Zombie Loyalists by Peter Shankman Summary

Zombie Loyalists by Peter Shankman explores how exceptional customer service transforms customers into passionate brand advocates ("Zombie Loyalists") who promote businesses organically. The book emphasizes creating memorable experiences through strategies like the BRAINS framework, using case studies from companies like the Ritz Carlton and Amazon to show how loyalty drives revenue and growth.

Business leaders, entrepreneurs, and customer service professionals in industries like hospitality, retail, or e-commerce will benefit most. It’s ideal for teams aiming to build a customer-centric culture or businesses seeking to differentiate through service rather than price.

Yes—the book offers actionable insights for turning customers into loyal promoters. Peter Shankman, a marketing expert and founder of HARO, blends real-world examples with frameworks like BRAINS, making it practical for improving retention and word-of-mouth growth.

The BRAINS acronym stands for Bring Random Amazement Into Normal Situations. It encourages businesses to surprise customers with unexpected kindness, like complimentary upgrades or personalized gestures, to foster emotional connections and loyalty.

Unlike traditional loyalty programs (e.g., points systems), the book argues that Zombie Loyalists are created through emotional engagement and over-the-top service. These customers become unpaid marketers, passionately defending and promoting the brand to friends and social networks.

Shankman highlights the Ritz Carlton’s empowerment of staff to resolve issues instantly, Amazon’s hassle-free returns, and Starwood Hotels’ personalized guest experiences. These companies prioritize service to build armies of repeat customers.

Small businesses can focus on hyper-personalization, like remembering customer preferences or handwritten thank-you notes. Shankman stresses that consistency and empowering employees to make service decisions matter more than budget size.

The book identifies siloed communication, rigid policies, and lack of employee autonomy as key obstacles. Overcoming these requires aligning company culture around customer-centric values and simplifying service processes.

Shankman credits his ADHD for his innovative thinking, as detailed in his other works like Faster Than Normal. His neurodiversity informs Zombie Loyalists’ emphasis on creativity and unconventional problem-solving in customer service.

Some may find the zombie metaphor gimmicky, and smaller businesses could struggle with scaling Shankman’s strategies. However, the core principles—prioritizing empathy and employee empowerment—remain broadly applicable.

While Faster Than Normal focuses on ADHD strengths and Nice Companies Finish First on collaboration, Zombie Loyalists is his deepest dive into customer experience. It complements his broader themes of innovation and empathy in business.

As AI and automation reduce human interaction, the book’s emphasis on authentic, personalized service becomes critical. Businesses that master emotional connections will stand out in an increasingly digital marketplace.