Relationships and Customer Advocacy: Facebook Live Interview with Peter Shankman

Peter Shankman, author, speaker, and CEO of ShankMinds Business Masterminds, joined Deirdre Breakenridge, CEO of Pure Performance Communications, to discuss the overwhelming importance of loyal customer relationships and empathetic customer service.

Watch the video >

Six key takeaways from Peter’s interview:

  1. Embrace rabid fans: In today’s society, a positive experience goes a long way. It is a common misconception that businesses either have to be abysmal or completely over-the-top to garner passionate attention. In reality, it is best to reach a middle ground by providing a customer experience that simply exceeds basic expectations. That experience is sure to resonate with customers, driving them to champion the brand and become “rabid fans.”
  2. Under-promise and over-deliver: Creating an experience that goes the extra mile is a simple and effective way to intensify customer satisfaction and create the next generation of rabid fans.
  3. Value the power of peers: The greatest influencers a business has at its disposal aren’t specialists or company executives, but rather everyday customers who are pleased with the product or service. Making an effort to enhance the customer experience for each individual is sure to create a domino effect, as satisfied customers will share their experiences with friends and family members. Aided and influenced by the opinion of people they trust, these friends and family members will become customers themselves.
  4. Great customer service starts at the top: The CEO and top executives of a company must embrace and encourage customer satisfaction in order for the sentiment to trickle down to those employees interacting directly with clientele. Anyone in a management position should aim to exemplify compassion, while junior associates should follow their lead. Furthermore, new hires should be empathetic in nature and have a desire to help others.
  5. Keep the reporters happy: When a reporter is happy, the PR agency’s client becomes happy by default. Expressing an understanding of a reporter’s projects, deadlines, and workload—and respecting their time—is one of the keys to building a lasting relationship. More than anything, reporters value reliable and trustworthy sources, so if you say you’ll be there in an hour, be there in an hour.
  6. Pay it forward: More of us need to be better human beings and recognize the humanity that exists within the people around us. Those who have achieved any degree of personal success have an obligation to “send the elevator back down” and extend opportunities to others, whether those opportunities come in the form of connections, investments, or professional development. Ask others, “How can I help you?” and then actually follow through.



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