Hug Your Haters audiobook cover - How to Embrace Complaints and Keep Your Customers

Hug Your Haters

How to Embrace Complaints and Keep Your Customers

Jay Baer

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Communication SkillsMarketing & Sales

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Hug Your Haters
The Value of Complaints+
Offstage Critics (Private)+
Onstage Haters (Public)+
Proactive Service+
Execution & Team Building+

Quiz — Test Your Understanding

Question 1 of 6
According to the text, what is a major financial reason to focus on listening to complaints and retaining existing customers?
  • A. Acquiring new customers costs ten times more than retaining existing ones.
  • B. Unhappy customers will dissuade an average of 15 potential new buyers from your business.
  • C. Retaining just one extra percent of your customer base can boost profits by 25 to 85 percent.
  • D. Companies receive tax incentives for maintaining high customer satisfaction ratings.
Question 2 of 6
What key insight does the book provide regarding the volume of customer complaints?
  • A. About 95 percent of customers will complain if given an easy online platform to do so.
  • B. Only 5 percent of unhappy customers actually complain, meaning their feedback represents a much larger group of dissatisfied clients.
  • C. Most complaints come from a vocal minority of 5 percent who are never satisfied, so their feedback should be largely ignored.
  • D. Only 5 percent of complaints are actually actionable and useful for improving business operations.
Question 3 of 6
When dealing with offstage (private) critics, the book recommends using the H.O.U.R.S. mnemonic. What does the 'O' stand for, and why is it important?
  • A. Open communication: You should be completely transparent about why the company made a mistake.
  • B. Offer compensation: You should always provide a discount or free product to make up for the error.
  • C. Outperform: You should strive to exceed the customer's expectations by over-delivering on your promises.
  • D. One channel: You should resolve the issue where the customer complained rather than referring them to another department or FAQ page.
Question 4 of 6
According to the F.E.A.R.S. strategy for handling public critics, how should a business manage ongoing public discussions with a frustrated customer?
  • A. Reply no more than twice publicly, then switch to a private channel if necessary to protect privacy and provide detail.
  • B. Defend the company's reputation by answering every single public comment until the customer concedes.
  • C. Delete the public comments immediately and only contact the customer via direct email.
  • D. Ignore public haters completely to avoid drawing more attention to their complaints.
Question 5 of 6
What proactive strategy does Fresh Brothers Pizza use to prevent negative reviews when a delivery is running slightly late?
  • A. They call the customer to explain the traffic situation so the customer understands the delay.
  • B. They offer a full refund for the entire order if the pizza is more than 30 minutes late.
  • C. They send the customer a gift certificate to apologize before the customer even has time to complain.
  • D. They provide the delivery driver with a script to apologize profusely at the door.
Question 6 of 6
According to the book's final summary, why is customer service considered a company's greatest competitive advantage?
  • A. Because customer service departments are the cheapest to operate and yield the highest return on investment.
  • B. Because unlike pricing, products, or marketing strategies, a unique customer service experience cannot be easily duplicated by competitors.
  • C. Because modern consumers only care about how they are treated and no longer care about product quality.
  • D. Because businesses with good customer service are completely immune to negative online reviews.

Hug Your Haters — Full Chapter Overview

Hug Your Haters Summary & Overview

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.

Who Should Listen to Hug Your Haters?

  • Social media specialists
  • Customer service professionals
  • Business owners

About the Author: Jay Baer

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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