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Hug Your Haters

How to Embrace Complaints and Keep Your Customers

By Jay Baer
12-minute read
Audio available
Hug Your Haters: How to Embrace Complaints and Keep Your Customers by Jay Baer

Hug Your Haters (2016) is a guide to using disgruntled customers to improve your business. These blinks explain why it pays to listen and respond to negative reviews and how you can turn your crabbiest customers into your biggest fans.

  • Social media specialists
  • Customer service professionals
  • Business owners

Jay Baer is a marketing expert and president of the global consulting firm Convince & Convert. He has advised some of the most iconic organizations in the world, including Nike and the United Nations, and is the author of five New York Times best sellers.

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Hug Your Haters

How to Embrace Complaints and Keep Your Customers

By Jay Baer
  • Read in 12 minutes
  • Audio & text available
  • Contains 7 key ideas
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Hug Your Haters: How to Embrace Complaints and Keep Your Customers by Jay Baer
Synopsis

Hug Your Haters (2016) is a guide to using disgruntled customers to improve your business. These blinks explain why it pays to listen and respond to negative reviews and how you can turn your crabbiest customers into your biggest fans.

Key idea 1 of 7

It’s crucial for your business to respond well to customer complaints.

Do you enjoy calling customer support hotlines? Being on hold for hours listening to muzak? Or does this experience make you wonder why companies invest huge sums of money in advertising to attract what are primarily new customers while investing zilch in customer service?

In such situations, it might seem like these companies don’t care about holding on to their existing customers and that’s a major mistake. Because naturally, it’s key for a company to retain the customers it already has.

In fact, retaining a single extra percent of your customer base can boost your profits by 25 to 85 percent!

But how can you be sure your customers will remain loyal?

Well, it helps to listen to their complaints and show them that you’ve got their satisfaction in mind. After all, if your customer is making the effort to complain, it’s likely they’re willing to stick with you, at least for now. So, if you address the customer’s grievances appropriately, chances are they’ll remain a customer and feel a sense of duty to your business.

For instance, Debbie Goldberg, a co-owner of Fresh Brothers Pizza, makes an effort to personally answer every Yelp review. To be fair, she receives very few poor reviews, but when she does, she takes extreme care to address the reviewer.

She starts by politely apologizing for the customer’s bad experience. Then she acknowledges the problem they’ve raised, making it clear that the company is already working on fixing it.

And finally, she offers them a gift certificate to make up for their trouble. With these simple steps, Goldberg has retained the favor of countless customers that the company would otherwise have lost.

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