096: Jay Baer, Hug Your Haters

How can you leverage customer complaints? Today’s guest shares highlights from his new book, Hug Your Haters, and additional insights from the extensive research it’s based on. Understanding the science of complaint What if you could survey thousands of individuals to find the “who, what, where, why and how” of customer complaints? Jay Baer has partnered with Edison Research to do just that, and he has written his new book “Hug Your Haters” based on intensive study of thousands of consumers. Jay Baer discusses the concept he calls “the Hatrix,” which breaks complainers down into categories. Jay also shares some shocking facts about what complaining customers expect by channel, and how the outcome can change depending on which channel is used to answer a complaint. How does the technology your customers use affect the outcome of their complaints? The differences can be more profound than you think. The findings from Jay’s research far exceed what he was able to fit in his new book. But you’re in luck! Jay shares some of his unrevealed findings in this episode, along with some valuable insights about embracing and leveraging customer feedback. Jay says customer complaints are a source of “free market research.” The best part is that the insights come from your own real customers. Are you ready to tap into this valuable resource? Listen to this episode to find out where to start. About our guest Jay Baer is a digital business expert, global keynote speaker, and the New York Times bestselling author of Youtility. He has advised some of the most iconic brands and organizations in the world, including Nike, Best Buy, and The United Nations. He is also a contributor to Inc., Entrepreneur, and Forbes. His Convince & Convert Media division produces the world's #1 content marketing blog, and multiple award-winning podcasts. For more information see www.hugyourhaters.com. Connect with Jay Twitter LinkedIn Facebook Jay’s website Convince & Convert Related Content Hug Your Haters book website (Check out special promotions on Jay’s book!) Edison Research Customers That Stick® post, Why Do People Take Pleasure in Customer Service Horror Stories? 360Connext® post, Hug Your Haters: A Groundbreaking New Book by Jay Baer Episode 001: Apple Store Lady, Jackie Huba, and Heathrow Airport Episode 017: Customer Feedback, Mohamed Latib, and Progressive Insurance Sponsor Message: Give your team the customer service training they deserve Want to bring game-changing customer service training to your team? CTS Service Solutions offers a half-day in-person workshop designed to motivate and educate your customer-facing team members. Using energy, excitement, and interaction, our workshop helps frontline teams embrace a customer-centric outlook, then — using the principles from our book Be Your Customer’s Hero — gives them the skills and confidence they need to handle any service interaction. Don’t leave your frontline team hanging… Give them the training they deserve. Learn more at customerheroworkshop.com.    Take care of yourself and take care of your customers. Learn more about your ad choices. Visit megaphone.fm/adchoices