Hug Your Haters Book Summary - Hug Your Haters Book explained in key points
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Hug Your Haters summary

Jay Baer

How to Embrace Complaints and Keep Your Customers

4.3 (28 ratings)
13 mins

Brief summary

"Hug Your Haters" by Jay Baer is a guide for businesses on how to turn customer complaints into loyalty. Baer provides insights, real-world examples and actionable steps to win over even the most difficult customers.

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    Hug Your Haters
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    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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    What is Hug Your Haters about?

    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.

    Best quote from Hug Your Haters

    Hugging your haters gives you the chance to turn lemons into lemonade, morph bad news into good, and keep the customers you already have.

    —Jay Baer
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    Who should read Hug Your Haters?

    • Social media specialists
    • Customer service professionals
    • Business owners

    About the Author

    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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