Haters are not your problem. . . .
Ignoring them is.
Eighty percent of companies say they deliver outstanding customer service, but only 8 percent of their customers agree. This book will help you close that gap by reconfiguring your customer service to deliver knockout experiences.
The near-universal adoption of smartphones and social media has fundamentally altered the science of complaints. Critics (“haters”) can now express their displeasure faster and more publicly than ever. These trends have resulted in an overall increase in complaints and a belief by many businesses that they have to “pick their spots” when choosing to answer criticisms.
Bestselling author Jay Baer shows why that approach is a major mistake. Based on an extensive proprietary study of how, where, and why we complain, Hug Your Haters proves that there are two types of complainers, each with very different motivations:
·Offstage haters. These people simply want solutions to their problems. They complain via legacy channels where the likelihood of a response is highest—phone, e-mail, and company websites. Offstage haters don’t care if anyone else finds out, as long as they get answers.
·Onstage haters. These people are often disappointed by a substandard interaction via traditional channels, so they turn to indirect venues, such as social media, online review sites, and discussion boards. Onstage haters want more than solutions—they want an audience to share their righteous indignation.
Hug Your Haters shows exactly how to deal with both groups, drawing on meticulously researched case studies from businesses of all types and sizes from around the world. It includes specific playbooks and formulas as well as a fold-out poster of “the Hatrix,” which summarizes the best strategies for different situations. The book is also filled with poignant and hilarious examples of haters gone wild, and companies gone crazy, as well as inspirational stories of companies responding with speed, compassion, and humanity.
Whether you work for a mom-and-pop store or a global brand, you will have haters—and you can’t afford to ignore them. Baer’s insights and tactics will teach you how to embrace complaints, put haters to work for you, and turn bad news into good outcomes.
|Publisher:||Penguin Publishing Group|
|Product dimensions:||5.90(w) x 9.10(h) x 1.00(d)|
About the Author
Jay Baer is the president of Convince & Convert, an online customer service and digital marketing consultancy and media company. He is the author of five books, including the New York Times bestseller Youtility. He contributes articles to Inc., Entrepreneur, and Forbes.com; writes the world’s #1 content marketing blog; and hosts several award-winning podcasts. He lives in Bloomington, Indiana, with his family.
Table of Contents
Chapter 1 Why You Should Embrace Complaints 9
Chapter 2 The Two Types of Haters and the DNA of Complaints 34
Chapter 3 The Hatrix: Who Complains, Where, and Why 52
Chapter 4 Customer Service Is a Spectator Sport 63
Chapter 5 Big Buts: 5 Obstacles to Providing Great Service 96
Chapter 6 H-O-U-R-S: The Playbook for Hugging Offstage Haters 127
Chapter 7 F-E-A-R-S: The Playbook for Hugging Onstage Haters 141
Chapter 8 The Future of Customer Service 163
Appendix: Hug Your Haters-an Easy Reference Guide 183
Author's Note 193
Most Helpful Customer Reviews
Baer has written the best primer for how to approach Customer Service in a digitally connected world. Many of his insights and axioms are counterintuitive, but are bore out by his research. He addresses how to approach the various channels that customers now use to engage with brands including: Phone, Email, Social Media, Online Forums and Online Review sites. I like that he provides interesting anecdotes about the experiences of both major corporations and small businesses. The contents in the book apply to everyone. He provides actionable advice, like how you should only reply twice in public facing communication channels. My only qualm with the book was the way he presented his data. He uses some large sweeping statistics that allows him to come to some interesting conclusions about how valuable it is to respond to negative comments even if it feels intimidating or counterproductive. I wish that he provide more of his research aside from his "Hatrix" poster as well as more details into his methodology. Aside from that one issue, I think this is a great book, chock full of great content. If you're not confident in building a strong customer culture for your business, this book is an excellent starting point.