One of our show favorites, Jay Baer, is back for another interview with what will be another best selling marketing book. In fact, I think this book goes beyond marketing and should impact the process and procedures of every business as it relates to customer service.
Hug Your Haters is the new playbook for how businesses of all sizes must handle customer complaints in a modern, mobile world. Widespread adoption of smartphones and social media has fundamentally altered the science of complaints. Critics of companies – haters – can now express their displeasure in seconds, in public, with no interpersonal friction. This trend has resulted in an overall rise in complaints, and a belief by many businesses that they should pick their spots when choosing to answer haters’ criticisms. Hug Your Haters proves that approach to be a costly mistake.
It was a great discussion of the culture of hospitality with Jay, joined by Jenn Lisak and Thaddeus Rex. Jay’s book was written to provide quantifiable, statistical evidence of both the impact of poor customer service and how it can be reversed with great customer service.
Jay reveals some incredible statistics, including:
- One-third of customer complaints are never answered Tweet This! – most of them online.
- While 80% of companies say they provide superior customer service but only 8% of customers say it was Tweet This!
- 95% of unhappy customers never complain Tweet This!
- Companies can attain a 25 to 30% increase in customer loyalty by answering a customer complaint online Tweet This!
- The average customer response to an email is 44 hours Tweet This!, resulting in customers becoming more angry and going public.
This isn’t just a book related to Internet complaints, Jay analyzes and provides feedback on all customer service response strategies. This includes offline – via phone or email – as well as online – via social media – and the impact on one to the other.
This is another fantastic discussion by Jay, spelling out why companies must respond to every complaint, every channel, and respond immediately. You should absolutely order the book now if you hope to transform your business and quantify the investment in awesome customer service.
What You’ll Learn in Hug Your Haters
- The two types of Haters and what they want from you when they complain
- How to handle trolls
- How to measure customer service the right way
- The precise customer loyalty impacts of answering complaints (or not answering) by channel
- Why you need to answer every complaint, in every channel, every time
- A specific framework for exactly how to answer private complaints
- A specific framework for exactly how to answer public complaints
- Where you should spend most of your time in social media
- How fast you need to be when responding to customers, by channel
- The future of customer service, including specialized apps and new technologies
- Software recommendations for handling online and offline customer service for both small and large businesses
For our techie audience, our interview closes with an in-depth discussion of the challenges of technology in managing multi-channel customer service.
Disclosure: We’re using our Amazon affiliate links in this article!