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Hug Your Haters ─ How to Embrace Complaints and Keep Your Customers
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Eighty percent of companies say they deliver outstanding customer service, but only 8 percent of their customers agree. This audiobook will help you close the 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 trans 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, email, 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 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 sized from around the world. It includes specific playbook and formulas as well as a fold-out poster of "the Hatrix," which summarized the best strategies for different situations. The audiobook is also filed 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.
作者簡介
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.
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