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Jay Baer

Hug Your Haters: How to Embrace Complaints and Keep Your Customers Hardcover – Illustrated, March 1, 2016

by Jay Baer (Author)

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Haters are not your problem. . . .
Ignoring them is.

Eighty percent of companies say they deliver outstanding customer service, but only 8 percent of their customers agree. This book will help you close that 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 trends 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, e-mail, 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 to 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 sizes from around the world. It includes specific playbooks and formulas as well as a fold-out poster of “the Hatrix,” which summarizes the best strategies for different situations. The book is also filled 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.

Print length

240 pages
Language

English
Publisher

Portfolio
Publication date

March 1, 2016
Dimensions

6.24 x 0.85 x 9.26 inches
ISBN-10

1101980672
ISBN-13

978-1101980675
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Editorial Reviews

Review

One of 2016's top 3 marketing books: Strategy+Business MagazineOne of 2016's top customer service books: 800-CEO-READ

About the Author

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.

Product details

Publisher ‏ : ‎ Portfolio; Illustrated edition (March 1, 2016)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 240 pages
ISBN-10 ‏ : ‎ 1101980672
ISBN-13 ‏ : ‎ 978-1101980675
Item Weight ‏ : ‎ 1.05 pounds
Dimensions ‏ : ‎ 6.24 x 0.85 x 9.26 inches

Best Sellers Rank: #231,968 in Books (See Top 100 in Books)
- #185 in Customer Relations (Books)
- #225 in Marketing & Consumer Behavior
- #854 in Marketing (Books)

Customer Reviews:
413 ratings

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Jay Baer

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Jay Baer is a marketing and customer service expert, and the New York Times best-selling author of six books.

He is President of the global consulting firm Convince & Convert, and has advised some of the most iconic organizations in the world, including Nike, Allstate, The United Nations, Oracle, and 35 of the FORTUNE 500.

A 7th generation entrepreneur, Jay is also an inductee into the CPAE Professional Speakers Hall of Fame.

He's an avid tequila collector and a certified barbecue judge, and recommends you enjoy both while reading his latest book, Talk Triggers.

Customer reviews

4.4 out of 5

413 global ratings

5 star		70%
4 star		14%
3 star		9%
2 star		3%
1 star		4%

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Amazon Customer

Author practices what he preaches

Reviewed in the United States 🇺🇸 on February 7, 2023

Verified Purchase

The book gives a lot of good insight about dealing with customer complaints. Some of the data is a little dated because it was written in 2015 and technology moves so fast now but the message itself still holds up.

But I want to specifically point out the author. I was writing a paper for a marketing class and was trying to find some updated statistics. I emailed Jay to see if he had any more applicable research that I could use. Within 5 minutes, he emailed me back with a new study he did in 2022.

A principle he points out in the book is to respond to all customers in a timely manner. It wows the customer and creates advocates when providing superior customer service. I was so taken back by the gesture that I had to write a review.

Long story short, this is a good read for someone looking to hone their customer service skills. The author has good insight and really knows what he is talking about.

Helpful

Bobby

Make sure to hug your haters

Reviewed in the United States 🇺🇸 on December 2, 2019

Verified Purchase

The book that I chose to read and review was “Hug Your Haters” by Jay Baer. The objective of this book was to teach and inform businesses on how to embrace complaints and to hang on to their customers. Baer referred to the people who complain as haters and stressed the importance of your haters. Many people believe they are just a nuisance; however, Bear proves otherwise. In the beginning of the novel, he stated, “Haters are not your problem… ignoring them is” (Baer 3). He emphasizes how businesses should not turn away but rather should listen to why they are complaining because of how important customer service is becoming nowadays. I completely agree with Baer. As a consumer, I always value a business more and will be more likely to continue to shop there if their customer service is excellent. One of the reasons I consistently shop on Amazon, is because their return policy is extremely easy and anytime I’ve had an issue, they have resolved it well. On the contrary, when I deal with a business who offers terrible customer service, I do not return. Baer included a quote from George Klein, who is the CEO of Peopleocity. He stated, “Nothing ever gets better when you don’t address it, and yet in this day and age we still see businesses that don’t respond” (Klein 4). I also agree with this statement, and it ties into what Baer believes about haters as well, that he addresses later in the book.
Baer broke up his book into three informal sections, how a business should embrace and respond to complaints, the types of haters, and customer service. In parts of the book, Baer, discussed how to embrace the haters complaints. He talked about how answering complaints increases customer advocacy across all customer service channels. The example he included was KLM Royal Dutch Airlines. They have 150 employees answering and addressing questions and complaints 24/7, in order to try and answer everything that they can for their customers. However, Baer does talk about how there a five obstacles when it comes to tying to respond to customer complaints. The two biggest that he hit on the most was that there was too much feedback on too many channels and that people are offended by the feedback. Nowadays, with so many different social media platforms, it is so difficult for businesses to keep up with the amount of comments that they receive. However, doing your best to answer these complaints helps turn bad news to good and differentiates you from your competition, as some businesses are unable to provide answers.
The next part of the book focused on what Baer created to differentiate the two types of haters. He called them offstage and onstage haters. He writes that offstage haters are the types of people who complain in private, on the phone, or over email. They are slightly older people who are less social media savvy and complain on a less frequent basis. On the other hand, onstage haters complain in public venues such as on social media, review sites, and discussion boards. These are your younger and more technologically savvy haters who complain much more often. Even though I am a younger person, I would consider myself to be an offstage hater because most of my complaints are through email. I do not like to complain publicly.
Finally, Baer ties everything together with explaining customer service and how it is so important to a business's success. Baer stated, “The best opportunity to grow your business with customer service is to engage with on stage haters” (Baer 70). Onstage haters are on the rise, especially in businesses such as Microsoft and Xbox, where disputes are handled over Twitter. More offstage haters are becoming onstage haters and I completely agree. I am on Twitter all the time and I constantly see people complaining about the service or product of a company.
Overall, I enjoyed reading Hug Your Haters. I believe that it has many strengths while having few, if any, weaknesses that I think should be improved. I really like how Baer organized and presented the information in the book. There were lots of graphics and statistics throughout the book that back his claims and he had excellent ideas that he had examples of how they had been successful in the real world. I also thought that another strength of the book was how Baer included notable and established people in his book. I mentioned about George Klein, the CEO of Peoplocity. He, among others, were able to offer ideas that Baer didn’t and also back Baer’s points as well. The only part of the book that I thought could be improved is to create a stronger person connection to the reader. Throughout the book, it was mainly focused on business dealing with complaints, but I felt Baer could have done a better job of connecting it to the individual reader. I would still recommend this book to anyone who is currently operating a business or considering starting up their own. I found out so many useful tips about how to deal with haters and turn complaints into positives that will improve a business.

4 people found this helpful

Helpful

Pavel Shkapenko

Great message and case studies

Reviewed in the United States 🇺🇸 on August 17, 2016

Verified Purchase

Jay Baer encourages to make a review in his book, so though I usually don’t do so, I thought it’s worth doing. Initially I wanted to put just one star but then changed my mind and decided to put 4. So I will start with criticism explaining why I wanted to put only 1 and then I will explain what has made to put 3 additional starts.
So the problem of this book is though everything is very much reasonable and makes sense (which gives the first star), at least 60% of the material is either self-evident or clear pretty much to everyone who read some classic internet-marketing books (for example “New rules of Marketing and PR” by D.M. Scott). Basically it boils down to the formula – “answer everyone, accept the criticism, apologize, analyze and improve”, something which was clear at least 5 years ago. Funny enough Baer writes that he had some assumptions, made some research and found out that the assumptions had been erroneous. It would be very interesting to have the list of the assumptions he had and the outcomes of the research to compare. Unfortunately, this information is missing in the book. The only assumption mentioned was that the so-called “on-stage haters” (those who make claim publicly not let’s say via e-mail) would require immediate response, but the research proved Baer wrong. To my mind that was evidently wrong assumption, because as Baer correctly wrote in other Chapter, they mostly want publicity not the solution, so obviously they don’t require fast answer.
So that’s was basically the reason why I wanted to put just one star. And here are the 3 reasons to give more stars.
The second star is given for wonderful case studies which are abundant in this book. Out of many I will provide just one, but maybe the most fascinating. Erin Pepper, the director of marketing and guest relations at Le Pain Quotidien (LPQ), a chain of bakery-cafes, does the following when she faces criticism online. Not only she accepts and apologizes but she also sends a private message with the message like “Sir, quite frankly, you find our problems which other customers don’t. Let us kindly load funds to your LPQ card. And should you find some time, please visit our different cafes and complete short online survey, because you see things the others don’t”. Isn’t it an amazing case of turning hater to the advocate? How would you feel if you got such an offer? And this is not the only useful case. So a deserved second star.
Having observed my notes, I was not able to find out the one reason for the third star (may it was for formulas of handling “offstage haters”, maybe for the rule of 2 answers) but surely, it was an important reason!
Finally, and the most important which gives the 4th star. In every passage the book explains that customer service can be a crucial advantage to your business. Yes, we all have been taught that the customer is the key, but I was thinking whether there is a least one company which has perfect customer service to mind (for me as customer) and I wasn’t able to find any. I asked 10 friends – same reply. Jay Baer perfectly explains why “outloving” your customers is so important and why does it make such a big difference with the customers. Sometimes we think of starting new business and understand that everybody does the same and it’s hard to differentiate. Baer explains that in fact it’s not. No matter what you do you can outlove your clients and differentiate.
Thanks Mr Baer. A bit more specific things, cases and a bit less well-known things and the second edition will be worth 5 stars!

4 people found this helpful

Helpful

Top reviews from other countries

Fritter

Good general advice but doesn't go deep enough.

Reviewed in the United Kingdom 🇬🇧 on December 5, 2016

Verified Purchase

I have mixed feelings about this book.

On the positive side, Jay's insights on the TWO types of complainer was a real "Ah-Hah!" moment for me: What we might think is great customer service (traditional, personal, individual attention) doesn't please one type. Prior to reading Jay's book I had been confused about this (why wouldn't you want good customer service?) but I now see where I was going wrong.

Much of the advice was common sense. But that's OK - Sometimes we need a reminder to use our common sense!

Where I felt the book fell short was on practical tips on dealing with 'Crazies' (people that incessantly complain and are unreasonable). I would have liked Jay to walk us through a few different 'Crisis Management' Strategies (do you block? do you ban? do you ignore?). I've learnt from personal experience that you can't reason with some people, and trying to enter into any sort of constructive dialogue is useless. Following Jay's advice simply gives them oxygen... and perhaps it's sometimes better to acknowledge and then ignore????

A good book, easy to read, but lost 2 stars due to price (currently £21) - £10 to £12 would be better.

3 people found this helpful

Athena

A must read for companies

Reviewed in the United Kingdom 🇬🇧 on December 31, 2022

Verified Purchase

Really interesting and valuable information. Easy to read without any filler

Easy Steve

Not Jay's finest and lacks insight and is EXPENSIVE for what it is

Reviewed in the United Kingdom 🇬🇧 on May 6, 2016

Verified Purchase

I read this book in an afternoon. Much of the content is either blatantly obvious or easily passable. There are so useful moments in the book, and speed-reading it is what I recommend in getting these.

I can't say I recommend this book. It's expensive! Secondly, the mindset of customer centricity and taking care of customers who complain, and especially in social spaces, is something that I think most companies already know they should be doing, even if they are not.

Hope this helps your buying decision...

3 people found this helpful

Ed D

Excellent Review-site advice based on fact

Reviewed in the United Kingdom 🇬🇧 on April 18, 2016

Verified Purchase

Many books I've read on anything remotely related to digital marketing are based on the author's experience alone. This book is filled with data from Edison Research and examples from business owners in various markets. Extremely helpful, useful and always kept to hand for data.

3 people found this helpful

lollie

Five Stars

Reviewed in the United Kingdom 🇬🇧 on May 4, 2018

Verified Purchase

great book for any form of selling job, really interesting read

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