they’re following me. And they’re gonna get you know there’s no way. No way over here. Why don’t you come to black storms will give you a free drink you know, you know, and that right there, that’s the first sign of infection, and I might become infected by another by another. Company becomes a lot less for them.

[00:41:22.81] spk_1:
And so let’s let’s take. You have a lot of good examples. Let’s take a one on one situation. How can we start to cure that? The simple act of realizing

[00:41:42.21] spk_0:
following your customer’s understanding when they’re not happy and fixing the situation before it escalates. You know you can contain a small out Brett. A small outbreak small viral outbreak. You can contain that by getting the right people finding out what the problem is getting into one room, fixing their problems, healing them.

[00:41:42.84] spk_1:
You have a good united story. Back when it was Continental,

[00:42:40.50] spk_0:
I was a frequent flyer and booked a trip to Paris, and it was very angry because they charged me $400 and looking for you. Remember what it was and I called the CEO just just for the hell of it. I’m like, I’m gonna I’m gonna write a letter or an email. This was before Social wrote an email to the CEO and like this is ridiculous. I’m freaking tired, huh? And, like, 30 minutes on my phone rings. Hello? Peter, can you please hold for Larry Kellner, CEO of Cotton Airlines? I’m like crap, you know, and the guy gets on the phone. He’s like, Peter, How you doing? How you doing? Sorry, Clinton. These fees, their new, um, we send them a note, I’m guessing it and see it. We’re gonna waive them for you. But if you have any more problems, you know, feel free to call me and I end up the phone for the next 40 minutes, sort of staring at it like Holy crab Larry killed or the CEO of United. Everyone just called me and talk to me, and it was like it was like, God coming down and say you now have the power to levitate your cat. It was just ridiculous. And so, you know, I have been faithful to Continental and now united ever since, and and they continue to treat me with respect and and do great things, and they’re they’re improving. They’re getting a lot of crap over the past several years, and they really are starting to improve. It’s nice to see

[00:42:52.50] spk_1:
And not only, of course, your own loyalty. But

[00:42:54.41] spk_0:
you’re my God.

[00:42:55.11] spk_1:
How zombie loyalist for them And how many times how much it’s

[00:42:58.83] spk_0:
unquantifiable qualified. Dr. Drag, So many friends to united. I’ve made so many friends. Uh, my father, you know, uh, he only flies united now, which means he only drag drag my mom Only in United only drag my wife in United States. There’s a lot of a lot of work that way. Yeah.

[00:43:22.80] spk_1:
Are we gonna go away for a couple of minutes when we come back? Of course, Peter. And I’m gonna keep talking about his book Comes out in January. Zombie loyalists. You have some examples of zombie loyalist leaving and mass like dominoes. Netflix. They’re both They’re both in the book. So it’s so one leaving. If you know, if you’re not starting to cure one leaving,

[00:43:59.20] spk_0:
and then that’s the thing. You know that it will expand the internet with the hashtag everything like that. You know, it doesn’t take a long time. Um, for those things to sort of blow up in your face and, uh, you know, the end of the day, everyone say, Oh, you know Twitter is responsible for for us losing. No, they’re not. You’re responsible for you losing, you know, And And if your product isn’t great and you’re your actions, don’t speak well of who you are. Then there’s no reason your customers should stay with you, you know? And it was so social Media is really hurting us. I know you’re hurting yourself. The only difference is that social media makes it easier for the world to know about.

[00:44:06.14] spk_1:
They’re just telling the story. Yeah, dominoes and Netflix are good examples because they got back, they took responsibility and

[00:44:38.89] spk_0:
they both owned the dominoes, came out and said, You know what? You’re right. Our pizza. We do have a problem. We’re gonna fix this. And they spent millions fixing it. And sure enough, they’re back with a vengeance. Now I’m I’m maybe not even ordered them every once in a while and I live in New York City. That’s that’s a That’s a sacrilege. But, you know, I have the app on my phone from overseas, traveling somewhere I’ll be showing or whatever. And you know what? You’re gonna get it 11. 30 at night when your flight is delayed. You land down. Um, which reminds me I’d probably go exercise. On the flip side, you look at something like Netflix. They they also were screwing up, you know, They were losing their trying to switch between the two. They came up with a new name and everyone’s like, gross public man. And so and again you’re watching the same thing happened with uber right now would be really interesting to see if they’re able to repair themselves.

[00:44:55.39] spk_1:
Listening is important. Both both those. Both those two examples. They listen to their

[00:46:54.48] spk_0:
customers. I think there’s a problem with listening because everyone’s been saying, Listen, listen, listen for months and years and years and years now, But, you know, no one ever says that you have to do more than just listen. You have to listen actually follow up. It’s one thing to listen, you know, I use example, my wife I can sit there and listen to her for hours, you know? But if I don’t actually say anything back, she’s gonna smack me, you know, and go to the other room. And so you really have to. It’s a two way street. Listening is great, but you gotta respond and look, I’ll take it a step further. I was like, Oh, Twitter is so great because someone was complaining on Twitter and we went online, and we we saw the complaint that we fixed the problem and, yeah, how about if the problem don’t exist in the first place? You know, because the great thing about Twitter is that yeah, people complain on Twitter, the bad thing about it is they’re complaining about you on Twitter. So it’s like, What if the problem didn’t exist in the first place? What if What if you empowered your front desk clerk to fix the problem so that I didn’t have to tweet? Hurts is my favorite story about all this? Uh, I used to rent from Hertz religiously. Um, and then I went to, uh, Phoenix Sky Harbor Airport this past April, And I gave it. I was giving a speech, and I go and I my name is supposed to be on the board, you know? So I can go out to my car and it wasn’t it’s okay. It happens. I got upstairs. I wait 40 minutes on the v. line. um, after 40 minutes, they finally say? You know, there’s a, uh, only one guy here. A lot of people might have a better chance to go up to the regular line, like Okay. You probably have told us that a little earlier. Go to the regular line. Spent 45 minutes waiting. The regular line, it’s now been. Are you tweeting while this is happening? Well, I had enough. I was actually not only tweeting I had enough time to create a meme that should give you some idea of how long I was online with myself. And I was okay. Enough time. I mean, I get to the counter how I can help you. Yeah, I was downstairs the V i. P does, and they told me Oh, you’re very preservationist downstairs like, Yeah. Okay. Let’s let’s put a pin in that, um They just sent me up here, like right? They have to help you. Well, it’s not really they You guys are the same company. I mean, I can see the reservation on the screen. You you can help me. Sorry, sir, I can’t help. You have to get the V i p. Next. Like you just next to me. Okay, so if you know anything about Sky Harbor Airport in Phoenix. Um, all of the rental car company in the same place. So I walked 50 ft. It’s a

[00:46:57.76] spk_1:
bus, takes you to the big the Big pavilion, where they’re all

[00:48:53.37] spk_0:
next to each. I walked 50 ft from the cesspool of filth and depravity that was hurt to the the wonderful Zen Garden of Tranquility that was Avis. And in four minutes, I had a nicer, cheaper or nicer, less expensive car given to me a woman named Phyllis, who was 66 and moved to Phoenix from Detroit with her husband for his asthma. I knew this because she told me, um, she smiled at me. She brought her manager out and said, that’s another refugee from Hertz and I said, This happens a lot. They’re like, Yep, I’m like, Wow, you think they have done something about that? And so on the way out in Avis, um, I I thank them. I walked past her as I shoot them. This, you know, sort of look at the look of the beast. I get my Avis car to drive in my hotel. Once I get my hotel, I write a wonderful blog post about my experience called Peter and Hurts and the terrible, Horrible No book. Good, really bad customer experience. Once you have a kid, you find rewriting titles about your blog post that has to do with kids books. Um, I do not like hurt Sam. I am. And and, uh, I included in this blog post the five things I’d rather do than ever, uh, rent from Hertz again. I think number three was was ride a razor blade bus through a lemon juice waterfall. Um, with just, you know, and so. But, of course, the next day hurts reaches out to me. I’m Shannon. Well, this is the head of North American customer service. So your bike I’m like, they’re like, you know, we’d love to have Nick No. Like, you’re not going to fix the problem. Number one of the Navy’s car. I’m never going back to Hertz number two. There are five people. Yesterday five people interacted with all of whom had the chance to save me and keep me as a customer for life. A customer who had been so happy and I would have loved you. five people blew it so don’t waste your time trying to convert me back. You’re not going to. What you want to do is spend some of that energy retraining your staff to have empathy and to give them the ability and the empowerment to fix my problem when it happens. Because five people it takes every single employee to keep your company running. It takes one to kill it. Yeah, PS Avis reached out, um, to thank me personally. And, uh, I am now just this ridiculously huge, loyal fan of Avis and always will be.

[00:49:02.47] spk_1:
You have a pretty touching story about when you worked at a yogurt shop. Really? You’re really young? Um, we have a couple of minutes to

[00:50:39.26] spk_0:
tell that. Tell that story that was on the East Side, which again is yet another reason why I live on the West Side. Nothing good ever happens on Manhattan’s east Side. So I was I was working, and I can’t believe it’s yogurt, which was a store that I think back in the I c b y. No, no TCB. Why was the country’s best yoga The countries I c b i y was a poor? I can’t believe it’s yogurt I can’t believe it’s not. You can’t live yogurt. It was a poor attempt to capitalize on that. And I’m working at this store, and I go in every day and make the yoga to clean the floors. I do. You know, the typical high school job. And, uh, it was during the summer and thousands of people walking by, I think, like 2nd Avenue or something. And there were these brass poles that hung from, you know, there was an awning, right? That’s something that they’re never the brass poles that held the awning up and they were dirty as hell, right? I’m sure they’ve never been polished ever. And I found some. I found some brass polish in the back all the way back in the back. And one afternoon I went outside and I started polishing the polls. My logic was, if the polls were shining and people saw them, maybe they come into the store. Maybe they want to, you know, buy more screenplays. And the manager came out. What the hell are you doing? I told them what I thought. I don’t pay you to think. Get inside. You know, I’m like there’s no customers in there, like, Okay, I’ll make sure the yogurt still pumping it full blast. And I quit. I just quit that job. I mean, I couldn’t even begin to understand why someone would invest. I mean, do you own a franchise by 50 grand to at least to buy that franchise? Why wouldn’t he invest in the two seconds it took a little elbow grease to make the poles clean? That might bring in more customers. What the hell? You know, But

[00:50:40.04] spk_1:
you’re not paid to think

[00:50:49.76] spk_0:
you’re not paid to think my favorite line. Yeah, um, I I just I encourage if any kids are listening to teenagers. If you if you boss says that to you, quit, quit. I will hire you. Just quit. It’s probably the worst thing in the world that you could possibly do because you have customers who you have customers who every day can be helped by people who are paid to think. And that’s the ones you want to hire.

[00:51:00.56] spk_1:
We gotta wrap up. Tell me what you love about the work you do.

[00:51:44.76] spk_0:
I get paid to talk. I mean, my God, this is the same stuff I used to get in trouble for in high school, but on a bigger picture. What I really love about it is being able to open someone’s eyes and have them come back to me. Um, I run a series of masterminds called shank mines Business masterminds shank mines dot com their day long seminars all around the country. And I had someone come to me and, you know, I took your advice about X y Z and I started listening a little more. And I just got the largest retainer client I’ve ever had in my life by a factor of four. She goes, and I just can’t even thank you never sent me a gorgeous bottle of tequila like I can’t even thank you enough. Oh, my God. Being able to help people, you know, at the end of the day, we’re I’ve yet to find another planet suitable for life. I’m looking So we’re all in this together. And if that’s the case, you know, why wouldn’t we want to help people get a little bit more? You know, there really isn’t a need to be, as do she. As as we are as a society, we could probably be a little nicer to each other, and you’d be surprised that will help.

[00:51:54.56] spk_1:
The book is Zombie Loyalists. It’s published by Pal Grave. MacMillan comes out in January. You’ll find Peter at shankman dot com and on Twitter at Peter Shankman. Peter, thank you so much pleasure as Amanda. Oh, thank you

[00:53:05.15] spk_2:
Next week, As I said, No show you’ll have an extra hour. Have fun, have fun with your extra our next week, and we’ll be back on January 3rd. If you missed any part of this week’s show, I beseech you find it at tony-martignetti dot com. We’re sponsored by turn to communications, PR and content for nonprofits. Your story is their mission. Turn hyphen two dot c o. A creative producer is Claire Meyerhoff. The shows Social Media is by Susan Chavez Marc Silverman is our Web guy, and this music is by Scott Stein. Thank you for that affirmation. Scotty. Be with me next week for nonprofit radio. Big nonprofit ideas for the other 95 Go out and be great.

Nonprofit Radio for December 14, 2020: Zombie Loyalists

My Guest:

Peter Shankman: Zombie Loyalists
Peter Shankman is a 5x best selling author, entrepreneur and corporate keynote speaker. His book “Zombie Loyalists” focuses on customer service; creating rabid fans who do your social media, marketing and PR for you. This is our annual rebroadcast of a show with very smart ideas for you to think about over the holidays. It originally aired December 19, 2014.

 

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[00:02:38.04] spk_1:
Hello and welcome to tony-martignetti non profit radio big non profit ideas for the other 95%. I’m your aptly named host of your favorite abdominal podcast. Oh, I’m glad you’re with me. I’d be hit with tinny accrue if you made me itchy with the idea that you missed this week’s show. Zombie Loyalists. Peter Shankman is a five times best selling author, entrepreneur and corporate keynote speaker. His book, Zombie Loyalists, focuses on customer service, creating rabid fans who do your social media marketing and PR for you. This is our annual rebroadcast of a show with very smart ideas for you to think about over the holidays. It originally aired December 19th 2014 on tony Steak to my December Webinar were sponsored by turn to communications, PR and content for nonprofits, your story is their mission. Turn hyphen two dot c o and by dot drives Prospect to donor simplified tony-dot-M.A.-slash-Pursuant for a free demo and a free month. Here is Zombie loyalists. Peter Shankman is a well known and often quoted social media marketing and public relations strategist. His latest book is Zombie Loyalists. He wants you to create rabid fans who do your social media marketing and PR for you. He’s got super ideas and very valuable stories. I’m very glad Peter Shankman is with me in the studio. He’s the founder of Harrow. Help, a reporter out connecting journalists with sources in under two years from starting it in his apartment. Horror was sending out 1500 media queries a week to more than 200,000 sources worldwide. It was acquired by Vocus in 2010. He’s the founder and CEO of the Geek Factory AH, boutique social media marketing and PR strategy firm in New York City. Peter is on NASA’s civilian Advisory Council. You’ll find him at shankman dot com, and he’s at Peter Shankman on Twitter. His latest book is Zombie Loyalists, using great service to create rabid fans. I’m very glad his book brings him to non profit radio and studio Welcome, Peter. Good to be here, tony. Thanks pleasure. You live on the West Side of Manhattan and you and you, there’s a There’s a pretty well known five star steakhouse. Uh, I’ll get Wolfgang’s not far from you, but you pass it to go to a different steakhouse. Correct? Morton’s correct. Why is

[00:04:37.04] spk_0:
that more. I am a zombie loyalist to Morton’s. What does that mean? I love the service, the attention to detail, the quality, the the sort of where everyone knows my name mentality. When I walk into that morning or any Morton’s around the world, they have a tremendous, uh, customer relationship management system. When I call one number, uh, in New York or anywhere in the world, it they know who I am by my cell phone. And, uh, I’m treated with just, you know, phenomenal, uh, happiness. Thio here, from me and my wishes are granted is aware I we have a happy hour holiday party coming up at Morton’s next couple of days and, uh, you know, as always, I forgot toe calling, make a reservation. And, you know, I called yesterday and said, Hey, I need a, uh, a chance to get a reservation for seven people. Um, you know, Thursday night at 7 p.m. Which is, you know, the week of holiday party. And they looked and they said, Oh, well, and then I guess their computer system kicked in it. Of course, Mr Shankar, not a problem at all. We’ll get that for you. right away. You know, we’ll have a great booth for you to do that. Um, you know, and we’ll tell us names that people attending and you know, you don’t know, you know, they’re gonna have specialized menus for them and their names on they Really? They have, ah, really high level of service that they provide, Not just to me. That’s the beauty of it. You know, it is one thing, everybody. Yeah, it’s one thing that they just provided to me, but they do that for everyone. And that is huge because, you know, being able to call when a normal person makes reservation. And not that I’m special. I’m actually rather abnormal. But when a normal person makes a reservation and says, uh, no, Martin says Okay. Great. Are you celebrating anything? So yes, my wife’s birthday. Always ask anyone who calls right. He said, Oh, you know what tze my wife’s birthday. Great. What’s her name? Her name is Megan. Whatever. And you you go in and they and you sit down on the on the on the menu. It says Happy birthday. Make it. And then Megan, whoever she happens to be will spend the next 45 minutes. You know, taking 50 selfies with her menu and that’ll go online. And when her friends, you know, want that same experience, they’re gonna go.

[00:04:52.44] spk_1:
Morton’s you say in the book, you get the customers you want by being beyond awesome to the customers you have. And that’s why I want to start with that Morton’s story, which is in the middle of the book. But they do it for everybody, and then they have the VIPs as well. And there’s the terrific story of you tweeting tell that story. That’s a good story. It’s a good story. I love stories.

[00:07:21.94] spk_0:
I was flying home from a day trip to Florida and was exhausted and starving, and you’re flying down down at 6 a.m. Lunch meeting flew back the same day. You know, one of those one of those days, and, uh, I jokingly said the tweet Hey, Morton’s, why don’t you meet me at Newark Airport when I land with a porterhouse in two hours? Ha ha ha ha ha. Um, you know, I said it the same way you say, Hey, winter, please stop snowing things like that on I landed, uh, find my driver. And so next my driver is a is ah, waiter in a tuxedo with Morton’s bag. They saw my tweet. They put it together. They managed to bring me a a steak and, you know, as great of a story is it Is it za great stunt and it’s a great story and it wasn’t a stage, and it was completely amazing. But, you know, that’s not what they’re about. They’re not about delivering stakes airports. They’re about making a great meal for you and treating you like world when you come in. And you know, if they just did that, if they just delivered the state of the airport, but their quality and service sucked, you know, it wouldn’t be a story, you know, Look what they did for Peter. But, you know, my steaks cold, you know? So what it really comes down to is the fact they do treat everyone like kings, and that’s that’s really, really important, because what winds up happening, you have a great experience importance. And then you tell the world you know Oh, yeah, great dinner last night. That was amazing. I would totally there again. And as we move to this new world where, you know, review sites are going away, and I don’t I don’t need to go to yelp reviews from people I don’t know. You know, if they’re shills or whatever the case may be, I don’t know. Or trip Advisor. Same thing. I want people in my network quite trust and and people in their network who they trust by default, I trust. So that’s gonna be that’s already happening automatically. You know, when I when I land in L. A and I type in steakhouse, uh, you know, not me. I know I know where the steakhouse. But if someone types into Google Maps or Facebook Steak House in Los Angeles, you know they’ll see all the steak houses on a Google map. But if any of their friends have been to any of them, they’ll see those first. And if they had a good experience, only if the sentiment is positive, will they see those first. And that’s pretty amazing, because if you think about that, the simple act of tweeting out a photo Oh, my God, thanks so much more in love. This that’s positive sentiment. The network knows that, and so if you’re looking for a steakhouse, you know, And your friend six months ago, I had that experience. Oh, my God. Amazing state. This is a great place. The sentiments gonna be there and and And the network will know that network will show you that steakhouse because you trust

[00:07:29.04] spk_1:
your friend. And this is where we start to cultivate zombie loyalists. Exact this through this awesome customer service of the customers. You You have same or about zombies.

[00:07:36.88] spk_0:
Yeah. I mean, you have so many companies out there who are trying to get the next greatest customer. You know, you see all the ads, you know, the Facebook post, you know where at 990 followers are 10. Our 1/1000 follower gets a free gift. Well, that’s kind of saying screw you to the original 990 followers who you had who were there since the beginning. We don’t care about you. We want that 1000. You know, that’s not cool. Um, the the companies who see their numbers rise and you see their fans increase and their their, uh, revenues go up are the ones who are nice to the customers they have. Hey, you know, customer 8 52. It was really nice of you to join us a couple months ago. How? You know, how are you? We noticed that you posted on something about a, uh you know, your car broke down. Well, you know, we’re not in the car business, but, you know, your your two blocks from our our closest, uh, outlet or whatever. And you know, once you if you if you need to come in, have a cup of coffee will use the phone, Whatever. You know, those little things that you could do that that that really focus on the customers you have and make the customers. You have the ones where the zombies who tell other customers how great you are.

[00:08:38.98] spk_1:
And this all applies to non profit, certainly as well. The question,

[00:09:16.14] spk_0:
but even more so, I mean, if you you know, non profit, they’re constantly worried about how toe make the most value out of the dollar and how to keep the dollar stretching further and further. And you know, you have this massive audience who has come to you who is a non profit. Who said to you, You know we want to help here we are volunteering our help and just simply treating them with the thanks that they deserve. Not just a simple Hey, thanks for joining, but actually reaching out, asking what they want, asking how they like to get their information. Things like that will greatly increase your donations as well as, um, making them go out and tell everyone how awesome you are, letting them do your PR for you.

[00:09:20.28] spk_1:
And that’s what a zombie loyalist does. And this is for this. Could be donors could be volunteers to the organization who aren’t able to give a lot. But giving time is enormous.

[00:09:47.22] spk_0:
And if you know if they have such a great time doing it, they’ll bring friends. You know, zombies have one purpose in life. Really. Zombies have one purpose in life that’s to feed. It doesn’t matter how the Mets are doing it doesn’t matter, you know, because chance that they lost anyway. But it doesn’t matter how how anyone’s doing, you know, or what’s going on in the world. It doesn’t matter what matters with zombies where they get their next meal because they feed and they have to infect more people. Otherwise, they will die zombie loyalists of the same thing. All they have to do is make sure that their customers, they tell the world we all have that friend who does it. You know, that one friend who eat nothing but the olive garden because oh, my God’s greatest breadsticks everywhere, you know and they will drag your ass the olive garden every single time they get that chance. That’s a zombie

[00:11:19.84] spk_1:
loyalist, and you want them to do that for your non profit. And there’s a big advantage to being a smaller, smaller organization. You could be so much more high touch, and we’re gonna talk about all that. We’ve got the full hour with Peter Shankman. Got to go away for a couple minutes, stay with us. It’s time for a break. Turn to communications. They have relationships with journalists. This is what you’re looking for when you get a PR firm to do your public relations in your media. For you. They’ve got the relationships because of the trust that they’ve built with reporters and editors at places like The Wall Street Journal, The New York Times, CBS Market Watch, The Chronicle of Philanthropy. You get the first call When these outlets are looking for sourcing on charitable giving a non profit trends on philanthropy they’re calling Turn to turn two refers to you because you’re their client. You get first crack at first class media the right turn hyphen two dot c o it tze your life No, you check him out. Turn hyphen two dot c o Now back to zombie loyalists Peter, it doesn’t take much Thio stand out in the customer service world doesn’t

[00:11:24.59] spk_0:
it really doesn’t you know? And the reason for that is because we expect to be treated like crap. You know, if you think about that, I I I love this example. Whenever I give speeches, I asked I asked everyone the audience and, like who here has had a great flight recently, like at least one personal raise their hand. I’m like, Okay, what made it great and without failure. And I said, Well, we took off on time and I had the seat I was assigned and we landed on time and like so you paid for a service. They delivered that service and you’re over the freaking moon about it. Like that’s the state that we have become, You know, that’s how bad customer service has been that you are just beyond thrilled that they did exactly what they said they were gonna do with nothing more.

[00:11:57.85] spk_1:
Less than 20 minutes in the post office line. Exactly. And I’m ecstatic.

[00:12:16.74] spk_0:
Exactly. You know, it’s so we really are at a point where we only have to be one level above crap. I’m not even asking my client to be good. Just one level of crap. You know, if everyone else’s crap and you’re one level above that, you’re gonna win. It’s my favorite. One of my favorite jokes wth E. Two guys were out in the woods hunting in the woods, and we’re just jogging. It was the first one sees. Ah, bear. And they see these bearings. Bears raised up. He’s about to strike, and the first one reaches down and tightens up his laces on his running shoes And say What? The studio Don’t be. Don’t be an idiot. You cannot run a bear. And guess what? I don’t need to. You need to outrun you. You know, I love that joke because it’s it’s so true. That’s the concept. You know, all you have to do is be just a little bit better than everyone else and you’ll win the whole ball

[00:12:38.29] spk_1:
game. Now we have to set some things up internally in orderto have the structure in place. No question about it to create these. The zombie loyalists.

[00:16:01.34] spk_0:
Yeah. I mean, you haven’t. You have, ah, company where the majority of people in your company are afraid to do anything outside the norm, you know? I mean, look at look at the cell phone company. You know, they call them cause you have a problem, right? 18 T or T mobile. You call them, you have a problem. They’re actually the customer service people that handle your collar, actually judged and rewarded based on how quickly they can get you off the phone. You know, not on whether or not they fix your problem, but how fast they could get you off the phone. Which means how many more calls again? Remember, I worked when I worked in America Online. We all had to do a day of customer service every month just to see what it was like. That was a brilliant idea. But you know, again, it’s this. It was a system called Vantive where you’d sign on and as soon as you signed on, If you weren’t a call, you know, that was tacked against you. If you were in a call and and it went over a certain amount of time, that was tacked against you. So the decks were stacked not in the favor of the customer. There are some companies out there who allow their customer service employees to simply be smarter about what they dio and do whatever it is they need to do to fix the problem. Um, you know, my favorite story about this Verizon Wireless I went overseas was in Dubai, and I landed to buy and I turned on my phone. I had gotten global roaming on my phone, which, you know, 20 bucks for every 100 megabytes. Okay, so I land and I turn on my phone and it says, um, like before I’m even off the plane. I get a text that you’ve used $200 in roaming charges. I’m like, What the hell? You know, $300 by the time I get off the plane like something’s up here. So I called Verizon on a nice guy answer the phone and Oh, yes. I mean, the first thing that was Yes, or you do have global roaming, but it doesn’t work in Dubai, E. Okay, well, that’s not really global. That’s more hemispherical. Roaming, I think, is the issue. And so he, uh I said, Well, look, I’m gonna be here for a week. I said, you know what? You have my credit card on file. Build me like you, like 1000 bucks and just let me have the phone for, like, the week and, you know, you know, 500 bucks I won’t go over two gigs, but it just do something for me. Sorry, sir. I’m not authorized to do that. Um, you can. I’m like, So what do I have? He’s like, Well, you can pay $20.48 a megabyte. I’m like, I’m sorry. Seriously, which equates essentially to I will be charged $20.48 seconds. $20. 48 cents. For every I think the time for every four seconds of the video Gangnam style if I decided to watch on my phone like this is pretty ridiculous. So I simply hung up, hung up on Verizon. I went down the street to the Dubai. The Mall of the Emirates, which is the largest mall in the world, has a freaking ski slope in it. And I’m not joking. It has a ski slope in the small, and, uh, went to one of the 86 different electronic stores in this mall, bought an international unlocked version of the same exact cell phone. I have went next door to the local SIM card store, but a SIM card that gave me 20 gigabytes of data and 1000 minutes of talk for $40. I then put that in my phone because it’s an android phone. I simply typed in my user name and password for Google and everything imported. And Verizon did not get a penny on that trip. Um, how easy it would have been for Verizon to say. Okay, you know what? We’ll cut your brake. Uh, they still make a lot of money off me. And I would tell the world how great Verizon was to work with and how wonderful how helpful they were. Instead, they guaranteed that I will never that they will never make a penny from any international trip and I take what, 15 of them a year. Because now my cell phone, um, by international cell phone that I bought all I do is pop out the SIM card in my land wherever I am putting a new SIM card. So

[00:16:07.18] spk_1:
you’re speaking and writing and telling bad story, of course.

[00:17:10.14] spk_0:
And and every time I tell the story about Verizon, I make it a little worse. Apparently, Verizon, uh, tests out the durability of their phone by throwing them a kittens. I read this and then it must be true, you know? So not necessarily. But you know, the concept that that all they had to do, all they had to do was in power mark customer service. And it wasn’t Mark’s fault. Mark was a really nice guy, but he was not allowed to do that. He would’ve gotten fired if he tried to do a deal like that for May. And so it’s this concept, you know. And the funny thing is, it comes down to if you really want to go down the road in terms of a public company like Verizon of where the issue is, you could even trace it to fiduciary responsibility because the fiduciary responsibility of any company CEO all the way down to the employee is to make money for the shareholders. Okay, thats future responsibility means by not allowing me non allowing Mark the customer service agent to to help me on and take a different tack. He’s actually losing money. Too many CEOs think about the next quarter. Oh, we have to make our numbers. Next quarter, I’m fired companies in other countries. 10, I think the next quarter century. And they make a much bigger difference because they think, Okay, what can we do now that will have impact in the next 5, 10, 15 years, you know, and really implement the revenue that we have and an augment and companies Americans don’t think about them. That’s a big problem.

[00:17:24.84] spk_1:
I buy a product line, has a lot of natural and recycled materials. Seventh generation and their, um, their tagline is that in in our every decision, we must consider the impact on the next seven generations. It comes from an American Indian. It’s a

[00:17:41.70] spk_0:
great it’s a great line. I mean, just think about how much money would have made for me in the past three years just to my overseas,

[00:17:47.62] spk_1:
you’d be telling a story about like them about Morten like the one

[00:18:11.94] spk_0:
look, a lot of people listen to me and they went for a time when you Googled roaming charges variety when you Google, Verizon roaming charges. My story about, however, how I saved all this money because came up first because I did the math. And if I had not called Mark and bought my own cell phone and done this, I would have come home with $31,000 cell phone bill and your damn authorizing wouldn’t know anything about that. There have been up to bad. Sorry. Should read the fine print

[00:18:16.22] spk_1:
and plus the employee who sold you the quote International plan, right? I’m sure you told her. She said, Where you

[00:18:23.05] spk_0:
going? I’m going to Canada and I’m going to Dubai. I’m assuming she didn’t know where to buy Waas. She probably it was near Canada, but long story short couldn’t use

[00:18:30.26] spk_1:
it. Alright, so employees have to be empowered. There has to be we have to be, but changing Ah thinking too. I mean, the customer has to come first. Donor, the volunteer

[00:18:51.94] spk_0:
don’t volunteer. You get at the end of the day, where’s your money coming from? I don’t care if you’re non profit or Fortune 100 where your money coming from, you know? And if you we see it happening over and over again, we’re seeing what you’re seeing right now. Play out every single day with company uber, um, and uber. It’s so funny cause uber makes you know their value of $40 billion right now. But that doesn’t mean anything that doesn’t mean anything. If people are running away in droves, which people are, there’s a whole delete your uber app movement. People are Oh God, yeah, people are leaving the problem. Well, it’s several number one that uber is run by a bunch of guys who honor the bro code. The company was actually started by a guy who, on business in business insider, said he started the company to get laid. Um, his goal was to always have a black car. When he was leaving a restaurant, uh, to impress the girl he was with that he came out and said that and you see that culture run rampant throughout uber from their god mode where they can see they actually created. There was, uh, don’t read this my business insider as well. There’s a they created a hookup page that showed or or or walk of shame Page that showed where, uh, women were leaving certain apartments, like on weekends going or leaving certain place on weekends, going back to their home. Um, it was obvious that they, you know, met some guy like they did that. And then, of course, just their whole surge pricing mentality, which is, you know, two days ago there was a couple days. There was, uh, the terrorists of the figures, a terrorist attack in Sydney at that at that bakery and Sydney, uh, uber and Sydney instituted surge pricing for people trying to get out of harm’s way, you know, and they later refund it always a computer glitch. You know, I’m sorry. You have a stop button, and you can when you see something happening like that, this has to be someone in the office, because you know what? Not cool. We’re gonna take care of that and and hit the stop button. And it was Yeah. Bad tons and tons and tons of bad publicity. you know, I was having an argument with one of my Facebook page facebook com slash Peter Shankman Because they said, Oh, you know, Eh? So what they don’t they don’t turn surge pricing, don’t have enough cabs there, and you know, people can’t get home. I said I’m pretty sure that the Onley come, but I’m sure that no one had cab companies there. I’m sure that there wasn’t anyone who had enough cars, their private cabs, uber’s whatever. Yet the Onley stories I read about companies screwing up during the event where uber not Joe’s Sydney cab company. You know, I didn’t see him screwing up because he didn’t turn on surge pricing. You gotta You gotta respect your customer. You have to,

[00:20:55.14] spk_1:
as we’re training for that, then not only, uh, trying to change their mind ships. Well, in trying to change that mindset, rewards for for customer, for employees that do take, go, do go the extra

[00:22:04.04] spk_0:
mile. Well, first of all, if you give the employees the ability to do it to go the extra mile and I understand they won’t get fired, you’re not gonna get into I always tell every one of my employees. You’re never gonna get in trouble for spending a little extra money to try and keep customer happy. You’ll get fired for not doing it. You know you get fired for not for seeing an opportunity to fix someone and not taking it, not doing everything that you could know. Ritz Carlton is famous for that. Ritz Carlton hires people not because whether they could fold the bed sheet but for how well they understand people. Because in Ritz Carlton’s mind, it’s much more important to be a people person and be able to be empathetic and that it’s such a key word. Empathy is just so so sorely lacking. You know how much you’ve called customer service? Yeah, you know, I have to have to change my flight. My, my my aunt just died. I really need the Oh, okay, great. That’s $300 e. Just wanna go an hour earlier. You know, you show up at the airport, your bag is overweight by half a pound. That’s $75. I just can you just cut me some slack note, You know, so empathy and giving the custom, giving the employees the ability to understand that the customer that sometimes you can make exceptions and it is okay to make changes.

[00:22:11.22] spk_1:
And this is where a smaller organization has huge advantage. It’s easier to change.

[00:22:21.54] spk_0:
That’s what kills me. You know, I go to these try to frequent small businesses when I can. I go to some of these small businesses and they won’t they they act like large businesses, you know, in the respect that they don’t have ah, like

[00:22:27.68] spk_1:
they wanna be respected almost. They don’t have,

[00:23:06.44] spk_0:
like, a 6 6000 page code that they have to adhere. Thio. They can simply, uh, do something on the fly. And yet for whatever reason, they won’t do it. And it’s the most frustrating thing. Like, guys, you’re acting like a big. You’re acting like Mega Lo Mart here, you know, and you’re not Mega Lo Mart, and you’re just Joe’s house of stationary, whatever it is and you know, not be able to help me. You’re pretty much killing yourself because you don’t have 85 billion customers that come through the door after me, you know, But I have a pretty big network and for small business to get killed socially as social becomes more and more what? How we communicate, you know, it’s just craziness.

[00:23:16.04] spk_1:
It’s, you know, we’re pretty much in the world. I think we’re something almost hasn’t happened to you unless unless you share

[00:24:46.44] spk_0:
it. E joked that, you know, if I can take itself, it was I really there. Um but it’s true, You know, we do live in a world where you know, I remember God 10 years ago. Maybe not even not even 10 years ago. I was one of the first people have a phone in my camera, you know? And it was like, That’s what I said. Yeah, Camera on my phone. Right. And it was like a, I think a 0.8 megapixel. You know, it looked like I was taking a picture with a potato, but it was It was this. I remember it was 2002 and I was in Chase Bank and there was a woman arguing with the teller, and I pulled out my video. You know, it was the crappiest video you ever seen, but I pulled it out and I said, You know, I started recording and the woman behind the counter one behind the counter was going, The woman behind the counter was talking to the customer, saying, You do not speak to me that way. You get out of this bank right now and the customers saying, I just wanted my balance and you and your manager comes up and I get the whole thing on my little crappy three g Motorola for phone And I remember I posted online and Gawker picks it up. I gave him E mail that, you know, my headline I put on my block was, you know, Chase where the right relationship is that. Go after yourself, you know? And it was It just got tons of play. And then Gawker picked it up. It went everywhere, totally viral. So it’s one of those things you just like, you know, this is in 2002. It’s 12 years later. How the hell can you assume that nothing is being that you’re not being recorded? You know, I I e remember blowing I sneezed a couple weeks ago and, uh ah, that to get too graphic here. But e needed a tissue big time after I was done seizing E remember going through my pockets looking for desperate looking for a tissue. I’m looking around making sure it wasn’t on camera somewhere that someone didn’t grab that. Give me the next viral sensation. You know, e wait. God, I went to high school with a block from here, right? If the amount of cameras that Aaron Lincoln center today were there in 1989 1990 be having this conversation entirely, I’d be having this conversation behind. Bulletproof on. Yeah, so you know, you’d be you’d be talking to. You have to get special clearance to visit me. Probably the Supermax in Colorado. So, you know, it’s it’s one of those things that you just like. My kid who’s almost two years old now is gonna grow up with absolutely no expectation of privacy the same way that we grew up with an expectation of privacy. And I’m thankful for that because she will make a lot less stupid moves, You know, I mean, God, the things that I thought, you know, in in high school I thought the stupidest in the world. Thank God there wasn’t a way for me to broadcast that to the world in real time. Jesus. Thank God

[00:25:45.54] spk_1:
creating these zombie loyalists and we’ve got to change some. We’ve got to change culture and thinking and reward systems. Let’s go back to the cost of all this. Why is this a better investment than trying to just focus on new donors?

[00:26:38.84] spk_0:
I love I love this analogy and I’ll give you a fun analogy. Let’s have in a bar. And there’s a very cute girl across the across the park and she catches my eye catcher. I go up to her Go. You know you don’t know me e m amazing in bed. You should finish your drink right now. Come home. Let’s get it on. I’m gonna impress. I’m that good Chancellor. She’s gonna throw a drink in my face. Go back talking to her friends. I’ve done a lot of research on this. That’s probably now, let’s assume let’s assume an alternate world. I’m sitting there on my phone. I’m just playing like, you know, some no words with friends like that, and she’s over there talking to friends, one of her friends. Holy crap. That’s Peter. I think that’s Peter Shankman. I’ve heard him speak. He’s in this fantasy world. I’m single, too. E think he’s single and he’s having this amazing guy e No, he has a cat. You have a cat. You should totally go talk to him. The very least. I’m getting this girl’s number. That’s PR. Okay. And what do we trust? More me with my, you know, fancy suit collar going over the seventies. Leaders do. Hi. I’m amazing. Or the girl saying, Hey, we’ve been friends since third grade. I’m recommending that guy. You should trust me on this. You know, obviously that that’s where, uh, good customer service comes into play. And that’s where corporate culture comes into play. Because if I have a great experience with you and at your company, I’m gonna tell my friend when they’re looking and I will stake my personal reputation on it. There’s nothing stronger

[00:27:18.22] spk_1:
than that. And these are the people who want to breed

[00:27:21.10] spk_0:
as stronger than advertising stronger the marketing,

[00:27:23.04] spk_1:
and they’re gonna share. People want to share

[00:27:48.24] spk_0:
the think about the Internet runs on two things. It runs on drama. Drama and bragging are bragging and drama. And if you if you need any proof of that, you know, go and look at all the hashtags with crap that’s happened. You know, bad customer service, bad, whatever. But then look at all the good Hashtags. You know, when our flights delayed for three hours and we lose our seat Oh, my God. Hate this airline. Worst airline ever. But when we get upgraded right hashtag first class bitches or whatever it is, you know something stupid like that on the whole, because we love to share its on Lee a great experience if we could tell the world. And it’s only a bad experience if we could make everyone else miserable about it as

[00:29:35.94] spk_1:
well. It’s time for tony Stick to I am hosting a new free webinar plan to giving five minute marketing hosting my own. As I said last week, this feels very good. No shackles, no, not being shackled and drawn by by those others who host no grateful to the others who host me and we’ll be hosting in 2021 lots more webinars coming up. I’m grateful to them, but I’m doing my own too. So no more shackled and drawn. Um, and we’re doing this in, uh, this this month, December. It’s on Thursday, December 17th, 3 p.m. Eastern. It’s a quick shot another 1 45 minutes only on planned giving marketing. How to promote the idea of planned gift to your prospects? Who are the best prospects to be promoting to? What’s the message you should be sending to them and how do you get it out? Multi channel. I’m gonna do this all in 45 minutes, plus time for questions, which is my favorite. I have fun with the questions, tells me where you’re focused. I like the question. So we’re doing all this. Thursday, December 17th you register at plan to giving accelerator dot com slash webinar. That is tony. Stick to Let’s Let’s take two of 2020. As a matter of fact, come to think of it now, back to our annual rebroadcast of zombie loyalists. Peter, you have a golden rule of social media that that a good number of customers like to share and people are gonna keep doing it.

[00:29:41.14] spk_0:
People will always share again. It goes back to the concept that if you create great stuff, people want to share it because people like to be associated with good things. If you create bad stuff and buy stuff I could meet. I mean anything from, like a bad experience. Too bad content. People not only won’t share that, but we go out of their way to tell people how terrible you were. Um, you know, how many times have you seen companies fail horribly? Uh, you know, after major disasters when companies were tweeting, um, you know, completely unrelated things. Uh, after after a random school shooting? Uh, no, it was after the shooting at the theater in Aurora, Colorado. The dark knight, Um, the tweets. Hey, shooters, what’s your plans for this weekend? You know, and I’m just going, really, you know, but And of course, the thing was, the thing was retweeted millions of times, you know, with a sort of shame on the A so way we’re a society. Like I said earlier, that loves to share when when great things happen West, but loves to tell the world when we’re miserable because we’re only truly miserable, we make everyone else miserable. Um, it’s funny you mentioned the generosity Siri’s, uh, the one of my favorite stories, which goes to sort of a bigger picture of culture and somehow when you’re just doing your job, because that’s what you’re supposed to do your job, but you don’t realize there are ways to get around that. I listened to your podcast, among others, When I’m running through Central Park on Dhe, more like if you know my body type more like lumbering through Central Park. But I get there. I’m an iron man. I e have that. And so I go to Central Park and it’s super early in the morning cause I usually have meetings and I don’t run fast. Um, I run like I really don’t run fast, but But as I’m running,

[00:31:20.03] spk_1:
But let’s give you the credit that you have done a bunch of iron Man,

[00:33:04.29] spk_0:
I have e Do I do it? You know, my mother tells me that I just have very poor judgment in terms of what sports I should do. But, um, on the flip side, I’m also a skydiver, which is with my weight is awesome. I fall better than anyone. Um, but so I’m running through Central Park. Last year it was February, February of of 13 and 14 of this year, and it was probably about 4 45 in the morning because I had an 80 a meeting. I had to do 10 miles. So 45 in the morning, I’m running about but around 96 79th 80th Street on the east side, in the park and a cop pulls me over and I said, What are you doing? I look at him, you know, I’m wearing black spandex. I have a hat. It’s five degrees that only what? Playing checkers. You know what you know. And like I’m running and he’s like, Okay, can you stop running? I’m like, Okay, he’s like in the parks closed like No, it’s not like I’m in it. Look around. There are other people who know part does nobody else exam like he’s like, Do you have any idea on you? I’m like, No, I’m running. He goes, What? Your name? I’m like, seriously, like I’m writing you a summons. I’m like you’re writing me a summons for exercising for for I just want to clarify that you’re writing music. And sure enough that I wrote me a summons for exercising in Central Park before it opened. The charge was breaking the violating curfew. You know, I’m like I get the concept of the curfew is to keep people out after 2 a.m. It’s not to prevent them going in early toe exercise to be healthy. I’m like, I’m not carrying, you know, a six pack. I’m not drinking a big gulp. I’m not smoking. I’m you know, I’m doing something healthy, and you’re writing me a summons for it. Um, I said, you know, I’m gonna have a field day with this. I said I I kind of have some fathers. It’s gonna be a lot of fun. I’m not. You know, I know you’re just doing your job serve even though you have the discretion not to. But Okay, so I go back home, take a picture of my ticket, I email it to a friend of mine in New York Post. You know, front page, New York Post next day. No running from this ticket, you know, for great New York Times covered it. Runners world covered it. I mean, I went everywhere. Gawker covered it, you know, And And my whole thing was just like, Dude, you have discretion. Look at me. You know, I’m not I’m not even going super fast, for God’s sake. I’m just I’m just trying to exercise here, you know, And of course, I went to court and I beat it. But how much money that cost the city for me to go to court? Fight this thing? You know, every employee you have to give your employees the power of discretion, the power of empathy to make their own decisions. If you go by the book, bad things will happen.

[00:33:32.16] spk_1:
And again, small shops so much easier to dio flatline flat organizations.

[00:35:06.94] spk_0:
I work with a non profit, um, animal rescue non profit. A friend of mine was a skydiver and shot him out. No, I can’t. There’s nothing but But there’s a friend of mine was a skydiver and she was killed in a base jump several years ago. And her husband asked to donate in her memory to this non profit. So I said, I’m a check. And about three months later, I get a coffee table book in the mail and I was living by myself the time I didn’t own a coffee table. It was more money to spend on my flat screen, and I remember I call I look at this coffee table book I throw, I throw in the corner. I look at it over next couple days. It pisses me off That How much? How much of my donation did it cost to print? Melon produced this book to me, and so I called them up. Well, sir, we believe most of our donors were older and profit. Prefer to get ah, print version as opposed to, like, digital, You know where they throw it away. And like, you don’t throw digitally, but Okay, um, I’m like, So So you’ve asked your you’ve done surveys and you’ve asked, you know, we just assume that most of our older I’m like, Okay, so I open my mouth lineup joining the board and spent the next year interviewing customers, interviewing every current and past donor about how they like to get their information and shock of shocks. 94% said online. And so over the following year, we launched Facebook page, Twitter page, uh, Flickr account, YouTube, everything. PS the following year. For that, donations went up 37% in one year in that economy is right around 0809 Donations went up 37% in one year and they saved over $500,000 in printing mammalian reproduction. Imagine going to your boss, Boss. Revenues up 37%. And we saved a half million dollars you’re talking about. You’re really good beer. You know, All they had to do was listen to their audience, be relevant to the audience you have, and they will tell you what they want.

[00:35:13.37] spk_1:
We have tons of tools for segmentation. My God, you gotta listen to what segment? That you want. People wanna be in.

[00:35:52.24] spk_0:
You know, someone? Someone asked me today. Show what? What’s the best and knew nothing about their company. What’s the best, uh, social media outlet for me to be on? Should be on Twitter. Should be on Facebook. I said, I’ll answer that question. If you can answer this This this question to ask you is my favorite type of cheese Gouda or the number six. They said I understand. That’s not a real question. Like neither is yours. Like I can’t tell you where the best place to be your audience can. I said, go ask your audience. Believe me, they will tell you there’s a gas station in the Midwest. Come and go. I just love the name K u m and G. O. And their tag tagline is always something extra e. Come on, the jokes just write themselves, for God’s sake. But

[00:35:58.40] spk_1:
they don’t take themselves to say, Really love that coming just knowing the name of the company

[00:36:12.13] spk_0:
gas station. And I remember there in Iowa and I went to visit a friend in Iowa and I was like, You got to get a photo of in front of come and go inside. And the beauty of this is that some of their employees actually look at their customers when they’re on their phones and stories go, you know, what do you use Twitter or Facebook? And they say, Oh, I use that and they record that information and they know it. God, customers will give you so much info if you just ask them, because then they feel invested. They feel invest in your company. They feel like they that you took the time to listen to their non profit request. So their their their questions and they feel like they’re I did it for Harrow. Every month. We have a one question Harrow survey, you know, harrowing question survey, and it was like 1000 people respond and I’d spend the entire weekend emailing Everyone responded, thanking them personally took my entire weekend. But it was great because it would wind up happening. Is that you know, if we took their advice and launched on Monday with the new thing, they go, Oh, my God. How did this review? They took my advice. Well, yeah, I was your advice to 100 other people advice, but we took it and they’d be like, Oh, my God, this meat And it just It just made them so much more loyal. And they tell hundreds and hundreds and hundreds of people we get I mean, there were days. My God, they’re days. I was in Temple one morning, the Garment Center synagogue and my phone. I feel my phone getting really hot in my pocket, which is not normal. And I started to hurt and I look at it. It’s almost on fire. It had frozen because we were mentioned in Seth Godin’s morning blogged, and at that time I was getting emails. Every time we get a new subscriber and the phone is actually frozen and was locked and and was like overheating, I take out the battery and like, reset the entire phone because we just got so many new, like, 14,000 subscribers in, like, three hours I’ve seen.

[00:37:30.68] spk_1:
I’ve seen you say, Excuse me. You say that that customer service is the new advertising marketing NPR? Yeah, it

[00:40:01.00] spk_0:
really is. Well again. You know, if we’re moving into that world where so imagine a lava lamp. And I love that. I can use this analogy. Imagine a lava lamp. A lava lamp has water Oil on the heat source. Right. Heat source heats the oil. The oil flows through the water. It makes pretty colors. I’ve heard it looks really good when you’re high. Now I’ve heard. Now imagine if crystals imagine if you are, uh, everyone you meet in your network, okay, is a drop of oil. The water is your network. And what is your world? Everyone you meet in your network from from the guy you’re sitting during the radio interview with to the guy who serves you ice creams, local deli to the guy who does your dry cleaning to your girlfriend to your wife to not the same time to your kids. Second grade teacher to your second grade teacher years ago. Everyone you meet is in your network, you know, right now, when Facebook first started, I would see the same weight from a kid with junior high school with his posted at the same weight as like my current girlfriend. I’m just ridiculous. I don’t need to know about everything, my friend from junior high schools doing having talked to Kidd in 15 years, Facebook’s gotten a lot smarter, as has Google. Now I see the people I communicate with the most okay, and if I if I reach out and communicate with new people, they start rising in my feet in my stream. If I don’t they fall. It’s just like a lava lamp. Every person you connect with is a drop of oil. That heat source at the bottom that’s rising. Raising or lowering those drops of oil is relevance. So imagine the heat sources relevance. And the more I interact with someone, the more the higher they go in my network in the more I see of them, the more trust level there is. When I’m at a bar and I meet someone or a restaurant or conference, I meet someone I don’t need to, Um connect them. I don’t need to go on Facebook and friend request, you know, awkward friend. Requesting is when you stop and think The last time I friend requested some of the real world was second grade. Will you be my friend? My daughter’s doing that because you know she goes It’s like cat Will you be my friend like tony? The cat doesn’t wanna be your but you know, it’s this awkward thing. Who the hell friend request someone anymore? If I’m if I’m hanging out with you The bar and we connect again and we talk and we go out to dinner and we’re having a good time with friends I don’t need to first request that you, you know. So that’s going away. Friending following liking and fanning is all going away. What will interact is the actual connection. So if I meet with you, then I have a good time with you and we talk again. If I use your business If I go to your non profit, if I donate, if I volunteer whatever the network knows that the more I do that, the more interact with you. The more you have the right to market to me And the more you will be at the top of my stream and the more I will see information about you the less I will have Thio search for you. But if you do something stupid or we’re no longer friends So yeah, you’re gonna fade Don’t unfriend you you just disappear. Unfriending is also awkward. I dated a woman, we

[00:40:06.44] spk_1:
broke up. It was nine months after we broke up. There was one done friend, the other one because it’s just awkward until I woke up with a

[00:40:11.28] spk_0:
friend of me. But anyway, But you know the concept of not having to do that of just, you know Okay, I haven’t talked in a while. I

[00:40:17.85] spk_1:
don’t see your post anymore. That’s the real world. That’s how it should be. And if you’re not feeding zombie loyalists, they can start to defect. No question about it. I wanna I wanna spend a little time on. If you’re

[00:40:29.29] spk_0:
not talking to them giving them what they want talking about their information, helping them out, they will gladly go somewhere else to someone who is. You know, if I have a great experience of the restaurant every week for three years and then

[00:40:39.42] spk_1:
all of a sudden, over time, I’m noticing less and less that restaurants doing less

[00:40:44.71] spk_0:
and less Thio take care of me, you know, And maybe management change. And I don’t feel that, you know, I’m ripe for being infected by another company. I’m right for someone else to come to. You know, Peter, because if I tweet something like, wow, I can’t believe I have to wait 40 minutes for a table. This didn’t used to be like that. If someone else is smart restaurant, they’re following me, and they’re gonna great. You know, there’s no wait,

[00:41:01.49] spk_1:
no way over here. Why don’t you come to block storms will give you free

[00:41:03.54] spk_0:
drink, you know, You know, and that right there, that’s first sign of infection. And I might become infected by another by another company. Become zombie loyalist

[00:41:21.91] spk_1:
for them. And so let’s let’s take you have a lot of good examples. Let’s take ah, one on one situation. How can we start to cure that? The simple act of realizing following your

[00:41:38.21] spk_0:
customer’s understanding when they’re not happy and fixing the situation before it escalates? Um, you know, you can contain a small outbreak, a small outbreak, small viral outbreak. You could contain that by getting the right people finding out what the problem is getting into one room, fixing their problem, healing

[00:41:38.61] spk_1:
them. You have a good united story. Right back when it was Continental,

[00:42:07.20] spk_0:
I was a frequent flyer and booked a trip to Paris on Dhe was very angry because they charged me $400 in looking for you. Remember what it was And I called the CEO. I’m just just for the hell of it. I’m like, I’m gonna I wrote a letter or an email. So this is before Social wrote an email to the CEO. I’m like this Ridiculous. I’m freaking like, 30 months later, my phone rings. Hello, Peter. Please hold for Larry Kilman, CEO of airlines. I’m like, Oh, crap, you know, and get on the phone. He’s like, Peter, how you doing? Mr. Doing started letting thes fees their new We sent that note. I’m guessing you don’t see it. We’re gonna waive them for you. But if you have any more problems, you know, feel free to call me. And I hung up the phone the next 40 minutes to sort of staring at it like holy crap. Larry Kellner, the CEO of United, just called me and talk to me, and it was like it was like, God coming down and say You now have the power to levitate your cat. It was just ridiculous. And so, you know, I have been faithful to Continental now, united ever since on, and they continue to treat me with respect and and do great things. And they’re they’re improving. They were getting a lot of crap over the past several years, and they really are starting to improve. It’s nice

[00:42:48.50] spk_1:
to see and not only, of course, your own loyalty, but

[00:42:50.41] spk_0:
you’re my God

[00:42:51.84] spk_1:
loyalist for them and how many times how much it’s

[00:42:54.83] spk_0:
unquantifiable. It’s unqualified. Dragged, dragged so many friends to united. I’ve made so many friends. Uh, I mean, my father, you know, uh, he only plays united now, which means he only drag. He dragged my mom only in the night and only drag my wife United States. There’s a lot of a lot of work that way. Yeah,

[00:44:16.39] spk_1:
we’re gonna go away for a couple of minutes when we come back. Of course, Peter, and we’re gonna keep talking about his book comes out in January. Zombie Loyalists. Time for our Last break dot drives dot drives. Engagement dot drives relationships. Dot Drives is the simplest donor pipeline fundraising tool. They’ve made it customizable, collaborative and intuitive. It moves the needle on your prospect and donor relationships. If that’s what you want. If you want to move prospects along from prospect, potential donor to donor and then beyond, of course it’s stewardship. This is what dot does for you. For listeners. As you know, there’s a free month and a free demo. You go to the listener landing page at tony-dot-M.A.-slash-Pursuant. We’ve got but loads more time. That’s the last but loads of 2020 something. But there’ll be plenty of butts in 2021 but loads more time for zombie loyalists. With Peter Shankman, you have some examples of zombie loyalist leaving and mass like dominoes. Netflix. They’re both They’re both in the book, so it s so one leaving. If you don’t, you’re not starting to cure one leaving?

[00:44:29.54] spk_0:
Yeah, and then that’s the thing. You know, the the Internet with the hashtag, everything like that. You know, it doesn’t take a long time um, for those things to sort of blow up in your face and, uh, you know, the end of the day Mhm. Everyone said, Oh, you know Twitter is responsible for for us losing another, not you’re responsible for you losing, you know, And And if your product isn’t great and you’re your actions, don’t speak well of who you are. Then there’s no reason your customers should stay with you, you know? And it was so social media is really hurting us. Know you’re hurting yourself. The only difference is that social media makes it easier for the world to know

[00:44:59.27] spk_1:
about. They’re just telling the story. Dominoes and Netflix are good example because they bounce back. They took responsibility and

[00:45:43.00] spk_0:
they both owned the dominoes, came out and said, You know what? You’re right. Our pizza. We do have a problem. We’re gonna fix this. And they spent millions fixing it. And sure enough, they’re back with a vengeance. Now, I may or may not even have ordered them every once in a while, and I live in New York City. That’s a that’s a That’s a sacrilege. But you know, I have the app on my phone from over, You know, traveling somewhere being or whatever. And you know what, Do you get it? 11. 30 at night when your flight is delayed in the land? Donna, Um, which reminds me she probably go exercise on the flip side. Looks like Netflix. They also were screwed up. You know, they were losing, trying to switch between the two. They came up with a new name and everyone just like public man. And so and again. You’re watching the same thing happen with uber right now. So we really interesting to see if they’re able to repair themselves.

[00:45:48.99] spk_1:
Listening is important. Both Both those. Both those two examples. They listen to

[00:46:49.48] spk_0:
their customers. I think there’s a problem with listening because everyone’s been saying, Listen, listen, listen. For months and years and years and years now, but, you know, no one ever says that you have to do more than just listen. You have to listen. Actually follow up. It’s one thing to listen, you know, I use example my wife I could sit there and listen to her for hours, you know? But if I don’t actually say anything back, she’s gonna smack may you know, and go to the other room. And so you really have to. It’s a two way street. Listening is great, but you gotta respond, and look, I’ll take it a step further. E was like, Oh, Twitter is so great because someone was complaining on Twitter and we went online, and we we saw the complaint that we fixed their problem. And, yeah, how about if the problem did exist in the first place? You know, because the great thing about Twitter is that yeah, people complain on Twitter, the bad thing about it is there complaining about you on Twitter. So it’s like, What if the problem didn’t exist in the first place? What if What if you empower your front desk clerk to fix the problem so that I didn’t have to tweet? Hurts is my favorite story about all this? Uh, I used to rent from Hertz religiously. Um, And then I went thio Phoenix Sky Harbor Airport this past April, and I gave it, was giving a speech, and I go on. My name is supposed to be on the board, you know, so I could go back to my car and it wasn’t happens. I got upstairs. I wait 40 minutes on the V I P line. Um, after 40 minutes, they finally say, you know, there’s ah, on the one guy here. A lot of people might have a better chance. We go up the regular line, okay? Probably have told us that a little earlier. Go to the regular line. Spent 45 minutes waiting. The regular line that’s now been

[00:47:11.51] spk_1:
Are you tweeting? While this was happening?

[00:47:48.08] spk_0:
Well, I had enough. I was actually not only tweeting I had enough time to create a meme that should give you some idea of how long I was online with myself when I was quite enough. E get to the counter. Mm. How I can help you. Yeah, I was downstairs the V i. P. S and they told me Oh, you’re preservation downstairs like Yeah, OK, let’s Let’s put a pin in that, um they just sent me up here like right. They have to help you. Well, it’s not really they You guys were the same company. I mean, I could see the reservation on the screen. You you can help me. Sorry. So I can’t help. You have to go to V I p next. Like you just next to me. Okay, so if you know anything about Sky Harbor Airport in Phoenix, Um, all of the rental car company in the same place, eh? So I walked 50 ft.

[00:47:51.19] spk_1:
It’s a bus, takes you to the big the big pavilion, where they’re all next week.

[00:49:46.97] spk_0:
I walk 50 ft from the depravity that was hurt to the the wonderful Zen Garden of Tranquility That was Avis. And in four minutes, I had a nicer, cheaper or nicer, less expensive car given to me a woman named Phyllis who was 66 moved to Phoenix from Detroit with her husband for his asthma. I knew this because she told me. Um, she smiled at me. She brought her manager out and said, Yeah, that’s another refugee from hurts. And I said, This happens a lot. They’re like, Yeah, I’m like, Wow, you think they have done something about that? And so on the way out in a vis um, I I thank them. I walk past her, I shoot them this, you know, sort of Look at the look of the beast. I get my Avis car driving my hotel once I get to my hotel. I write a wonderful block post about my experience called Peter and hurts in the terrible. Horrible. No boat could really bad customer experience. Would you have a kid? You find your writing titles about your block post that have to do with kids books? Um, I do not like hurts, Sam. I am. And things and I included in this block post the five things I’d rather do than ever, uh, rent from Hertz again. I think number three was was ride a razor blade bus through a lemon juice waterfall, um, with, you know, and so. But, of course, the next day hurts reaches out. To me. This is the head of North American customer service. That’s all your body I’m like, They’re like, you know, we’d love to have that, Nick. No. Like you’re not gonna fix the problem. Number 17 Avis car. I’m never going back to hurt number two. There were five people yesterday. Five people interacted with all of whom had the chance to save me and keep me as a customer for life. A customer who have been so happy and I would have loved you five people blew it. So don’t waste your time trying to convert me back. You’re not going to what you want to dio is spend some of that energy retraining your staff to have empathy and to give them the ability and the empowerment to fix my problem when it happens. Because five people it takes every single employee to keep your company running, it takes one to kill it. PS Avis reached out to thank me personally. And, uh, I am now just this ridiculously huge, loyal fan of Davis and always

[00:49:56.07] spk_1:
will be. You have a pretty touching story about when you worked in a yogurt shop. You were really young way. Have a couple of minutes.

[00:50:39.85] spk_0:
Tell that. Tell that good stuff that was in the East Side, which again is yet another reason why I live on the West Side. Nothing good ever happens in Manhattan’s East Side. So I was I was working that I can’t believe it’s yogurt, which was a store that I think back in the 80 c b. Y. No, no TCB. Why was the country’s best I c B I. Why, it was a poor I can’t believe it. I can’t believe you, Yogurt. It was a poor attempt to capitalize on. I’m working at this store, and I go in every day and make the yoga to clean the floors. Radio typical high school job. And, uh, it was during the summer and thousands of people walking by, I think, like Second Avenue or something. And there were these brass poles that hung from, you know, there was an awning, right? It’s only that there and then the brass poles that held the awning up and they were dirty as hell, right? I’m sure they’ve never been polished ever. And I found I found some brass polishing the back, like always bear in the back. And one afternoon I went outside and I positive polishing the polls. My logic was, if the polls were shining, people saw them. Maybe they come into the store. Maybe they wanna, you know, by more screenplays. And the manager came out. What the hell are you doing? I said I told them what I thought. I don’t pay you to think. Get inside. You know, I’m like, there’s no customers in there, like, Okay, I’ll make sure the yogurt still pumping it full blast and I quit. I just quit that job. I mean, like, I couldn’t even begin to understand why someone would invest. I mean, own a franchise 50 grand to at least to buy that franchise. Why wouldn’t he invest in the two seconds it took a little elbow grease to make the polls claim that might bring in more customers? What the hell? You know, you’re not paid to think you’re not paid to think my favorite line. Yeah, I just I e encourage if any kids listening this teenagers, if you if you boss says that to you, quit, quit. I will hire you. Just quit it, Z. Probably the worst thing in the world that you could possibly do because you have customers who you have customers who every day could be helped by people who are paid to think. And that’s the ones you wanna hire.

[00:51:54.16] spk_1:
We gotta wrap up. Tell me what you love about the work you do.

[00:51:59.06] spk_0:
I get paid to talk. I mean, my God, that’s the same stuff I used to get in trouble for in high school. But on a bigger picture, what I really love about it is being able to open someone’s eyes and have them come back to me. Um, I run a series of masterminds called Shank Mines Business masterminded shank mines dot com, their day long seminar all around the country. And I had someone come to me. You know, I took your advice about X y Z and I started listening a little more. And I just got the largest retainer client I’ve ever had in my life by a factor of four. She goes, and I just can’t even thank you Never sent gorgeous politics like I can’t even thank you enough. Oh, my God. Being able to help people, You know, at the end of the day where I’ve yet to find another planet suitable for life, I’m looking So we’re all in this together. And if that’s the case, you know, why wouldn’t we want to help people just a little bit more? You know, there really isn’t a need to be, as do she is as we are as a society, we could probably will be a little nice to each other. And you’d be

[00:55:09.04] spk_1:
surprised that will help. The book is Zombie Loyalists. It’s published by PAL Grave. MacMillan comes out in January. You’ll find Peter at Shenkman dot com and on Twitter at Peter Shankman. Peter, thank you so much pleasure. Thank you Next week, as I alluded to, There is no show next week or for the week after. I hope you enjoy the hell out of your holidays. Although I know Hannah has already passed. I’m sorry. That’s sort of a set thing. I don’t have a lot of control over. If I did, I would do something about it. But there’s not a lot I can do about that. But you still have New Year’s. You got. You got that to look forward to, and I hope everyone enjoys time off time with family. In small, of course, small household size groups keep it safe. There’ll be a 2021 on Take time for yourself yourself. You need it. You deserve time for yourself. Rest recovery, recuperation, naps, Highly underrated naps. Terrible. I did a whole block post years ago on naps. Uh, I admire Nah, I’m more than admire. I thrive over naps. I exult in naps. Yes, way beyond mere admiration of naps. I exult in naps. It’s been a rough year, so However you take care of yourself, you know what’s best for yourself. Do it. Do it. Please take good care of yourself and I will see you in 2021. If you missed any part of today’s show, I beseech you, find it at tony-martignetti dot com were sponsored by turn to communications, PR and content for nonprofits. Your story is their mission. Turn hyphen two dot ceo and by dot drives Prospect to donor simplified tony-dot-M.A.-slash-Pursuant for a free demo and that free month. Our creative producer is Claire Meyerhoff shows Social Media is by Susan Chavez. Mark Silverman is our Web guy, and this music is by Scott Stein. You people have application. Scotty, be with me next week. No, no, no, not next week. Be with me next year for non profit radio Big non profit ideas for the other 95% Go out there and be great

Nonprofit Radio for December 13, 2019: Zombie Loyalists

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Peter Shankman

Peter Shankman: Zombie Loyalists
Peter Shankman is a 5x best selling author, entrepreneur and corporate keynote speaker. His book “Zombie Loyalists” focuses on customer service; creating rabid fans who do your social media, marketing and PR for you. (Originally aired 12/19/14)

 

 

 

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[00:00:14.44] spk_2:
Hello and welcome to tony-martignetti non

[00:00:36.83] spk_3:
profit radio big non profit ideas for the other 95%. I’m your aptly named host. Oh, I’m glad you’re with me. I’d turn ex ophthalmic if I saw that you missed today’s show. Zombie Loyalists. Peter Shankman is a five times best selling author, entrepreneur and corporate keynote speaker. His book, Zombie Loyalists, focuses on customer service, creating rabid fans who do your social media marketing and PR for you. This originally aired December 19th 2014. I like to play it once a year. It’s it’s really valuable. Great lessons in here on tony Stake to Thank You for 2019 were sponsored by wegner-C.P.As guiding you beyond the numbers wegner-C.P.As dot com by Cougar Mountain Software, The Nolly Fund Is there complete accounting solution made for nonprofits tony-dot-M.A.-slash-Pursuant. Martin for a free 60 day trial and by turned to communications, PR and content for nonprofits, your story is their mission. Turn hyphen to dot CEO. Here’s Zombie Loyalists

[00:02:46.75] spk_4:
Peter Shankman is a well known and often quoted social media marketing and public relations strategist. His latest book is Zombie Loyalists. He wants you to create rabid fans who do your social media marketing and PR for you. He’s got super ideas and very valuable stories. I’m very glad Peter Shankman is with me in the studio. He’s the founder of Haro. Help, a reporter out connecting journalists with sources in under two years from starting it in his apartment. Horror was sending out 1500 media queries a week to more than 200,000 sources worldwide was acquired by Vocus in 2010. He’s the founder and CEO of the Geek Factory, a boutique social media, marketing and PR strategy firm in New York City. Peter is on NASA’s civilian Advisory Council. You’ll find him at Shenkman dot com, and he’s at Peter Shankman on Twitter. His latest book is Zombie Loyalists, using great service to create rabid fans. I’m very glad his book brings him to non profit radio and the studio Welcome, Peter. Good to be here, tony. Thanks Pleasure. U, um, live on the West side of Manhattan and you and you, there’s ah, there’s a pretty well known five star steakhouse. I’ll get Wolfgang’s not far from you, but you pass it to go to a different steakhouse. Direct Morton’s correct. Why is that

[00:03:42.22] spk_0:
more. I am a zombie loyalist to Morton’s. What does that mean? I love the service, the attention to detail, the quality, the sort of where everyone knows my name mentality. When I walk into that Morton’s or any Mortons around the world, they have a tremendous custom relationship management system. When I call one number in New York or anywhere in the world, it they know who I am by my cell phone. And, uh, I’m treated with just, you know, phenomenal. Uh uh. Happiness toe here for me and my wishes were granted is aware. I know we have it, eh? Happy hour, Holiday party coming up at Morton’s next couple days. And, uh, you know, as always, I forgot to call and make a reservation. You know, I called and yesterday and said, Hey, I need a chance to get a reservation for seven people. Um, you know, there’s a night at, uh, 7 p.m. Which is, you know, the week of the holiday party. And they looked and they said, Oh, well, and then I guess their computer system kicked in. Of

[00:03:50.26] spk_6:
course, Mr

[00:04:34.44] spk_0:
Shankar, not a problem. I’ll get the Florida, you know, have it. We’ll have a great booth for you. That about, um, you know, and well, uh, tell us names. The people attending, you know, you know, you know, they’re gonna have specialized menus for them and their names on it. They really they have, ah, really high level of service that they provide, Not just to me. That’s the beauty of it. You know, it’s one thing for everybody. Yeah, it’s one thing if they just provided to me, but they do that for everyone. And, um, that is huge because, you know, being able to call when a normal person makes reservation. And not that I’m special. I’m actually rather abnormal. But when a normal person makes a reservation and says No, Martin says, Okay, greater you celebrating anything? So, yeah, it’s my wife’s birthday. That’s always after anyone. So you know what? It’s my wife’s birthday. Great. What’s her name? And her name’s Megan. Whatever. And you you go in and they and you sit down on the on the menu. It is Happy birthday. Make it. And then Megan, whoever she happens to be well, in the next 45 minutes, you know, taking 50 selfies with her menu and that’ll go online. And when her friends, you know, want that same experience, they’re gonna go. Morton’s

[00:04:49.82] spk_4:
you say in the book, you get the customers you want by being beyond awesome to the customers you have. And that’s why I want to start with that Morton’s story, which is in the middle of the book. But they do it for everybody, and then they have the V. I. P. S as well. And there’s the terrific story of you tweeting tell that story. That’s a good story.

[00:05:09.16] spk_6:
It’s a good

[00:05:09.54] spk_0:
story. Stories. I was flying home from a day trip to Florida and was exhausted and starving and

[00:05:15.98] spk_4:
they trip meeting. You’re flying down

[00:05:48.08] spk_0:
down to 6 a.m. Lunch meeting flew back same day one of those one of those days, and I jokingly said, The tweet Hey, Morton’s, why don’t you meet me at Newark Airport when I land with a porterhouse in two hours? Ha ha ha ha ha. Um, you know, I said it the same way you’d say winter, Please stop snowing things like that. And I landed, uh, find my driver and said, Next, my driver is a is ah, waiter in a tuxedo with the Mortons bag. They saw my tweet. They put it together. They managed to bring me a ah, a steak and and, you know, as

[00:05:48.25] spk_6:
great of a

[00:07:24.94] spk_0:
story, is it is it that’s that’s It’s a great stunt and it’s a great story and it wasn’t staged. It was completely amazing. But you know, that’s not what they’re about. They’re not about delivering stakes to airports. They’re about making a great meal for you and treating you like world when you come in. And you know, if they just did that, if they just deliver the state of the airport but their quality and service sucked, you know, it wouldn’t be a story, you know, like they did for Peter. But, you know, my steak’s cold, you know? So what it really comes down to is the fact they do treat everyone like kings. And that’s that’s really, really important, because what winds up happening, you have a great experience of borns, and then you tell the world, you know Oh, yeah, great dinner last night. That was amazing. I would totally there again. And as we moved to this new world, where review sites are going away, and I don’t I don’t I need to go to yelp reviews and people I don’t know. You know, if they’re shills, whatever the case may be, I don’t know. Or trip Advisor. Same thing. I want people in my network quite trust and people in their network who they trust by default, I trust. So that’s gonna be that’s already happening automatically when I when I land in l. A and I type in steakhouse, Not me. I know I know where the steakhouse Donnelly, but if someone typed into Google Maps or Facebook Steak House in Los Angeles, you know they’ll see all the State Council’s on Google map. But if any of their friends have been to any of them, they’ll see those first. And if they had a good experience, only if the sentiment is positive, will they see those first. And that’s pretty amazing, because if you think about that, the simple act of tweeting at a photo Oh my God, thanks so much more to love this. That’s positive sentiment. That network knows that, And so if you’re looking for a steak house, you know, and your friend six months ago had that experience. Oh, my God. Amazing state. This is a great place. The sentiments will be there. And and And the network will know that network will show you that steakhouse because you trust

[00:07:26.34] spk_4:
your friend. And this is where we start to cultivate zombie loyalists. Exactly. Is through this awesome customer service of the customers you have. Say more about something.

[00:07:34.15] spk_0:
Yeah. I mean, you have so many companies out there who are trying to get the next greatest customer, You know, you see all the ads, the Facebook post. You know where 990 followers are? 10 are 1000. Follower gets a free gift. Well, that’s

[00:07:48.17] spk_6:
current

[00:07:55.66] spk_0:
saying, screw you to the original 990 followers who you had who were there since the beginning. We don’t care about you. We want that 1000. You know, that’s not cool. Um, the the companies who see their numbers rise and you see their fans increase in there. They’re, um um revenues go up. Are the ones who are nice to the customers they have. Hey, you know, customer 8 52 It was really nice of you to join us a couple months ago. How you know, how are you? We noticed that you posted on something about a, uh you know, your car broke down. Well, you know, we’re not in the car business, but, you know, you’re you’re two blocks from our our closest ah, outlet or whatever. And you know, once you if you need to come in, have a cup of coffee, will it use the phone? Whatever. You know, those little things that you could do that that really focusing the customers. You haven’t make the customers. You have the ones where the zombies who tell other customers have great your

[00:08:36.38] spk_4:
And this all applies to non profit, certainly as well.

[00:09:13.47] spk_0:
But even more south. Yeah. I mean, if you know, non profit, constant worry about howto make the most value of the dollar and how to keep the dollar stretching further and further. And ah, you know, you have this massive audience who has come to you who’s a non profit. Who said to you, You know we want to help Here we are volunteering our help and just simply treating them with the thanks that they deserve. Not just a simple Hey, thanks for doing it. but actually reaching out, asking what they want, asking how they like to get their information. Things like that will greatly increase in donations as well as, um, making them go out and tell everyone how awesome you are, letting them to your PR for you.

[00:09:17.54] spk_4:
And that’s what a zombie loyalist does. And this is for this. Could be donors could be volunteers in the organization who aren’t able to give a lot. But giving time is enormous,

[00:09:30.38] spk_0:
and, you know, if they have such a great time doing it, he’ll bring friends. As as zombies. Do you know zombies have one purpose in life? Really? Zombies have one purpose in life that’s defeat. It doesn’t matter how the Mets are doing. It doesn’t matter, you know, chance that they lost anyway. But it doesn’t matter how how anyone’s doing. You know what’s going on in the world economy. It doesn’t matter. What matters with Zombie is where they get their next meal because they feed and they have to infect more people. Otherwise they will die Zombie loyalists of the same thing. All they have to do is make sure that their custom they tell the world we all have that friend who does it. You know that one friend eats nothing but the olive garden because Oh, my God, Is greatest breadsticks everywhere, you know? And they will drag your ass the olive garden every single time they get that chance. That’s a zombie,

[00:10:04.54] spk_4:
loyalist. And you want them to do that for your non profit. And there’s a big advantage to being a smaller, smaller organization. You could be so much more high touching. We’re gonna talk about all that. We got the full hour with Peter Shankman. Gotta go away for a couple of minutes, stay with us.

[00:10:54.79] spk_3:
It’s time for a break. We have used the service’s of wegner-C.P.As for many years. Their service is excellent. The auditors provide clear directions and timetables. They’re professional and thorough, but also easy to work with. The answer questions promptly End quote. And that is from an HR professional in Hillsborough, North Carolina. Heavenly Hillsboro. That’s from a movie who can Ah, who can name that movie? Heavenly Hillsboro. Not to get off topic, though, but I just did. Do you need that kind of c p A support with clear directions and timetables. Easy to work with answer questions promptly. Professional and thorough. Wegner-C.P.As dot com Now back to Zombie loyalists

[00:10:59.87] spk_4:
Peter, it doesn’t take much Thio stand out in the customer service world does it

[00:11:09.02] spk_0:
really doesn’t, you know. And the reason for that is because we expect to be treated like crap. You know, I love this example. Whenever I gave speeches, I asked, I asked you in the audience, Who here has had a great flight recently, like at least one personal raise their hand. Okay, what made it great and without fail there. And, well, we took off on time and and I had the seat I was assigned, and we landed on time and like so you paid for a service. They delivered that service and you are over the freaking moon about it, like that’s the state that we’ve become. You know, that’s how bad customer service has been that you are just beyond thrilled that they did exactly what they said they were gonna do it. Nothing more.

[00:11:37.94] spk_4:
Less than 20 minutes in the post office line exam, and I’m ecstatic

[00:12:12.47] spk_0:
exactly. You know, it’s so we really are at a point where we only have to be one level above crap. I’m not even asking my client to be good. Just one level of crap. You know, if everyone else is crapping your one level above that, you’re gonna win. It’s my favorite. My favorite joke. Some the two guys were out in the woods hunting in the woods in the or just jog. It was the 1st 1 sees Ah, bear. And they see this barren bears raised up is about to strike, and the 1st 1 reaches down and tightens up his laces on his running shoes and the studio. Don’t be community. You can’t outrun a bear and just kind of need to understand how wrong. You know, I love that joke because it’s it’s so true. That’s the concept. You know, all you have to do is be just a little bit better than everyone else, and you’ll win the whole ball game.

[00:12:24.54] spk_4:
Now we have to set some things up internally in orderto have the structure in place to create the zombie loyalists.

[00:15:46.52] spk_0:
Yeah. I mean, you have a You have a ah company where the majority of people in your company are afraid to do anything outside the norm. You know, I mean, look at look at a cell phone company. You know, you call them. Could you have a problem, right? 18 T or T mobile? You call them that? Your problem? They’re actually the customer service will handle your caller. Actually judged and rewarded based on how quickly they can get you off the phone, Not on whether or not they fix your problem. How fast that how fast they can get you off the phone. Which means how many more calls again? Remember, I worked when I worked in America Online. We all had to do a day of customer service every month just to see what it was like. That was a brilliant idea. But you know, again, it says it was a system called Vantive for you to sign on and assumes you signed on. If you weren’t in a call, you know, that was tacked against you. If you’re in a call and it went over a certain amount of time, that was tacked against you. So the decks were stacked. Not in the favor. The customer. There are some companies out there who allow their customer service employees to simply be smarter about what they dio and do whatever it is they need to do to fix the problem. Um, you know, my favorite story about this Verizon Wireless I went overseas was in Dubai, and I landed to buy, and I turned my phone had gotten global roaming on my phone. Which 20 bucks for every 100 megabytes. Okay, so I land and I turn on my phone and it says, um, before I’m even off the plane, I get a text that you’ve used $200 in roaming charges. What the hell? You know, $300 by talking about the plan, wegner, Something’s up here. So I called Arise and a nice guy answer the phone. Oh, yeah. I mean, the first thing that was Yes, sir. You do have global roaming, but it doesn’t work in Dubai. Okay, well, that’s not really global. That’s more hemispherical Roaming, I think is the issue. And so he said, Well, look, I’m gonna be here for a week. I said, you know what? You have my credit card on file, Bill me like, I don’t even like 1000 bucks and let me have the phone for, like, a week and, you know, that, you know, 500 bucks and I’ll go over to gigs would just do something for me. Sorry, sir. I’m not authorized to do that. You can look. So what do I have? Well, you can pay $20.48 a megabyte. I’m like, I’m sorry. Seriously. Which equates essentially to be charged 2048 seconds. 3048 cents. For every I think the times for every four seconds of the video Gangnam style if I decided to watch my phone like this is pretty ridiculous. So I simply hung up, hung up on your eyes, and I went down the street to the Dubai. The Mall of the Emirates, which is the largest mall in the world, has a freakin ski slope in it. And I’m not joking. And as a ski slope in this mall and went to one of the 86 different electronic stores in this mall bought an international unlocked version of the same exact cell phone I have went next door to the local sim card store, bought a SIM card that gave me 20 gigabytes of data at 1000 minutes of talk for $40 I then put that in my phone because I it’s an android phone. I simply typed in my user name and password for Google and everything imported. And Verizon did not get a penny on that trip. Um, how easy would have been from Horizon to say, Okay, you know what? We’ll cut your brake. They still make a lot of money off me. And I would tell the world how great Verizon was to work with and how wonderfully how helpful they were. Instead, they guaranteed that I will never They will never make a penny from any international trip. And I take, what, 15 of them a year. Because now my cell phone, um, by international cell phone that I bought all I do is pop out the SIM card in my land wherever I am putting a new SIM card. So

[00:15:47.22] spk_4:
and you’re speaking and writing and telling bad

[00:16:15.23] spk_0:
jokes and your eyes. And every time I tell the story about variety, I make it a little worse. Apparently, Verizon tests out the durability of their phone by throwing them kittens. Read this or not, but you know, the concept that all they had to do all the energy was in power Mark, and it wasn’t Mark’s fault. Mark was a really nice guy, but he was not allowed to do that. He would get fired if you try to do a deal like that for me. And so it’s this concept, you know. The

[00:16:15.36] spk_6:
funny

[00:16:15.56] spk_0:
thing is, it comes down If you

[00:16:16.82] spk_6:
really

[00:16:50.24] spk_0:
want to go go down the road in terms of a public company like Verizon of where the issue is, you could even trace it to fiduciary responsibility because the fiduciary responsibility of any company CEO all the way down to the employee is to make money for the shareholders. Future responsibility means by not allowing me, they don’t allow in. Mark the customer service agent to to help me on and take a different tack is actually losing money. Too many CEOs think about the next quarter. Oh, we have to make our numbers this quarter. I’m fired companies in other countries to nothing with next quarter century, and they make a much bigger difference because the thing okay, what can we do now? That will have impact in the next 5 10 15 years, you know, and really implement the revenue that we have and an augment and companies Americans don’t know nothing about them. That’s a big problem.

[00:17:15.80] spk_4:
I’d buy a product line that has a lot of natural and recycled materials. Seventh generation and their, um, their tagline is that in our every decision, we must consider the impact on the next seven generations. It comes from an American Indian.

[00:17:21.38] spk_0:
It’s great. It’s a great line. I mean, just thinking about how much money would have made for me in the past three years over just just in my

[00:17:27.31] spk_4:
overseas, you’d be telling a story about like them about Morten like the one

[00:17:54.51] spk_0:
about a lot of people listen to me and they wegner for a time when you Googled roaming charges variety, wegner, Google Horizon, Roaming charges. My story about how I saved all this money really came up first because I did the math. And if I had not called Mark and bought my own cell phone and done this, I would have come home to a $31,000 cell phone bill and you damn over rising one damn thing about that up to bad. Sorry about the fine print

[00:17:56.40] spk_4:
and plus the employee who sold you the quote. International plan, right? I’m sure you told her. No way. I’m

[00:18:03.56] spk_0:
going to Canada and they’re going to buy. I’m assuming she didn’t know where to buy was she thought it was near Canada, but yeah,

[00:18:09.37] spk_4:
long story short. I couldn’t use it. All right, So employees have to be empowered. There’s to be. We have to be changing a thinking to the customer has to come first. The donor of the volunteer

[00:19:40.75] spk_0:
don’t volunteer, you get at the end of the day, where’s your money coming from? Look, if you’re not profit our Fortune 100 where’s the money coming from? You know, And if you we see it happening over and over again. We’re seeing what you’re seeing right now. Play out every single day with company uber uber. It’s so funny cause uber makes you know the value of $40 billion right now. But that doesn’t mean anything. It doesn’t mean anything. If people are running away in droves, which people are, there’s a whole delete your uber app movement hard. Oh God. Yet people are living. What’s the problem? Well, it’s several number one that uber is run by a bunch of guys who honor the bro code. The company was actually started by a guy who, in on business in business, insider said he started the company, get laid. His goal was to always a black car when he was leaving a restaurant to impress the girl he was with that he came out and said that And you see that culture run rampant throughout uber from their God mode, where they can see they actually create. There was, Ah, read this amendment visited center as well that they created a hookup page that showed or, ah, walk of shame Page that showed where women were leaving certain apartments like on weekends. And we’re leaving certain place on weekends, going back to their home. It was obvious that they, you know, some guy and I think they did that. And of course, just there their whole surge pricing mentality, which is, you know, two days ago there was, ah, a couple of the terrorists of the biggest Harris attacking in Sydney at that at that bakery, and Sydney Uber and Sydney instituted surge pricing for people trying to get out of harm’s way, you know, and and they later refund it.

[00:19:48.41] spk_6:
Oh, it was a computer

[00:20:07.46] spk_0:
glitch. You know, I’m sorry. You have a stop button. And you can when you see something happening like that, there has to be someone in the office. You know what? Not cool. We’re gonna take care of that and hit the stop button. And it was yet bad. Tons and tons and tons of bad publicity. You know, I was having an argument with one of my facebook page facebook dot com slash peter Shankman Because they said, Oh, you know, So what they don’t They don’t turn surge pricing don’t have enough cabs. They’re, you know, people can’t get home. I said, I’m pretty sure that the on Lee come, but I’m sure that no one had cab companies that I’m sure that there wasn’t anyone who had enough cars. They’re private cabs, uber’s whatever. Yet the Onley stories I read about cos screwing up during the event where uber not Joe’s Sydney cab company. You know, I didn’t see him screwing up because he didn’t turn on surge pricing. You gotta You gotta respect your customer after,

[00:20:40.16] spk_4:
as we’re ah training for that, then not only trying to change that mind ships well in in trying to change that mindset, rewards for custom for employees that do take, go to go the extra

[00:21:01.89] spk_0:
mile Well, first of all, if you give the employees the ability to do it to go the extra mile and understand they won’t get fired, you’re not gonna get in. Try always to tell every one of my employees you never get in trouble for spending a little extra money to try and keep a customer happy. You’ll get fired for not doing it. You know you’re fired for, not for seeing an opportunity to fix someone and not taking

[00:21:06.61] spk_4:
not doing everything that you could

[00:21:44.36] spk_0:
know. Ritz Carlton is famous for its current hires people not because whether they could fool the bed sheet but for how well they understand people. Because in Ritz Carlton’s mind, it’s much more important to be a people person and be able to be empathetic, and that it’s such a key word. Empathy is just so so sorely lacking. You know how many have called customer service? Yeah, you know, I have to have to change my flight. Might my My aunt just died. I really D’oh! Okay, great. That’s $200. I just want to go now. Earlier, You know, you show up at the airport, your bag is overweight by half a pound. That’s $25. I just can you just cut me some slack note. So empathy and giving the custard, giving the employees the ability to understand that the customer that sometimes you can make exceptions and it is okay to make changes.

[00:21:51.27] spk_4:
And this is where a smaller organization

[00:21:53.57] spk_6:
has huge advantage. It’s easier to change.

[00:22:01.54] spk_0:
That’s what kills me. You know, I go to these try to frequent small businesses when I can. I get you something small businesses and they won’t they act like large businesses, you know, in the respect that they

[00:22:06.46] spk_6:
don’t have.

[00:22:06.91] spk_4:
Ah, they want to be respected almost

[00:22:46.53] spk_0:
don’t have, like, a 6 6000 page code that they have to adhere to. They can simply, uh, do something on the fly. And yet, for whatever reason, they won’t do it. And it’s the most frustrating things. And look, guys, you’re acting like a big your act like Mega Lo Mart here, you know, and you’re not Mega Lo Mart, and you’re just Joe’s House of Stationary whatever it is and, you know, not be able to help me. You’re pretty much killing yourself because you don’t have 85 billion customers that come to the door after me, you know? But I have a pretty big network. And for a small business, two get killed socially, as social becomes more and more what? How we communicate, You know, it’s just craziness.

[00:22:56.18] spk_4:
You know, we’re pretty much in a world, I think, where something almost hasn’t happened to you. Unless unless you share

[00:23:41.18] spk_0:
it e joke that, you know, if I can take a selfie. Was I really there? Um but it’s true, You know, we do live in a world where, you know, I remember God 10 years ago. Maybe not even not even 10 years ago. I was one of the first people have a phone in my camera, you know, And it was like, 24. That’s why you can ring my phone. Right? And it was like a I think a 0.8 megapixels. You know, it looked like I was taking a picture with a potato, but it was It was this. I remember it was 2002 and I was in Chase Bank and there was a woman arguing with the teller and I pulled out my video. You know, it was the crappiest video you ever seen. I pulled it out and I said, You know, I started recording and the woman behind the cat woman, the kind I was doing The woman behind the counter was talking to the customs, saying, You do not speak to me that way. You get out of this bank right now and the country was saying, I just wanted my balance, and you and your manager comes over. I

[00:23:54.71] spk_6:
get this whole thing

[00:23:55.15] spk_0:
on my little crappy three g Motorola folk phone, and I remember I posted online and Gawker picks it up. I gave him E mail. The headline I put on my block was, you know, chase where the right relationship is at. Go out yourself, you know? And it was It just got tons of play and the Gawker picked it up. It went everywhere, totally viral. So

[00:24:11.97] spk_6:
it’s one of those things here, just like, you know, this is in

[00:25:02.50] spk_0:
2002. It’s 12 years later. How the hell can you assume that nothing is being that you’re not being recorded. You know, I I ever blowing I sneezed a couple weeks ago and, uh ah, not to get too graphic here, but I needed a tissue big time after I was done season. I remember going through my pockets looking for desperate, looking for tissue, looking around, making sure it wasn’t on camera somewhere that someone didn’t grab that for the next viral sensation. You know, I got I went to high school with a block from here, right? If the amount of cameras that are in Lincoln Center today were there in 1989 90 90 be having this conversation entirely, I’d be having a conversation behind bulletproof for myself. Yeah, so you know, you’d be you’d be talking to. You have to get special clearance to visit me probie at the Super Max in Colorado. It’s one of those things that you just like. My kid, who’s who’s almost two years old now is gonna grow up with absolutely no expectation of privacy the same way that we grew up with an expectation of privacy. And I’m thankful for that because she will make a lot less stupid moves, you know? I mean God, The things that I thought, you know, in in high school I thought

[00:25:18.88] spk_6:
the stupid isn’t the

[00:25:24.18] spk_0:
world. Thank God there wasn’t a way for me to broadcast that to the world in real time. Thank God

[00:25:32.01] spk_4:
creating these zombie loyalists. And we’ve got to change some. We gotta change culture and thinking and reward systems. Let’s go back to the cost of all this. Why is this a better investment than trying to just focus on new donors?

[00:25:39.30] spk_0:
I I love this analogy and give your fun analogy lets

[00:25:42.56] spk_6:
him

[00:26:18.95] spk_0:
in a bar. And there’s a very cute girl across the across the park and catch my eye catcher. I go up to a go. You know, you don’t know me. I’m amazing in bed. You should finish your drink right now. Come home. Let’s get it on. I’m gonna impress. I’m that good Chancellor should get throw a drink in my face. Go back talking to her friends. I’ve done a lot of research on this. That’s probably now let’s assume let’s assume an alternate world. I’m sitting there on my phone. I’m just playing like, you know, some no boards are frantically and she’s over there talking to friends, one of her friends. Holy crap, That’s

[00:26:19.53] spk_6:
Peter Peter Shankman. I’ve heard him speak. He’s in this

[00:26:22.95] spk_0:
fantasy world. I’m single, too.

[00:26:27.13] spk_6:
He I think he’s single and he’s having the amazing guy I know. He has a cat you ever get. You should totally go talk to

[00:26:48.71] spk_0:
him the very least. I’m getting this girl’s number. That’s PR, Okay. And what do we trust? More me with my fancy suit collar going over the seventies. Leaders in Hi, I’m amazing. Or the girl saying, Hey, we’ve been friends since their grade. I’m recommending that guy. You should trust me on this. Obviously, that that’s where good customer service comes into play. And that’s where corporate culture comes into play. Because if I have a great experience with you and at your company, I’m gonna tell my friend when they’re looking and I will stake my personal reputation. And there’s nothing stronger

[00:26:58.24] spk_4:
than that. And these are the people who want to breed as his eyes

[00:27:00.65] spk_0:
are stronger than advertising stronger the marketing

[00:27:03.15] spk_4:
and they’re gonna share. People want to share

[00:27:10.38] spk_0:
that. Think about the Internet runs on two things. It runs on drama, drama and bragging bragging and drama. And if you if you need any proof of that, you go and look at all the hashtags with crap that’s happened, you know, bad customer service, bad, whatever. But

[00:27:19.84] spk_6:
then look at all

[00:27:28.34] spk_0:
the good hash tags. You know, when our flight’s delayed for three hours and we lose our seat Oh, my God. I hate this airline. The worst A line ever. But when we get upgraded right hashtag

[00:27:29.24] spk_6:
first class bitches or

[00:27:30.13] spk_0:
whatever it is, you know, like that

[00:27:31.80] spk_6:
on the whole, because we love to

[00:27:33.27] spk_0:
share its on Lee a great experience if we could tell the world. And it’s only a bad experience if we could make everyone else miserable about it as well.

[00:29:23.57] spk_3:
We need to take a break. Cougar Mountain software designed from the bottom up for nonprofits, that means for you that it has what nonprofits need, what you’re looking for. Like fund accounting. Critical. Um, no more spreadsheets for your restricted funds. Fraud prevention, outstanding customer service. You will get a free 60 day trial on a listener landing page at now. It’s time for tony steak too. And I thank you for all your support in 2019 as we wind the year down. Um, lots of listeners. Grateful. Grateful for all the 13,000 plus listeners week after week. Um, those podcast listeners. Thank you so much. If you listen live. I’m grateful to you. You know, I’m always sending the live love as well as the podcast. Pleasantries, Of course. Thank you. Uh, even when there’s just six or eight or 10 people listening live, it gives me energy. I love knowing that there are a couple of people scattered throughout the world. Doesn’t matter, really? Doesn’t matter. Listening live. I’m grateful for that. Thank you. Tuning in life. Um, and maybe there are other ways that we’re connected. If it’s ah, through the Facebook page. Twitter, um, linked in. Nah, there’s not too much unlinked in too much activity on linked in some. But however it is you’re connected. Oh, the inbox. If you’re getting the insider alerts, thank you for that. Every Thursday. Getting those. Thank you. However, it is your with non profit radio supporting non profit radio. I thank you very much. And that is Tony’s Take two. Let’s continue with Peter Shankman and Zombie loyalists.

[00:29:33.82] spk_4:
Peter, you have a golden rule of social media that that a good number of customers like to share and people are gonna keep doing

[00:30:18.21] spk_0:
it. People will always share. Um, again, it goes back to the concept that if you create great stuff, people want to share it because people like to be associated with good things. If you create bad stuff and my stuff, I could meet. I mean anything from, like, a bad experience, too, that content people not only won’t share that, but we go out of their way to tell people how terrible you are. Yeah, um, you know, how many times have you seen companies fail horribly? Uh, you know, after major disasters when companies were tweeting, um, you know, completely unrelated things after after random school shooting? No, it was after the shooting at the theater in Aurora, Colorado. The Dark knight, the tweets.

[00:30:19.13] spk_6:
Hey, shooter’s, what’s your plans for this

[00:31:12.47] spk_0:
weekend? You know, and I’m just going, really, you know, But of course, the thing was, the thing was retweeted millions of times, you know, with a sort of shame on the way. So wait, We’re society. Like I said earlier, that loves to share. When, When great things happen to us but loves to tell the world when we’re miserable, because we’re only truly miserable when you make everyone else miserable. Um, it’s funny, you mentioned, Ah, generosity. Siri’s the one of my favorite stories, which goes to sort of a bigger picture of culture and somehow when you’re just doing your job, because that’s what you’re supposed to do your job. But you don’t realize there are ways to get around that. I I listened to your podcast, among others, when I’m running through Central Park on Dhe, more like if you know my body type more like lumbering through Central Park. But I get there. I’m an iron man, I have that. And, ah, so I go to Central Park and it’s super early in the morning cause I usually have meetings and I don’t run fast. I run like I really don’t run fast, but But as I’m running,

[00:31:16.56] spk_4:
but let’s give you the credit that you have done a bunch of iron Man,

[00:33:02.26] spk_0:
I have try. I do. I do it, you know. My mother tells me that I just have very poor judgment in terms of what sports I should do But, um, on the flip side, I’m also a skydiver, which is with my weight is awesome. I fall better than anyone, but so I’m running through Central Park. Last year it was February, February of 13 and 14 of this year. And, um, it was around 4 45 in the morning because I had a Canadian meeting and have you 10 miles. So four foot of the morning running about, but hopping around 1979 88th Street on the east side in the park and a cop pulls me over. And what you doing? Look at him. You know, I’m wearing black spandex. I have had it’s five degrees. I don’t want you playing checkers, you know, like I’m running and it’s like, Okay, can you stop running? I’m like, OK, does that give the park’s closed? No, it’s not. Look, I’m in it. Look around. There are other people who know part doesn’t open this exam like he’s ago. Would you have any idea? And you’re like, No, I’m running because what you name, I’m like, seriously, I’m writing you a summit. I’m like you ready? Made some. It’s for exercising. I just want to clarify that you’re writing. And sure enough, the guy wrote me a summons for exercising in Central Park before it opened. The charge was breaking the violating curfew. You know, I’m like I get the concept. The curfew is to keep people out after 2 a.m. It’s not to prevent them going in early to exercise, to be healthy. I’m like, I’m not carrying a six pack. I’m not drinking a big gulp. I’m not smoking. I mean, I’m doing something healthy, and you’re writing me a summons for it. Um, I said I’m gonna have a field day with this. I said I have some fathers. This will be a lot of fun. I’m not. You know, you’re just doing your job Serve even though you have the discretion not to. But Okay, so I go back home, take a picture of me, take it, e mail it to a friend of mine in New York Post front page New York Post next day. No running from this ticket. York Times covered it. Runner’s world covered. I mean, I went everywhere. Gawker covered it, you know? And my

[00:33:06.66] spk_6:
whole thing was

[00:33:10.15] spk_0:
just like, Dude, you have discretion. Look, at me. You know, I’m not.

[00:33:10.85] spk_6:
I’m not even going super fast, for God’s sake.

[00:33:13.39] spk_0:
I’m just just trying to exercise here, you know? And

[00:33:16.08] spk_6:
of course, I went

[00:33:16.47] spk_0:
to court, and I beat it. But how

[00:33:18.25] spk_6:
much money

[00:33:21.19] spk_0:
they cost the city for me to go to court fight this thing. You know, every employee you have to give your employees the power of discretion. The power of empathy to make their own decisions. If you go by the book, bad things will happen.

[00:33:28.71] spk_4:
And again, small shops. So much easier to do. Yep. Flatline flat organizations.

[00:33:58.10] spk_0:
I worked with a nonprofit animal rescue non profit. A friend of mine was a skydiver and shut him out. I can’t, but But there’s a friend of mine, Scott, ever. And she was killed in a base jump several years ago, and her husband asked to donate her memory to this non profit. So I set him a check, and about three months later, I get a coffee table book of mail and I was living by myself. The time I didn’t own a coffee table. It was, you know, more money to spend on my flat screen. And I remember I call I look at this coffee table guy throw I throw in the corner. I look at it over next couple days. It pisses me off on how much How much of my donation did it cost to print? Melon produced this book to me, and so I called them up. Well, sure. We believe most of our donors are older, and I prefer to get a print version as opposed to, like digital. You know where they throw it away, Like you don’t traditionally, but Okay, um, I’m like, So So you’ve asked your you’ve done surveys in. You’ve asked, You

[00:34:23.15] spk_6:
know, we just assume the

[00:35:03.43] spk_0:
most number older. I’m like, Okay, I open my mouth lineup joining the board and spent the next year interviewing customers, interviewing every current and past donor about how they like to get their information and shock of shocks. 94% said online. And so over the following year, we launched Facebook page, Twitter page. Um uh flicker account, YouTube, everything. PS the following year for that, donations went up 37% in one year in that economies, right ran away tonight. Donations went up 37% in one year, and they saved over $500,000 in printing mammalian reproduction. Imagine going to your boss, boss. Revenues up 37%. And we saved 1/2 $1,000,000 in Boston about your really good beer. You know, all they had to do was listen to their audience, be relevant to the audience you have, and they will tell you what they

[00:35:09.51] spk_4:
want. We have tons of tools for segment.

[00:35:11.34] spk_0:
Oh, my God.

[00:35:11.93] spk_4:
You gotta listen to what segment you want. People want to be.

[00:35:31.37] spk_0:
You know, someone someone asked me today. You know what? What’s the best way? I knew nothing about their company. What’s the best social media outlet for me to be on? Should be on Twitter ship on Facebook, I said, I’ll answer that question. If you can answer this This this question to ask you is my favorite type of cheese Gouda or the number six. I understand that’s not a real question. Look, neither is yours like I can’t tell you where the best place to be your audience can. I said, Go ask your audience. Believe me, they will tell you there’s a gas station. The Midwest come and go. I love the name K u M and G O. And there, Tad,

[00:35:47.60] spk_4:
you can read more about

[00:35:48.35] spk_0:
the tagline is always something extra. I

[00:35:51.22] spk_6:
mean, come on, the jokes just

[00:35:52.39] spk_0:
right sells for God’s sake. But

[00:35:54.88] spk_6:
then I’ll take themselves too seriously, that ghost knowing the name of

[00:36:06.27] spk_0:
the company gas station. And I remember there in Iowa and I went to visit a friend and I went I was like, You’ve got to get a photo of you in front of coming goes And the

[00:36:08.77] spk_6:
beauty of this is that some of their employees

[00:36:09.59] spk_0:
actually look at their customers when they’re on their phones. In the stores

[00:36:13.27] spk_6:
go. You know what you use Twitter or Facebook?

[00:36:15.25] spk_0:
And they say,

[00:36:19.93] spk_6:
Oh, you and the record that information and they know it. Customers will give you so much info if you just ask them, because then they feel

[00:36:42.42] spk_0:
invested. They feel invest in your company. They feel like they that you took the time to listen to their non profit requests or their their their questions. And they feel like they’re radio for Harrow. Every month we have a one question Harrow survey, you know, heroin question survey, and it would get like 1000 people respond. I’d spend the entire weekend emailing Everyone responded, thanking them personally and took my entire weekend. But it was great because I would wind up happening. Is that you know, if we took their advice and launch it on Monday with the new thing?

[00:36:45.69] spk_6:
Oh, my God. How did this They took my advice?

[00:36:48.15] spk_0:
Yeah, was your advice to 800 other people Advice. But we

[00:36:51.82] spk_6:
took it and it just

[00:36:52.67] spk_0:
It just made them so much more loyal. And they tell hundreds and hundreds and hundreds of people we get in. There were days. I got three days where I was in Temple one morning, the Garment Center synagogue and my phone. I feel like phone getting really hot in my pocket, which is not normal. And I start hurting. I look at it. It almost fired. It had frozen because we were mentioned in Seth Gordon’s morning blogged, and at that time, I was getting emails. Every time we get a new subscriber and the phone actually frozen and was locked and and was like overheating, I t at the battery and reset the entire phone because we’ve got so many new 14,000 subscribers in, like, three hours.

[00:37:26.40] spk_4:
I’ve seen some scene you say. Excuse me? You say that customer service is the new advertising, marketing and PR. Yeah, it

[00:37:59.32] spk_0:
really is. Well again. You know, if we’re moving into that world where so imagine a lava lamp. And I love that. I can use this now. Imagine a lava lamp. A lava lamp has water, oil and a heat source. Right. Heat source heats the oil. The oil flows with water. It makes pretty colors. I’ve heard it looks really good when you’re high. Now I’ve heard. Now imagine if crystals imagine if you’re, uh, everyone you meet in your network, okay? Is a drop of oil. The water is your network. And

[00:38:00.84] spk_6:
what is your world? Everyone you meet in your

[00:38:19.92] spk_0:
network from from the guy you’re sitting doing the radio interview with to the guy who serves you ice creams, local deli to the guy who does your dry cleaning to your girlfriend to your wife to not same time to your kids. Second grade teacher to your second grade teacher years ago. Everyone you meet is in your network, You know, right now, when Facebook first started I would see the same weight

[00:38:26.85] spk_4:
from a kid. I was in high school, his post with the same weight as like my current girlfriend, which is ridiculous. I don’t need to know about everything.

[00:38:55.92] spk_0:
My friend from junior high school’s doing even talking kid In 15 years, Facebook’s getting a lot smarter as Google. Now I see the people I communicate with the most okay, and if I if I reach out and connect with new people, they start rising in my feet and my stream. If I don’t they fall. It’s just like a lava lamp. Every person you connect with is a drop of oil. That heat source at the bottom that’s rising. Raising or lowering those drops of oil is relevance. So imagine the heat sources relevance. And the more I interact with someone, the more the higher they go

[00:38:56.87] spk_4:
in my network in the more I see of them, the more trust level

[00:38:58.84] spk_0:
there is. When I’m at a bar and I meet someone in a restaurant or conference, I meet someone. I don’t need

[00:39:05.32] spk_4:
to connect them. I don’t need to go on Facebook. Friend request

[00:39:08.37] spk_6:
that, you know, awkward

[00:39:09.04] spk_0:
friend requesting is when you stop to think that last

[00:39:10.41] spk_6:
time my

[00:39:10.56] spk_0:
friend requested some of the real world was second grade. Will you be my friend? My daughter’s doing that because, you know, it’s like

[00:39:15.91] spk_6:
cat Will you be my

[00:39:16.85] spk_0:
friend? Kind of. The captain will be here,

[00:39:20.10] spk_6:
but you know, it’s this awkward thing. Who the hell friend Request someone. If I hang out with

[00:40:09.71] spk_0:
you the bar and we connect again and we talk and we go out of dinner and we’re having a good time. We’re friends. I don’t need to first request that you, you know, that’s going away. Friending following liking and fanning is all going away. What will interact is the actual connection. So if I meet with you and I have a good time with you and we talk again if I use your business, if I go to your non profit, if I donate, if I volunteer, whatever network knows that the more I do that, the more interact with you. The more you have the right to market to me and the more you will be at the top of my stream in the more I will see information about you, the less I will have Thio search for you. But if you do something stupid or we’re no longer friends Yeah, you’re gonna fade. I don’t unfriend. You just disappear. Unfriending is also awkward. I dated a woman. We broke up. It was nine months after we broke up. Neither of us want friend, the other one, because it’s just awkward. I woke up in front of me, but you know the concept of not having to do that of just, you know? Okay, I haven’t talked in a while. I don’t see

[00:40:25.45] spk_4:
your post anymore. It’s the real world. And if you’re not feeding zombie loyalists, they can start to defect. No question about it. I want to spend a little time on. If you’re not talking to them, giving them what they want,

[00:40:27.55] spk_0:
talking about their information, helping them out, they will gladly go somewhere else to someone who is. You know, if I have a great experience of the restaurant every week for three years and then

[00:40:37.25] spk_6:
all of a sudden overtime,

[00:40:37.67] spk_4:
I’m noticing less unless that restaurant’s doing less and less

[00:40:49.65] spk_0:
to ah, take care of me, you know, and maybe management’s change. And I don’t feel that you know I’m ripe for being infected by another company. I’m right for someone else to come. You know, Peter, because if I tweet something Wow, I can’t believe I have to wait 40 minutes for a table that didn’t used to be like that. If if someone else is smart restaurant, they’re following me, and they’re gonna great. You

[00:40:57.17] spk_6:
know, if there’s no Wait, no, wait over here. Why don’t you come to black storms

[00:40:59.58] spk_4:
will give you a free

[00:41:04.21] spk_0:
drink, you know, you know, and that right there, that’s first sign of infection. And I might become infected by another by another company becomes on the little us

[00:41:34.71] spk_4:
for them. And so let’s take. You have a lot of good examples. Let’s take a one on one situation. How can we start to cure that? The simple act of realizing following your customer’s understanding when they’re not happy on fixing the situation before it escalates, you can contain a small outbreak, a small outbreaks, well, viral outbreak. You can contain that by getting the right people finding out what the problem is getting into one room, fixing their problem, healing them. You have a good united story right back When was Continental?

[00:41:51.51] spk_0:
I was, Ah, frequent flier and booked a trip to Paris on Dhe was very angry because they charged me $400 looking for you. I remember what it was. And, uh, I call the CEO. I just just for the hell of it. I’m like, I’m

[00:41:54.09] spk_6:
gonna I wrote a letter and email before Social, right? Ryan e mailed the CEO like this. Ridiculous. I’m free,

[00:42:33.06] spk_0:
like, 30 minutes on my phone rings. Hello, Peter, Please hold for Larry Kellman, CEO of Coming little. And I’m like, Oh, crap, you know, and get on the phone. He’s like, Peter, I did. Miss Jackman radio started these fees of their new um, we sent that note. I’m getting it and see it. We’re gonna wave them for you, But you have any more problems, you know, feel free to call me and I end up the phones the next 40 minutes, sort of staring at it like holy crab Larry killed on the CEO of United Airlines just called me and, uh, talk to me, and it was like it was like God coming down and say you now have the power to levitate your cat. It was just ridiculous. And so, you know, I have been faithful to Continental and now united ever since. On Dhe. They continue to treat me with respect and do great things, and they’re

[00:42:40.40] spk_6:
they’re improving. They were

[00:42:41.25] spk_0:
getting a lot of crap over the past several years, and there really are starting to approve. It’s nice to see

[00:42:45.01] spk_4:
and not only, of course, your own loyalty, but you’re

[00:42:47.19] spk_0:
my God. I

[00:42:47.98] spk_4:
was only loyalist for them and how many times how much it’s unquantifiable

[00:42:52.59] spk_0:
attract so many friends to united. I’ve made so many friends. I mean, my father, you know, he only flashing at it now, which means he only drag. He dragged my mom on the Internet and I only drink my wife. You know, there’s a lot of lot of work that way.

[00:43:10.40] spk_4:
We gotta go away for a couple of minutes when we come back. Of course, Peter and I are gonna keep talking about his book comes out in January. Zombie Loyalists,

[00:43:37.94] spk_3:
Time for our last break. Ever wonder why some nonprofits are always mentioned in the news? It’s because they work to build relationships with journalists who matter to them, turn to Communications can help do that for you. They are former journalists. They specialize in helping nonprofits build meaningful media relationships that lead to great coverage. They’re a turn hyphen to dot CEO. We’ve got butt loads. More time for zombie loyalists.

[00:43:44.04] spk_4:
You have some examples of zombie loyalist leaving and mass like dominoes. Netflix. They’re both They’re both in the book. So if so one leaving if you know you’re gonna start the cure One leaving?

[00:44:13.48] spk_0:
Yeah. And that’s the thing. You know, the little expand beauty, the Internet with the hashtag, everything like that. It doesn’t take a long time for those things. Just blow up in your face. And you know, the other day everyone’s a Twitter is responsible for us losing another non you’re responsible for using, you know, And if your product isn’t great and you’re your actions, don’t speak well of who you are. Then there’s no reason your customers should stay with you, you know? And it was l Social media is really hurting. I know you’re hurting yourself. The only difference is that social media makes it easier for the world to know.

[00:44:29.12] spk_4:
Yeah, they’re just telling the story. Dominoes and Netflix are good example because they they bounce back. They took responsibility and

[00:45:01.77] spk_0:
they both owned the dominoes, came out and said, You know what? You’re right. Our pizza and we do have a problem. We’re gonna fix this and they spent millions fixing it. And sure enough, they’re back with a vengeance. Now, I may or may not even have ordered them around in a while, and I live in New York City. That’s that’s a That’s a sacrilege. But you know, I have the app on my phone from oversea. No traveling somewhere. I’ll be in Sheboygan or whatever. And you know what? Do you get it 11. 30 at night when you’re flights, Lady land Dhamma? Um, which reminds me I should probably flip side. Look at someone like Netflix. They also were screwed up. You know, they were losing that. Tried to switch between the two. They came up with a new name and it was so gross and public. Oh, man. Again, you’re watching the same thing happen with uber right now. Seems to be really interesting to see if they’re able to repair themselves.

[00:45:16.67] spk_4:
Listening is important, but both those both those two examples, they listen to their customers.

[00:45:21.49] spk_6:
Think there’s a

[00:45:46.06] spk_0:
problem with listening because everyone’s been saying, Listen, listen, listen for months and years and years and years now, But, you know, no one ever says that you have to do more than just listen. Listen, actually follow up. Yeah, it’s one thing to listen. You know, I used to having my wife. I could sit there and listen to her for hours, you know? But I don’t actually say anything back. She’s just smack me, you know, and go to the other room. And so you really have to. It’s a two way street. Listening is great, but you respond. And look, I think it’s that further Twitter so great, because someone was complaining on Twitter and we went online. We we saw

[00:45:49.60] spk_6:
the complaint that we fixed their problem and gazes. How about if the

[00:46:17.14] spk_0:
problem don’t exist in the first place? You know, because the great thing about Twitter is that you have people complain on Twitter. The bad thing about it is there, complaining about you on Twitter. So it’s like, What if the problem didn’t exist in the first place? What if What if you empowered your front desk clerk to fix the problem so that I didn’t have to tweet hurts is my favorite story about all this, huh? I used to rent from Hertz religiously. Um, and then I went to Ah, Phoenix Sky Harbor Airport has passed April. And I gave it, was giving a speech and go, Oh, my name is supposed be on the board, you know, second car, and it

[00:46:21.72] spk_6:
wasn’t Okay.

[00:46:22.52] spk_0:
What happened? I got upstairs. I wait 40 minutes on the VP line. Um, after 40 minutes, they finally said, you know, there’s Ah, uh, only one guy here. A lot of people might have. Better chance we go to the regular line, okay. Probably told us that a little earlier. The regular and spend 45 minutes wait in the regular line. It’s now been.

[00:46:39.15] spk_4:
Are you tweeting while this is happening?

[00:47:15.85] spk_0:
Well, I didn’t know I was actually not only tweeting I had enough time to create a mean that should give you some idea of how long I was online with myself. I mean, I get it to the counter, how I can help you. Yeah, I was downstairs. The VP doesn’t tony. Oh, you’ll be a preservation room upstairs. Yeah. Okay. Let’s let’s put a pin in that. They just sent me up here, like right? They have to help you. Well, it’s not really They you guys for the same company. I mean, I could see the reservation on the screen. You you can help me. Sorry, sir. I can’t help. You have to be happy next. Like you just next to me. Okay, so if you know anything about Sky Harbor Airport in Phoenix Um, all of the rental car coming through in the same place. Yeah. So I walked 50 feet.

[00:47:18.81] spk_4:
It’s a bus. Takes you to the big the big A civilian. Where? The role. Next week

[00:49:14.67] spk_0:
I walked 50 feet from the cesspool of filth in depravity That was hurts to the wonderful Zen Garden of Tranquility that was Avis. And in four minutes, I had a nicer, cheaper, more nicer, less expensive car given to a woman named Phyllis, who was 66 moved to Phoenix from Detroit with her husband for his asthma. I knew this because she told me. Um, she smiled at me. She brought her manager out and said, adds another refugee from Hertz and I said This happens a lot. They’re like, Yeah, I’m like, Wow, you think they have done something about it? And so on the way out in Avis, I thank them. I walked past hers. I shoot the casino, sort of. Look at the look of the beast. I get my Avis carnage at my hotel. I want to go to a hotel. I write a wonderful block post about my experience called Peter and hurts. And terrible. Horrible. No book could really bad customer experience. Do you have a kid? You find rewriting titles about your blood Post that you have to do with kids books. I do not like hurts, Sam. I am. And and, uh, I included in this block post the five things I’d rather do than ever, uh, rent from Hertz again. I think number three was It was Ah, ride a razor blade bust through a lemon juice waterfall. Um, with just, you know, and it’s a But of course, the next day hurts reaches out to me. J. Manuel is the head of North American customer service. That’s all you’re But I’m like, you know, we’d love to have up Nick. No, Like you’re not gonna fix the problem. Number 17 Avis car. I’m never going back to her. Number two through five people yesterday, five people interacted with all of whom had the chance to save me and keep me as a customer for life. A customer had been so happy, and I would have loved you. Five people blew it. So don’t waste your time trying to convert me back. You’re not going to. What you want to do is spend some of that energy retraining your staff to have empathy and to give them the ability and the empowerment to fix my problem when it happens. Because five people it takes every single employee to keep your company running. It takes one to kill it. Yeah, PS Avis reached out, um, to thank me personally. And ah, I am now just this ridiculously huge, loyal fan of Davis and always will be.

[00:49:23.79] spk_6:
You have a pretty

[00:49:28.14] spk_4:
touching story. But when you worked in a yogurt shop, you’re really young way. Have a couple minutes, tell it, tell it could stay.

[00:49:38.48] spk_0:
That was in the east side. Which again is yet another reason why I live in the West Side. Nothing good ever happens on Manhattan’s East Side. So I was. I was working and I can’t believe it’s yogurt, which was a store that I think back in the I c B Y. No, no TCB. Why was the country’s best yogurt the country’s I C B I. Why was a poor I

[00:49:49.81] spk_6:
can’t believe that you can Blame is

[00:49:58.44] spk_0:
not your yogurt with a poor attempt to capitalize on his TV. But I’m working at this store and I go every day and make the offer to clean the floors. I do.

[00:50:00.19] spk_6:
You know, a

[00:50:19.94] spk_0:
typical high school job. And, uh, it was during this summer and houses of people walking by It was like Second Avenue or something. And there were these brass poles that hung from, you know, there was awning, right? It’s only that there were the brass poles that held the awning up and they were dirty as hell, right? I’m sure they’ve never been polished ever. And

[00:50:20.09] spk_6:
I found I found some brass

[00:50:21.29] spk_0:
polish in the back, all right, but in the back and went after anyone outside, and I’m positive polishing the polls. My logic was, if the polls are shiny and people saw them. Maybe they come into the store. Maybe they’d wanna, you know, buy more screenplays and the manager came out.

[00:50:33.99] spk_6:
What the hell are you

[00:50:35.48] spk_0:
doing? I told him what I thought.

[00:50:36.78] spk_6:
I’d hate to think. Get inside.

[00:50:38.56] spk_0:
You know, there’s no customers in there. Okay? I’ll make sure the yogurt still pumping it full blast. And I quit. I just quit that job. I mean, I couldn’t even begin to understand why someone would invest. I mean, t own a franchise, bring 50 grand to at least to buy that franchise. Why wouldn’t he invest in the two seconds it took a little elbow grease to make the posting That might bring in more customers. What the hell And you know,

[00:51:01.06] spk_4:
But you’re not paid to think

[00:51:11.06] spk_0:
you’re not paid to think my favorite line. Yeah, um, I just I encourage if any kids are listening to teenagers. If you if you boss says that to you, quit, quit. I will hire you. Just quit. It’s probably the worst thing in the world that you could possibly do because you have customers who you have customers who every day can be helped by people who are paid to think, and that’s the ones you want. Here.

[00:51:22.03] spk_4:
We got to wrap up. Tell me what you love about the work you do.

[00:51:57.46] spk_0:
I get paid to talk. I mean, my God, that’s the same stuff I used to get in trouble for in high school. But on a bigger picture, what I really love about it is being able to open someone’s eyes and haven’t come back to me. Um, I run a series of masterminds called shank Mines Business masterminds shank minds dot com their daylong seminars around the country. And I had someone come to meet, you know, I took your advice about X y Z, and I started listening a little more. And I just got the largest retainer client I’ve ever had in my life by a factor of four. She goes, and I just can’t even thank you. Never said gorgeous bottle of tequila can’t even thank you enough. Oh, my God. Being able to help people, you know, at the end of the day where I have yet to find another planet suitable for life, I’m looking. So we’re all in this together. And if that’s the case, you know, why wouldn’t we want to help people just little bit more. You know, there really isn’t a need to be, as do she is, as we are as a society, we could probably all be a little nicer to each other, and you’d be surprised. A little help.

[00:52:15.83] spk_4:
The book is Zombie Loyalists, published by Pal Grave. McMillan comes out in January. You’ll find Peter at Shenkman dot com and on Twitter at Peter Shankman. Peter, Thank you so much. Pleasure

[00:52:27.05] spk_0:
was mine. Thank you.

[00:52:30.74] spk_3:
Next week I’m working on it. Trust me. If you missed any part of today’s show, I beseech you, find it on tony-martignetti dot com were sponsored by wegner-C.P.As guiding you beyond the numbers. Wegner-C.P.As dot com by Cougar Math and software The Nolly Fund Is there complete accounting solution made for nonprofits tony-dot-M.A.-slash-Pursuant. Montaigne for a free 60 day trial and by turned to communications, PR and content for nonprofits, your story is their mission. Turn hyphen to dot CEO

[00:53:13.54] spk_2:
creative producers Claire Meyerhoff. Sam Liebowitz is the line producer. Shows Social Media is by Susan Chavez. Mark Silverman is our Web guy, and this music is by Scott Stein be with me next week for non profit radio Big non profit ideas for the other 95% go out and be great

Nonprofit Radio for January 11, 2019: Zombie Loyalists

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My Guest:

Peter Shankman

Peter Shankman: Zombie Loyalists 
Peter Shankman is a well-known and often-quoted social media, marketing and public relations strategist. His book is “Zombie Loyalists.” He wants you to create rabid fans who do your social media, marketing and PR for you. He’s got super ideas and lots of valuable stories. I like to play this each year. (Originally broadcast 12/19/14)

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Hello and welcome to Tony Martignetti non-profit radio Big non-profit ideas for the other ninety five percent on your aptly named host. Oh, I’m glad you’re with me. I’d get slapped with a diagnosis of Hypo Foria if I saw that you missed today’s show. Zombie loyalists. Peter Shankman is a well known and, uh, often quoted social media marketing and public relations strategist. His book is Zombie loyalists. He want you to. He wants you to create rabid fans who do your social media, marketing and PR for you. He’s got super ideas, lots of interesting stories. I like to play this each year. Originally aired on December of twenty fourteen on Tony Steak, too. Time to be an insider, responsive by pursuing full service fund-raising data driven and technology enabled. Tony dahna slash Pursuing by Wagner. CPS Guiding you Beyond the numbers. Brechner cps dot com By Tell us turning credit card processing into your passive revenue stream. Tony dahna slash Tony Tell us and by text to give mobile donations made easy text. NPR to four four four nine nine nine Here is Peter Shankman and Zombie Loyalists. I’m very glad Peter Shankman is with me in the studio. He is the founder of Haro Help, a reporter out connecting journalists with sources in under two years from starting it in his apartment. Laura was sending out fifteen hundred media queries a week, two more than two hundred thousand sources worldwide. It was acquired by Vocus in two thousand ten. He’s the founder and CEO of the Geek Factory, a boutique social media marketing and PR strategy firm in New York City. Peters on NASA’s Civilian Advisory council. Well, you’ll find him at shanklin dot com, and he’s at Peter Shankman on Twitter. His latest book is Zombie Loyalists, using great service to create rabid Fans. I’m very glad his book brings him to Non-profit Radio and the studio. Welcome, Peter. Get to be here, honey. Thanks. Pleasure. You live on the west side of Manhattan and you and you. There’s a There’s a pretty well known five star steakhouse. I’ll get Wolfgang’s not far from, you know, but you pass it to go to a different steakhouse, right? Morton’s Correct. Why is that more? I’m a zombie loyalist to Morton’s. What does that mean? I I love the service. The attention to detail, the quality, the sort of where everyone knows my name mentality. When I walk into that Morton’s or any Mortons around the world, they have a tremendous custom relationship management system. When I call one number in New York or anywhere in the world, it they know who I am by my cell phone. And I’m treated with just, you know, phenomenal. Uh, happiness toe here for me and my wishes are granted is aware that we have any happy hour holiday party coming up at Morton’s next couple days. And you know, as always, I forgot to call and make a reservation. You know, I called yesterday and said, Hey, I need a and she has to get a reservation for seven people. Now, you know, there’s a night at, uh, seven p. M. Which is, you know, the week of holidays. And they looked and they said, Oh, well. And then I guess their computer system kicked in. Of course, Mr Schenk non-profit I’ll get that for you right away. You know how it will have a great booth for you, That a lot, you know, and we’ll tell us names the people attending and, you know, you know, you know they’re going to specialize, menus for them and their names on. They really They have ah, really high level of service that they provide. Not just to me. That’s the beauty of it. You know, it’s one thing for everybody. Yeah, it’s one thing if they just provided to me. But they do that for everyone, and that is huge because, you know, being able to call when a normal person makes a reservation and not that I’m special, I’m actually rather abnormal. But what a normal person makes a reservation and says, No more tests. Okay, greater. You celebrating anything? So yeah, it’s my wife’s birthday waiting. Always ask after anyone said, Oh, you know what, It’s my wife’s birthday. Great. What’s her name? And her name’s Megan, whatever. And you go in and they and you sit down on the on the menu. It has happened, but they make it. And then Megan, whoever she happens to be, well, in the next forty five minutes, you know, taking fifty selfies with her menu and that’ll go online. And when her friends, you know, want that same experience, they’re going to go Morton’s you say in the book, You get the customers you want by being beyond awesome to the customers you have. And that’s why I want to start with that Morton’s story, which is in the middle of the book. But they do it for everybody, and then they have the VIPs as well. And there’s the terrific story of you tweeting going to tell that story. That’s a good story. But it’s a good story. Love stories. I was flying home from a day trip to Florida and was exhausted and starving, and they trip meaning you’re flying down a canoe down to six a. M. Lunch meeting flew back. Same day, you know, one of those one of those days. And, ah, I jokingly said The tweet. Hey, Morton’s What? You meet me at Newark airport when I land with a porterhouse in two hours. Ha ha ha ha ha! Um, you know, I said it the same way you’d say winter. Please stop snowing things like that. And I landed, Find my driver and said Next My driver is a is ah, waiter in a tuxedo with the Mortons back, they saw my tweet. They put it together. They managed to bring me a a steak and and, you know, as great of a story, is it? Is it that’s that’s It’s a great stunt, and it’s a great story, and it wasn’t staged. It was completely amazing. But, you know, that’s not what they’re about. They’re not about delivering steaks to airports. They’re about making a great meal for you and treating you like world when you come in. And, you know, if they just did that, if they just delivered the stake, the airport but their quality and service sucked, you know, it wouldn’t be a store. So you know what they did for Peter. But you know, my steak’s cold, you know? So what it really comes down to is the fact they do treat everyone like kings, and that’s that’s really, really important because what winds up happening, you have great experience in Borden’s. And then you tell the world, you know, Oh, yeah. Great dinner last night. That was amazing. I would totally there again. And as we moved to this new world where you know review sites are going away and I don’t I don’t need to go to yelp reviews and people I don’t know and you know if they’re shills. Whatever the case may be, I don’t know or trip advisor. Same thing. I want people in my network who I trust and people in their network who they trust. Then by default, I trust so and that’s going to that’s already happening automatically. You know, when I when I land in L. A and I type in steakhouse, you know, not me. I know I know where the steak house on telly. But if someone typed into Google Maps or Facebook Steak House in Los Angeles, you know, they’ll see all the steakhouses on Google map. But if any of their friends have been to any of them, they’ll see those first. And if they had a good experience, only if the sentiment positive will they see those first. And that’s pretty amazing, because if you think about that, the simple act of tweeting out of photo Oh, my God. Thanks so much more in love. This. That’s positive sentiment. The network knows that. And so if you’re looking for a steak house, you know and your friend six months ago had that experience. Oh, my God. Amazing state. This great place. The sentiment will be there. And and and the network will know that network will show you that steakhouse because you trust your friend. And this is where we start to cultivate zombie loyalists. Exactly is through this awesome customer service of the customers. You you have say more about something. Yeah. I mean, you have so many companies out there who are trying to get the next greatest customer. You know, You see all the ads, you know, the Facebook post. You know, we’re at nine hundred ninety. Followers are ten are one thousand. Follower gets a free gift. Well, that’s current saying screw you to the original nine hundred ninety followers Who you had who were there since the beginning. We don’t care about you. We want that one thousand. You know, that’s not cool. The the companies who see their numbers rise and you see their fans increase in there. There. Ah, revenues go up are the ones who are nice to the customers they have. Hey, you know, customer eight. Fifty two. It was really nice of you to join us a couple months ago. How do you know? How are you? We notice that you posted on something about a, uh, you know, your car broke down. Well, you know, we’re not in the car business, but you know, you’re you’re two blocks from our our closest, ah, outlet or whatever. And, you know, once, if you need to come in, have a cup of coffee, will you use the phone? Whatever. You know, those little things that you could do that, that that really focus on the customers you haven’t made the customers you have the ones where the zombies who tell other customers have great your And this all applies to non-profits. Certainly as well. The question, But even more so. Yeah. I mean, if you know non-profits constant worry about howto make the most value out of their dollar on how to keep a dollar stretching further and further. And, you know, you have this massive audience who has come to you. Who’s a non-profit who said to you, You know, we want to help here we are volunteering our help and just simply treating them with the thanks that they deserve. Not just a simple Hey, thanks for doing her, but actually reaching out asking what? Theywant asking how they like to get their information. Things like that will greatly increase your donations as well as making them go out and tell everyone how awesome you are letting them to your p R for you. And that’s what a zombie loyalist does. And this is for this. Could be donors. Could be volunteers in the organization who aren’t able to give a lot. But giving time is enormous. And if you know if they have such a great time doing it, they’ll bring friends as as zombies. Do you know zombies have one purpose in life? A. Real zombies have one purpose in life. That’s the feed. It doesn’t matter how the Mets are doing it doesn’t matter, you know, because chance that they lost anyway. But it doesn’t matter how, how anyone’s doing. You know what’s going on in the world economy. It doesn’t matter. What matters was zombie is where they get their next meal. Because they feed and they have to infect more people. Otherwise, they will die zombie loyalist to the same thing. All they have to do is make sure that their custom, they tell the world we all have that friend who does it. You know that one friend who eats eat nothing but the olive garden because, oh, my gods, greatest breadsticks everywhere, you know. And they will drag your ass the olive garden every single time they get that chance. That’s a zombie loyalist. And you want them to do that for your non-profit. And there’s a big advantage to being a smaller, smaller organization. You could be so much more high touch and we’re gonna talk about all that. We got the full hour with Peter Shankman. Gotta go away for a couple minutes. Stay with us. It’s time for a break. Pursuant, they have two. New resource is on the listener landing page, the field guide to data driven Fund-raising. That is practical steps to achieve your fund-raising goals, using data and case studies and demystifying the donor experience which guides you through creating the donor journey map and also includes stewardship strategies on landing page Tony dahna slash pursuant Capital P for please. Now, back to zombie loyalists. Peter, It doesn’t take much. Teo, stand out in the customer service world doesn’t really doesn’t you know? And the reason for that is because we expect to be treated like crap. You know, if you think about that book? I love this example. Whenever I give speeches, I ask, I ask everyone the audience like, who here has had a great flight recently, like at least one personal raise, their hands like, OK, what made it great and without fail there. And well, we took off on time, and I had The CD was a sign, and we landed on time and like So you paid for a service, They delivered that service and you are over the freaking moon about it, like, that’s the state that we’ve become. You know, that’s how bad customer service has been, that you are just beyond thrilled that they did exactly what they said they were going to win. Nothing more less than twenty minutes in the post office line exam. And I’m ecstatic, exactly. You know, it’s it’s so we really are at a point where we only have to be one level above crap. I’m not even asking my client to be good, just one level of crap. You know, if everyone else is crapping your one level above that, you’re going to win my favorite. My favorite jokes. Thie two guys air out in the woods hunting in the woods in the just jog. It was the first one sees a bear and they see this barren, barren, raised upleaf about to strike and the first one reaches down and tightens up his laces on his running shoes. And it was the studio. Don’t be community. You can’t outrun a bear. And I don’t need to understand how wrong You know, I love that joke because it’s it’s so true. That’s the concept. You know, all you have to do is be just a little bit better than everyone else, and you’ll win the whole ball game. Now we have to set some things up internally in orderto have the structure in place, No question about it to create the zombie loyalists. Yeah. I mean, you have a You have a AA company where the majority of people in your company are afraid to do anything outside the norm, You know? I mean, lookit, lookit a cellphone companies, you know, they call them cause you have a problem, right? T or T Mobile. You call them your problem. They’re actually the customer service. We’ll handle Your caller actually judged and rewarded based on how quickly, they could get you off the phone, you know, not on whether or not they fix your problem fat, but how fast they could get you off the phone. Which means how many more causing everybody worked. When I worked in America Online, we all had to do a day of customer service every month just to see what it was like. That was a brilliant idea. But, you know, again, it’s just it was a system called Vantage for you to sign on and assumes you signed on. If you want to call, you know that was tacked against you if you were in a call and and it went over a certain amount of time that was tacked against you. So the decks were stacked not in the favor. The customer. There are some companies out there who allowed there customer service employees to simply be smarter about what they dio and do whatever it is they need to do to fix the problem. You know, my favorite story about this Verizon Wireless. I went overseas, as in Dubai, and I landed two buy-in. I’m turning My phone had gotten global roaming on my phone, which you know, twenty bucks for every hundred megawatts. Okay, so I land and I turn on my phone and it says, like, before I’m even off the plane. I get a text that you’ve used two hundred dollars in roaming charges. What? How? You know, three hundred dollars by turning it off the planet. We’re something’s up here. So I called Horizon on a nice guy. Answer the phone and Oh, yeah. I mean, you know, the first thing that was Yes, sir. You do have global roaming, but it doesn’t work in Dubai. Okay, well, that’s not really global. That’s more hemispherical. Roaming, I think, is the issue. And so I said, Well, look, I’m gonna be here for a week. I said, You know what? You have my credit card bill. Me like cubine bilich a thousand bucks. And you let me have the phone for, like, a week, and you know that, You know, five hundred hours I won’t go over to gigs. Would just do something for me. Sorry, sir. I’m not authorized to do that. You can look so what I have is well, you can pay twenty dollars and forty eight cents a megabyte. I’m like I’m sorry, Seriously, which equates essentially, too. I will be charged twenty thousand forty eight seconds, three thousand forty eight cents for every I think the times for every four seconds of the video Gangnam style, if I decide to watch my phone like this is pretty ridiculous. So I simply hung up. I’m hung up on your eyes and I went down the street to the Dubai. The Mall of the Emirates, which is the largest mall in the world, is a freaking ski slope in that, and I’m not joking. And as a ski slope in this mall and went to one of like the eighty six different electronic stores in this mall, bought an international unlocked version of the same exact cell phone. I have went next door to the local SIM card store, bought a SIM card that gave me twenty gigabytes of data and a thousand minutes of talk for forty dollars. I then put that in my phone because I it’s an android phone. I simply typed in my user name and password for Google and everything imported. And Verizon did not get a penny on that trip. How easy would have been from Horizon to say, Okay, you know what? We’ll cut your brake. They still make a lot of money off me. And I would tell the world how great Verizon wants to work with and how wonderfully, how helpful they were. Instead, they guaranteed that I will never They will never make a penny from any international trip. And I take what, fifteen of them? A year? Because now my cell phone, um, my international cell phone that I bought all I do is pop out the SIM card on my land wherever I am putting a new SIM card. So and you’re speaking and writing and telling that story ports and rittereiser. And every time I tell the story about variety that make it a little worse. Apparently Verizon tests out the durability of their phone by throwing them kittens. I read this in Internet must, you know? So? Not necessarily. But you know, the concept that all they had to do, all the energy was in power, Mark, and it wasn’t Mark’s fault. Mark was a really nice guy, but he was not allowed to do that. He would get fired if you try to do a deal like that for me. And so it’s this concept, you know, And the funny thing is, it comes down. If you really want to go go down the road in terms of a public company like Verizon of where the issue is, you could even trace it to fiduciary responsibility. Because the fiduciary responsibility of any company CEO all the way down the employees to make money for the shareholders future responsibly means by not allowing me. And they don’t allow a mark the customer service agent, to to help me on DH take a different tack. He’s actually losing money. Too many CEOs think about the next quarter. Oh, we have to make our numbers next quarter. I’m fired companies and other countries to anything with next quarter century, and they make a much bigger difference because he okay, what can we do now that will have impact the next five, ten, fifteen years, you know, and really implement the revenue that we have and and augment and Cos America. Don’t don’t think about that. That’s a big problem. I’d buy a product line, has a lot of natural and recycled materials. Seventh generation, and they’re they’re tagline is that in in our every decision, we must consider the impact on the next seven generations. It comes from an American Indian. It’s great. It’s a great line. I mean, just thinking about how much money Horizon would have made for me in the past three years over, just just my overseas, you’d be telling a story about like them about Morten like the one about things. Look, a lot of people listen to me and they went for a time when you Googled roaming charges variety when you Google Verizon roaming charges my story about, however, how I saved all this money really big came up first because I did the math. And if I had not called Mark and bought my own cell phone and done this, I would have come home with thirty one thousand dollars self-funding and you damn over rising wouldn’t know nothing about that bilich up. Too bad. Sorry about the fine print and plus the employee who sold you the quote international plan, right? I’m sure you told her, didn’t she said, Where you going? I’m going to Canada and I’m going to Dubai. I’m assuming she didn’t know where to buy Wass shevawn. We thought it was near Canada, but yeah, long story short. Couldn’t use it. All right, so employees have to be empowered. There’s to be. We have to be but changing a thinking, too. I mean, the customer has to come first. The donor of the volunteers don’t volunteer. You get At the end of the day, where’s your money coming from? Looking for Non-profit or Fortune one hundred? Where’s the money coming from? You know, And if you no, we see it happening over and over again. We’ve seen what you’re seeing right now. Play out every single day with company uber on uber. It’s so funny because uber makes you know the value of forty million dollars right now. But that doesn’t mean anything. It doesn’t mean anything If people are running away in droves, which people are, there’s a whole delete your uber app movement that Lard mo God you people are doing. What’s the problem? Well, it’s several number one that uber is run by a bunch of guys who honor the bro code. The company was actually started by a guy who, in on business in business, Insider, said he started the company, get laid. His goal was to always of a black car when he was leaving a restaurant to impress the girl he was with that’s. He came out and said that and you see that culture run rampant throughout uber from their God mode, where they can see they actually create. There was, Ah, don’t read this, my business insider, as well it was. They created a hookup page that showed, or, ah, Walk of Shame page that showed where good women were leaving certain apartments like on weekends, oneaccord believing certain place on weekends, going back to their home. It was obvious that they, you know, some guy, and I think they did that. And, of course, just there, their whole surge pricing mentality. Which is, you know, two days ago, there was a couple of symbolism the terrorists thinkers, Harris attacking in Sydney at that at that bakery, and Sidney, Uber and Sydney instituted surge pricing for people trying to get out of harm’s way, you know, and and they later refund it all was a computer glitch. I’m you know, I’m sorry. You have a stop button and you can when you see something happening like that there has to be someone in the office because you know what, Not cool. We’re going to take care of that and hit the stop button. And it was, Yeah, that tons and tons and tons of bad publicity. You know, I was having an argument with one of my Facebook page, facebook dot com slash Peter Shankman because they said, Oh, you know, So what? They don’t they don’t turn surprising. I have enough cabs there and, you know, people can’t get home. I said, I’m pretty sure that the on ly come, but I’m sure that no one had cab companies that I’m sure that there wasn’t anyone who had enough cars. They’re private cabs. Uber’s, whatever. Yet the on ly stories I read about companies screwing up during the event where uber, not Joe’s Sydney cab company. You know, I didn’t see him staring up because he didn’t turn on surge pricing. You got it. You got to respect your customer after, as we’re ah training for that, then not only trying to change that mine ships well in in trying to change that mindset. Rewards for custom for employees that do take go to go the extra mile. Well, first of all, if you give the employees the ability to do it to go the extra mile and understand they won’t get fired, you’re not going to get in. Try always to tell every one of my employees you’re never getting in trouble for spending a little extra money to try and keep a customer happy. You’ll get fired for not doing it. You know you’re fired for not for seeing an opportunity to fix someone and not taking not doing everything that you could know. Ritz Carlton is famous for its calling the hires people not because whether they could fool the bedsheet, but for how well they understand people. Because in Wisconsin’s mind, it’s much more important to be a people person and be able to be empathetic. And that it’s such a key word. Empathy is just so so sorely lacking. You know how much you’ve called customer service? Yeah. You know, I have to have to change my flight. Might my my aunt just died. I really Tio. Okay, great. That’s three dollars. I just wanted one hour earlier. You know, you show up at the airport, your bag is overweight by half. A pound. That’s twenty five dollars. I just can you can you just cut me some slack. You know, So empathy and giving the custom, giving the employees the ability to understand that the customer that sometimes you can make exceptions, and it is okay to make changes. And this is where a smaller organization has huge advantage. It’s easier to change that’s what kills me. You know, I go to these try to frequent small businesses. When can I go something Small businesses and they won’t. They act like large businesses, you know, in the respect that they don’t have. Ah, like they want to be respected. Almost. They don’t have like, a sixty six thousand page code that they have to adhere to. They can simply, ah, do something on the fly. And yet for whatever reason, they won’t do it. And it’s the most frustrating famous And what guys? You’re acting like a big You act like mega lo mart here, you know, And you’re not Mega lo mart and you’re just Joe’s house of stationary. Whatever it is and, you know, not be able to help me. You’re pretty much killing yourself because you don’t have eighty five billion customers would come to the door after me, you know, But I have a pretty big network. And for a small business, two get killed socially as social becomes more and more What? How we communicate, you know, it’s just craziness. It’s, you know, we’re pretty much in a world, I think, where something almost hasn’t happened to you unless unless you share it. A joke that, you know, if I can take a selfie, was I really their? But it’s true, you know, we do live in a world where, you know, I remember God ten years ago, maybe not even not even ten years ago, I was one of the first people have a phone in my camera, you know, And it was like, running from that’s what I said, Yeah, carry my phone, right. And it was like a I think, a point eight megapixels. You know, it looked like I was taking a picture with a potato, but it was It was Thiss. I remember It was two thousand two and I was in Chase Bank and there was a woman arguing with the teller and I pulled out my video, you know? It was there The crappiest video you’ve received. I pulled out and I said, you know, I started recording and the one being the Catwoman In-kind wasn’t the woman behind the counter was talking to the customs saying, you do not speak to me that way. You get out of this bank right now And the customers saying, I just wanted my balance. And Yuen, you manager comes over, I get this whole thing on my little crappy three g Motorola folk phone. And I remember I posted online and Gawker picks it up. I gave him my e mail. You know, my headline I put my blood was, you know, chase where the regulation ship is that Go out yourself, you know, And it was It just got tons of play on Gawker. Picked it up. It went everywhere. Totally viral. So it’s one of those things. He was just like, you know, this is in two thousand two. It’s twelve years later. How the hell can you assume that nothing is being with that. You’re not being recorded. You know, I I they were blowing. I sneezed a couple weeks ago, and, ah, not to get too graphic here, but I needed a tissue big time after I was done sneezing, never going through my pockets looking for desperate looking for tissue, like looking around, making sure it wasn’t on camera somewhere that someone didn’t grab that with hoexter viral sensation, You know, I mean, I went God, I went to high school with eight blocks from here, right? If the amount of cameras that Aaron Lincoln Center today were there in nineteen, eighty nine, nineteen ninety, I’d be having this conversation entirely. I’d be having this conversation behind bulletproof myself. Yeah, so, you know, you’d be you’d be talking to you have to get special clearance to visit me. Pray, be it the super Max in Colorado. You know, it’s one of those things that you just like my kid who’s who’s almost two years old. Now, he’s gonna grow up with absolutely no expectation of privacy the same way that we grew up with an expectation of privacy. And I’m thankful for that because she will make a lot less stupid moves. You know, I mean, God, the things that I thought, you know in in high school, I thought the stupid is in the world Thank God there wasn’t a way for me to broadcast that to the world in real time. Thank God creating these zombie loyalists. And we’ve got to change some. We’ve got changed culture and thinking and reward zsystems. Let’s go back to the the cost of all this. Why is this a better investment than trying to just focus on new donors? I love I love this analogy. And look, accufund analogy lets him in a bar and there’s a very cute girl across the across the park and catch my eye catcher. I got to go. You know, you don’t know me. I’m amazing in bed. You should finish your drink right now. Come home. Let’s get it on. I’m impressed. I am that good Chancellor should get throw a drink in my face. Go back talking to her friends. I’ve done a lot of research on this. That’s probably now lets us sue. Let’s assume an alternate world. I’m sitting there on my phone. I’m just playing like, you know, no. Bored with Friendraising. And she’s over there talking to friends. One of her friends. Holy crap. That’s Peter Peter Shankman. I’ve heard him speak. He’s in this fantasy world. I’m single, too. He I think he’s single and he’s having this amazing guy. I know he has a cat. You haven’t. You should totally go talk to him. The very least I’m getting this girl’s number. That’s PR. Okay. And what are we trust more me with my, you know, fancy suit collar going over the seventies. Leaders in Hi, I’m amazing. Or the girl saying, Hey, we’ve been friends since their great I’m recommending that guy. You should trust me on this. You know, obviously, that that’s where good customer service comes into play. And that’s where corporate culture comes into play. Because if I have a great experience with you and at your company, I’m going to tell my friend when they’re looking, and I will stake my personal reputation. There’s nothing stronger, and these are the people who want to breed at Zoho. Willis. That’s stronger than advertising, strong of the marketing, and they’re going to share. People want to share that. Think about the Internet, runs on two things. It runs on drama, drama and bragging, hyre bragging and drama. And if you if you need any proof of that, you know go and look at all the hashtags with crap that’s happened. You know, bad customer service, bad, whatever. But then look at all the good Hashtags. You know, when our flight’s delayed for three hours and we lose our seat. Oh, my God, I hate this air land on the worst airline ever, But when we get upgraded, right, hashtag first class bitches or whatever it is, you know it looks to me like that on the because we love to share. It’s on ly a great experience if we could tell the world. And it’s only a bad experience if we could make everyone else miserable about it as well. We need to take a break. Wagner CPAs nufer The New Year. They’re kicking off a remote non-profit roundtable. Siri’s no longer got to be in person each quarter a witness CPAs, C. P A. We’ll cover topic that they are expert in. They know it top to bottom and you need a basic understanding of it. On January fifteenth, its revenue recognition for your grants and contracts. Regular cps dot com. Click Resource is then seminars. Now time for Tony’s. Take two. Yes, it’s time to be an insider for the New Year. I am kicking off this expanded guest interview. Siri’s these air going to be exclusively for non-profit radio insiders each week. Ah, go deeper into a topic with with a guest or will talk about a topic that we didn’t cover in the show. Interview videos are going to be on a private playlist and YouTube entirely for insiders to become an insider. Uh, like I said last week, sounds like something other people would make you pay for. I do not just go to tony martignetti dot com and click the Insider Alert button name and email. It’s all we need and you become a non-profit radio insider. Start at twenty martignetti dot com. And there that’s the center of the universe started. Start, and there and then that’s you never need anything else. Now let’s go back to Peter Shankman and zombie loyalists. Peter, you have a golden rule of social media that that a good number of customers like to share and people are going to keep doing it. People will always share again. It goes back to the concept that if you create great stuff, people want to share it because people like to be associated with good things. If you create bad stuff and buy stuff, I can Me, I mean anything from, like, a bad experience, too. That content people not only won’t share that, but we go out of their way to tell people how terrible you are. Yeah. You know, how many times have you seen companies fail? Horribly? You know, after major disasters, when companies or tweeting, you know, completely unrelated things after after random school shooting? No, it was after the shooting at the theatre in Aurora, Colorado. The Dark knight, The tweets. Hey, shooter’s. What’s your plans for this weekend? You know, and I’m just going, Really, You know, But of course, the thing was, the thing was retweeted millions of times, you know, with a sort of shame on the so wait, we’re society. Like I said earlier, that loves to share when when great things happen once but love to tell the world when we’re miserable because we’re only truly miserable when you make everyone else miserable. Arika It’s funny you mentioned generosity. Siri’s the one of my favorite stories, which goes to sort of a bigger picture of culture. And somehow, when you’re just doing your job because that’s what you’re supposed to do your job. But you don’t realize there are ways to get around that. I listened to your podcast, among others, when I’m running through Central Park and more like if you know my body type more like lumbering through Central Park. But I get there. I’m in Iron Man have it And so I go to Central Park and it’s super early in the morning cause I usually have meetings and I dont run fast. I run like I really dont run fast, but but as I’m running. But let’s give you the credit that you have done a bunch of Iron Man. I have try that. The thing I do, I do it. You know, my mother tells me that I just have very poor judgment in terms of what sports I should do. But on the flip side, I’m also a skydiver, which is with my weight is awesome. I fall better than anyone, you know. But so I’m running through Central Park. Last year it was February February of thirteen and fourteen of this year, and it was around four forty five in the morning. Because I had a an idiom, meaning and had to ten miles. So four foot every morning running about but labbate around nineteen. Seventy ninth eightieth Street on the east side in the park and a cop pulls me over. Andi says, What you doing? Look at him. You know, I’m wearing black spandex. I have a hat. It’s five degrees. I don’t wantto playing checkers, you know? Well, you know, I’m like, I’m running it. He’s like, Okay, can you stop running? I’m like, okay, seeking the park’s closed like no time. Look, I’m in it. Look around. There are other people who know part doesn’t open this exam like he’s ago. Would you have any idea? And you’re like, No, I’m running. He does what you name I’m like, Seriously, look, I’m writing you a summons. I’m like you ready? Metoo sametz for exercising. I just want to clarify that you’re writing metoo. And sure enough, the guy wrote me a summons for exercising in Central Park before it opened. The charge was breaking the violating curfew. You know, I’m like I get the concept. The curfew is to keep people out after two. A. M. It’s not to prevent them going in early to exercise, to be healthy. I’m like, I’m not carrying, you know, a six pack. I’m not drinking a big gulp. I’m not smoking. I mean, I’m doing something healthy, and you’re writing me a summons for it. Um and I said, you know, I’m gonna have a field day with this. I said, I kind of have some fathers. There will be a lot of fun. I’m not. You know, You’re just doing your job, sir, even though you have the discretion not to, but Okay, So I go back home, take a picture, might take it, email it to a friend of mine in New York Post, You know, front page New York Post next day. No running from this ticket, you know, in your times covered it. Runner’s world covered. I mean, I went everywhere, gawk uncovered it, you know, And my whole thing was just like, Dude, you have discretion. Look at me. You know I’m not I’m not even going super fast, For God’s sake, I’m just just trying to actual size here, you know? And of course, I went to court and I beat it. But how much money that cost the city for me to go to court, fight this thing, you know, every employee you have to give your employees the power of discretion, of power, of empathy, to make their own decisions. If you go by the book, bad things will happen. And again, small shops So much easier to do. Yeah, flatline flat organizations. I work with a non-profit animal rescue Non-profit. A friend of mine was a skydiver and shut him out. No, I can’t. But there’s a friend of mine, Scott, ever. And she was killed in a base jump several years ago, and her husband asked to donate in her memory to this non-profit. So I sent him a check. And about three months later, I get a coffee table book of mail. And I was living by myself the time I didn’t own a coffee table of you. No more money to spend on my flatscreen and I Ah, remember I call I look at this coffee table guy throw, I throw in the corner. I look at it over next couple days. It pisses me off. And how much? How much of my donation did it cost to print? Man produced this book to me, and so I called them up. Well, sure, we believe most of our donors are older and pry prefer to get a print version, as opposed to, like, digital. You know where they throw it away like you don’t traditionally, but okay, I’m like so So you’ve asked your you’ve done surveys in you’ve asked all. You know, we just assume the most dumber older. I’m like I open my mouth on of joining your board and spent the next year interviewing customers, interviewing every current and past donor-centric get their information and shock of shocks. Ninety four percent said online. And so over the following year, we launched Facebook page, Twitter page zoho flicker account YouTube. Everything. P s the following year for that donations went up thirty seven percent in one year in that economies right ran away. Tonight, donations went up thirty seven percent in one year, and they saved over five hundred thousand dollars in printing Malian reproduction. Imagine going your boss, boss revenues up thirty seven percent and we save the half million dollars in Boston about you’re really good. Yah! You know, all they had to do was listen to their audience, be relevant to the audience you have, and they will tell you what they want. We have tons of tools for segmentation. My God, you’ve gotta listen to what segment you want people want to be. You know, someone someone asked me that. A show? What? What’s the best way I knew nothing about their company? What’s the best social media left me to be on? Should be on Twitter shevawn Facebook, I said. I’ll answer that question If you can answer this. This this question to ask you is my favorite type of cheese Gouda or the number six they don’t understand. That’s not a real question like neither is yours. Like I can’t tell you where the best place to be your audience, can I said, Go ask your audience. Believe me, they will tell you there’s a gas station. The Midwest come and go. I just love the name Kumo Angio and their tag around But you can read more about the tagline is always something extra I think Come on the jokes just write themselves for God’s sake But they don’t take themselves to see really love that come a ghost knowing the name of the company gas station. And you know I remember there in Iowa and I went to visit a friend and I and I was like, You’ve got to get a photo of you in front of Coming goes on. And the beauty of this is that, and some of their employees actually look at their customers when they’re on their phones. We start to go. You know what? You use Twitter or Facebook and they say, Oh, you know, and they record the information and they know it. Customers will give you so much info if you just ask them, because then they feel invested. They feel invest in your company. They feel like they that you took the time to listen to their non-profit, requested their their their questions and they feel like they’re nufer Harrow. Every month we have a one question Harrow survey, you know, heroin question survey. And it was we’d get, like, a thousand people respond. I’d spend the entire weekend emailing. Everyone responded, thanking them personally. In-kind hyre weekend. But it was great, because we’ll wind up happening. Is that, you know, if we took their advice and launch it on Monday with the new thing, they Oh, my God. How did this? They took my advice. Yeah, was your advice to a hundred other people advice. But we took it and they don’t like it. And it just It just made them so much more loyal. And they tell hundreds and hundreds and hundreds of people we get in. There were days I got there days where I was in temple. One morning, the garment center synagogue and my phone. I feel like phone getting really hot in my pocket, which is not normal. And I’m starting her on. I look at it, it’s almost on fire. It had frozen because we were mentioned in Seth Gordon’s morning blogged on. And at that time I was getting emails. Every time we get a new subscriber and the phone actually frozen and was locked and and was like overheating. I t at the battery and like reset the entire phone because we’ve got so many new fourteen thousand subscribers in like three hours have seen some scene. We got to take a break. Tell us, can you use more money? You need a new revenue source. You get a long stream of passive revenue when cos you refer, process their credit card transactions through Tello’s go to landing page, watched the video, then send potential companies to watch the video. If they use, tell us you get fifty percent of the fee for each card transaction. It adds up the video. Is that tony dot M a slash Tony Tello’s I can’t do the Live Listen Love live, but the love goes out were pre recorded this week. But the love is going out. I mean, for God’s sake, you know, it’s going out. If you’re listening, live, that’s you. Thank you, Love goes to you whether you’re from Northvale, New Jersey, New Bern, North Carolina or Sacramento, California or abroad. Of course, if you’re in Mexico City, if you’re in Iran, ifyou’re in Egypt If you’re in Germany, China, Japan, Brazil, live, love goes to you Doesn’t matter where you are It goes on the podcast pleasantries. They’ve got to go to our over thirteen thousand podcast listeners each and every week. It’s amazing pleasantries to you the podcast listeners. Now back to Peter Shankman. You say? Excuse me? You say that customer service is the new advertising. Marketing NPR. Yeah, it really is. Well, again, you know, if we’re moving to that world where so imagine a lot of limp and I love that. I can use this. Now imagine a lot of lamp latto. Lamb has water, oil and a heat source. Right. Heat source heats the oil, The oil flows with water. It makes pretty colors. I’ve heard it looks really good when you’re high. Now I’ve heard. Now imagine if Crystal’s Imagine if you’re ah, everyone you meet in your network. Okay? He’s a drop of oil. The water is your network. And what is your world? Everyone you meet in your network from from the guy you’re sitting doing the radio interview with to the guy who serves you ice cream with local deli to the guy who does your dry cleaning to your girlfriend to your wife to not same time to your kids, second grade teacher to your second grade teacher years ago. Everyone you meet is in your network. You know, right now, when Facebook for started, I would see the same weight from a kid. I was junior high school, his posted at the same weight as, like my current girlfriend, which is ridiculous. I don’t need to know about everything my friend from junior high school’s doing having talked to in fifteen years, Facebook setting a lot smarter as Google. Now I see the people I communicate with the most okay, And if I if I reach out to communicate with new people, they start rising and my feet in my stream. If I don’t, they fall. It’s just like a lot of laughs. Every person you connect with is a drop of oil. That heat source at the bottom that’s rising. Raising or lowering those drops of oil is relevance, so imagine the heat sources relevance. And the more I interact with someone, the more the higher they go in my network in, the more I see of them, the more trust level. There is when I’m at a bar and I meet someone at a restaurant. Unconference I meet someone I don’t need to connect them. I don’t need to go on Facebook, friend request, you know, awkward friend requesting is when you stop and think that lesson. My friend requested some of the real world with second grade. Will you be my friend? My daughter is doing that because, you know, it’s like cat, Will you be my friend? Kind of the captain will be here. But you know, it’s this awkward thing. Who the hell friendly west someone? If I find hang out with you the bar and we connect again and we talk and we go out to dinner and we’re having a good time for friends. I don’t need to first request that you, you know, that’s going away. Friending Following liking and fanning is all going away. What will interact is the actual connection. So if I meet with you and I have a good time with you and we talk again if I use your business. If I go to your non-profit, If I donate, if I volunteer, whatever the network knows that the more I do that the more interact with you, the more you have the right to market to me. And the more you will be at the top of my stream in the more I will see information about you, the less I will have tio search for you. But if you do something stupid or we’re no longer friends, Zia, you’re going to fade. I don’t Unfriend, you just disappear. Unfriending is also dated a woman We broke up. It was nine months after we broke up. There was one from the other one because it’s just awkward. So the whole kapin friend of me. But you know, the causes of not having to do that of just you know, okay. I haven’t talked in a while. I don’t see your post anymore. The real world, that’s how it should be. And if you’re not feeding zombie loyalists, Yeah, they can start to defect. No question about our wonderful gonna spend a little time on If you’re not reading now, you’re talking to them, giving them what they want, talking about their information, helping them out. They will gladly go somewhere else to someone who is, you know, if I have a great experience of the restaurant every week for three years, and then all of a sudden over time, I’m noticing less and less that restaurant’s doing less and less tio, take care of me, you know, and maybe management’s change. And I don’t feel that, you know, I’m ripe for being infected by another company. I’m right for someone else to come. So you know, Peter, because if I tweet some, like, Wow. Can’t believe I have to wait forty minutes for a table that didn’t used to be like that. If if someone else a smart restaurant, they’re following me and they’re going great, you know? Appears No, wait. No way over here. Why don’t you come to blacks? Lorts we’ll give you a free drink, you know, you know, and that right there that’s first sign of infection and I might become infected by another pan of the company becomes a little less for them. And so let’s take you have a lot of good examples. Let’s take a one on one situation. How can we start to cure that? The simple act of realizing following your customers understanding when they’re not happy and fixing the situation before it escalates. You can contain a small outbreak, a small outbreaks. Well, viral outbreak. You can contain that by getting the right people, finding out what the problem is. Getting him to one room, fixing their problem. Healing them. You have a good, uh, united story right back. When was Continental? I was a frequent flyer and booked a trip to Paris. Andi, I was very angry because they charged me four hundred dollars looking for you. I remember what it was. And then I called the CEO. I just just for the hell of it. I’m like I’m going. I wrote a letter. An email before social. Right friend wrote an email. The CEO, like this? Ridiculous. I’m freaking fired-up like three months later, my phone rings. Hello, Peter. Please hold for Larry Kellman, CEO of Coming Little. And I’m like, Oh, crap. You know, And I got your telephone. He’s like Peter hated misjudgment. Doing started letting these freezes their new way. We sent that note. I’m getting it and see it. We’re gonna weigh them for you. But if you have any more problems, you know, feel free to call me and end of the phone the next forty minutes. What is staring at it like holy crap? Larry killed on the CEO of United Airlines just called me and talk to me, and it was like it was like God coming down and say you now have the power to levitate your cat. It was just ridiculous. And so, you know, I have been faithful to Continental and now United ever since on DH. They continue to treat me with respect and do great things, and they’re they’re improving. They were getting a lot of crap over the past several years and that there really are starting to improve its nice to say and not only of course, your own loyalty. But you’re Oh, my God, How zombie loyalist for them and how many times how much it’s unquote fired-up latto bradrick attract so many friends to united. I’ve made so many friends. I mean, my father, you know, he only fleshing out it now, which means he only drag. He dragged my mom on the Internet, and I only drink my wife. You know, there’s a lot of lot of work that way. We gotta go away for a couple of minutes When we come back. Of course, Peter and I’m going to keep talking about his book comes out in January. Zombie Loyalists. Time for our last break. Text to give. Can you use more money? Do you need a new revenue source? Here’s a second way mobile E-giving You can learn about it with texted. Gives five part email. Many course. Get them over five successive days. You’re only five emails away from raising money through mobile giving. This will dispel a lot of myths for you around Mobile giving. It’s cheap to get started. Its easy for your donors. Text NPR to four four four nine nine nine To get that many course, we’ve got several more minutes for zombie loyalists. Here they are. You have some examples of zombie loyalist leaving and mass like dominoes. Netflix. They’re both. They’re both in the book. So it’s so one leaving. If you know if, you know, start the cure. One leaving. Yeah. And then that’s the thing. You know, the little experience. Maybe the Internet with the hashtag, everything like that. You know, it doesn’t take a long time for those things to sort of blow up in your face. And, you know, the other day everyone say, Oh, you know, Twitter’s responsible for for us losing another not you’re responsible for you losing. Yeah, yeah. And if your product isn’t great and you’re your actions don’t speak well of who you are, then there’s no reason your customers should stay with you, you know, And it was all social media is really hurting. I know you’re hurting yourself. The only difference is that social media makes it easier for the world to know. Yeah, they’re just telling the story. Dominoes and Netflix are good example because they they bounce back. They took responsibility, and yeah, they both owned dominoes, came out and said, You know what? You’re right. Our pizza. And we do have a problem. We’re going to fix this. And they spent millions fixing it. And sure enough, they’re back with a vengeance. Now, I may or may not even ordered the Maroons in awhile. And I live in New York City. That’s that’s a that’s a sacrilege. But, you know, I have the app on my phone from oversea. No traveling somewhere being should bring or whatever. And you know what? Do you get it eleven thirty at night when your flight’s delayed me landed dahna. Which reminds me, I should go exercise on the flip side. Looked so much like Netflix. They they also were screwed up. You know, they were losing that trial switch between the two. They came up with a new name, and it was so gross and public. Oh, man. And so and again, you’re watching the same thing happen with uber right now, so we really need to see if they’re able to repair themselves. Listening is important, but both those both those two examples they’d listen to their customers. Think there’s a problem with listening? Because everyone’s been saying, Listen, listen, listen, for months and years and years and years now. But you know, no one ever says that you have to do more than just listen, just listen. Actually, follow-up, you know, it’s one thing to listen, You know, I used to love my wife. I could sit there and listen to her for hours, you know? But I don’t actually say anything back. She’s a smack right, you know, and go to the other room. And so you really have to. It’s a two way street, you know, listening is great, but can’t respond. And look, I think further. And I was like, Oh, Twitter, so great because someone was complaining on Twitter and we went online. We we’ve saw the complaint that we fixed their problem in. Yes. How about if the problems exist in the first place? You know, because the great thing about Twitter is that, Yeah, people complain on Twitter. The bad thing about it is there complaining about you on Twitter. So it’s like, what if the problem didn’t exist in the first place? What if what if you empowered your front desk clerk to fix the problem so that I didn’t have to tweet? Hurts is my favorite story of all this for I used to rent from her. It’s religiously and then I went to AA Phoenix. Sky Harbor Airport has past April and I gave it. I was giving a speech and go on. My name’s supposed be on the board. You know, second grade, that car, and it wasn’t okay. What happened? I’m going upstairs. I weighed forty minutes on the VP line. After forty minutes, they finally say, You know, there’s a on ly one guy here. A lot of people might have better chance we go to the regular line. Okay. Probably told us that a little earlier in the regular spent forty five minutes waiting the regular line. It’s now been. Are you tweeting while this is happening? Well, I had to know, I was actually not only tweeting, I don’t have time to create a MIM. That should give you some idea of how long I was online with myself on those offgrid enough. That means I get to the counter. I can help you. Yeah, I was downstairs. The VP doesn’t tell me. Oh, you via preservation in upstairs. Like Yeah, OK, let’s let’s put a pin in that. They just sent me up here, like, right? They have to help you. Well, it’s not, Really they You guys for the same company? I mean, I could see the reservation on the screen. You you can help me. Sorry, sir. I can’t help. You have to go to the next, like you just next to me. Okay. So if you know anything about Sky Harbor Airport in Phoenix, all of the rental car coming through on the same place Yeah, so I walked fifty feet. It’s a bus, Takes you to the big bang a civilian where they’re all next week. I walked fifty feet from the cess pool of filth in depravity that was hurts to the wonderful Zen garden of tranquility that was Avis. And in four minutes I had a nicer, cheaper, more nicer, less expensive car given to a woman named Phyllis, who was sixty six and moved to Phoenix from Detroit with her husband for his asthma. I knew this because she told me. She smiled at me. She brought her manager out and said, That’s another refugee from Hertz and I said, This happens a lot. They’re like, Yeah, I’m like, You think they have done something about that. And so on the way out in Avis, I thank them. I walk past her. So I shoot on this, you know, sort of look at the look of the beast. I get my Avis carnage at my hotel. Wanted to Tel. I write a wonderful block post about my experience called Peter and hurts in the terrible, horrible. Nobody could really bad customer experience. What, you have a kid. You find out we’re writing titles about your blood post that I have to do with kids books I do not like hurts, Sam. I am. And and I included in this block post The five things I’d rather do than ever rent from hurts again. I think number three was was ah, ride a razor blade bust through a lemon juice waterfall. With, just, you know, and it’s a bit. But of course, the next day hurts reaches out to me. Oh, Miss Jay Manuel, This is ahead of North American customer service. I saw your butt. I’m like they’re like, you know, we’d love to have it make no like you’re not going to fix the problem. Number one sametz Davis car. I’m never going back to her. Number two through a five people yesterday, five people interacted with all of whom had the chance to save me and keep me is a customer for life. A customer who have been so happy and I would have loved you. Five people blew it. So don’t waste your time trying to convert me back. You’re not going to know. What you want to do is spend some of that energy retraining your staff to have empathy and to give them the ability and the empowerment to fix my problem when it happens. Because five people, it takes every single employee to keep your company running. It takes one to kill it. Yeah, P s Avis reached out to thank me personally, and I am now just this ridiculously huge, loyal fan of Avis and always will be. You have a pretty touching story, but when you worked in a yogurt shop, you’re really Yung wei. Have a couple of minutes Tell that tell. That could stay. That was in the East side, which again is yet another reason why I live in the West, that nothing good ever happens in Manhattan’s east side. So I was I was working and I can’t believe it’s yogurt, which was a store that I think back in the I C B Y. No, no tcb. Why was the country’s best yogurt? The countries I C. B. I. Why was a poor I can’t believe that you can’t believe is that your family was yogurt was a poor attempt to capitalize on his teamviewer working in this store and I go in every day and make the OK to clean the floors. I do, you know, a typical high school job, and it was during the summer and houses people walking by things like Second Avenue or something. And there were these brass poles that hyung from, you know, there was awning, right? It’s only that there, and they’re the brass poles that held the awning up and they were dirty as hell, right? I’m sure they’ve never been polished, ever. And I found I found some brass polish in the back with all the beer in the back and went after anyone outside. And I’m positive polishing the polls. My logic was if the Poles were shiny, people saw them. Maybe they come in the store. Maybe they’d want toe, you know, buy more screenplays. And the manager came out. What the hell you doing? Told him what I thought I’ll pay you to think inside. You know, like there’s no customers in there. Okay, I’ll make sure the yogurt still pumping it full blast and I quit. I just quit that job. I mean, like, I couldn’t even begin to understand why someone would invest. I mean, t own a franchise bring fifty grand to at least to buy that franchise. Why wouldn’t he invest in the two seconds? It took a little elbow grease to make the police claim that might bring in more customers. What the hell You know, But you’re not paid to think you’re not paid to think my favorite line. Yeah, I just I I encourage if any kids listening Those teenagers, if you if you boss says that to you quit quit. I will hire you. Just quit it. Probably worse thing in the world that you could possibly do because you have customers who you have customers who every day could be helped by people who are paid to think. And that’s the one you want. We gotta wrap up. Tell me what you love about the work you do. I get paid to talk. I mean, my God is the same stuff I used to get in trouble for in high school, but on a bigger picture, What I really love about it is being able to open someone’s eyes and haven’t come back to me. I run a series of masterminds called Shank Mines, Business masterminds, shank minds dot com There, daylong seminars around the country and I had some kind of meat. You know, I took your advice about X, y Z, and I started listening little more. And I just got the largest retainer client I’ve ever had in my life by a factor, for she goes, and I just can’t even thank you. Never said gorgeous by-laws akhilesh. Like, I can’t even thank you enough. Oh, my God. Being able to help people, you know, at the end of the day, we’re I’ve yet to find another planet suitable for life. I’m looking so we’re all in this together. And if that’s the case, you know, why wouldn’t we want to help people just little bit more? You know, there really isn’t a need to be, as do she is as we are as a society. We could probably all be a little nice to each other, and you’d be surprised if it’ll help. The book is Zombie Loyalists, published by Pal Grave. McMillan comes out in January. You’ll find Peter at shankman dot com and on Twitter at Peter Shankman. Peter, thank you so much. Pleasure is mine. Thank you. Always loved the zombie loyalists. Show Peter Shankman. Thank you so much Next week. Customer loyalty with Curtis Bingum. See the relationship there was. This show was put together, Man. If you missed any part of today’s show, I beseech you, Find it on tony martignetti dot com were sponsored by pursuant online tools for small and midsize non-profits. Data driven and technology enabled Tony dahna slash Pursuing Capital P where you see piela is guiding you beyond the numbers. Read your cps dot com by tell us they turned credit card and payment processing into your passive revenue stream. Tony dahna slash tony Tell us, and by text to give mobile donations made easy text. NPR to four four four nine nine nine A creative producers. Claire Meyerhoff. Sam Lee Boyd says the line producer shows social media is by Susan Chavez Mark Silverman is our reb guy, and this music is by Scott Stein of Brooklyn. You with me next week for Non-profit radio Big non-profit ideas for the other ninety five percent go out and be great. Hyre.