Preview Mode Links will not work in preview mode

If you become the expert you were always meant to be, don't blame the experts!

Jul 20, 2016

“Don’t spend another dime on marketing until you read Hug Your Haters by Jay Baer. It will forever change your mindset on customer service, and how you can transform customer service into marketing while boosting customer advocacy and profits!”

  • Greg Elwell, Host of the Expert Interviews Podcast

Do you answer every complainer every time and in every channel? Or do you pick which issue to answer while ignoring others, or the channels they complain in?

A study by Forrester Research revealed 80 percent of businesses believe they deliver “superior” customer service. But, as NYTimes Bestselling Author, Jay Baer points out in his new book, Hug Your Haters, “that same study shows that just 8 percent of customersHug Your Haters book cover agree that service is superior.”

It’s often said marketing influence has shifted from the brand to the power of the prospect - to research and decide when, if ever, to engage in the sales and marketing process. Well, things have gotten more daunting on the other end of the customer lifecycle.

Brands of all sizes are now faced with the challenge to retain customers, boost advocacy and increase profits while the ability to manage and control the customer experience has shifted to the power of complainers (haters) to be heard, answered, and satisfied in whatever channel they choose.

Jay, writing in what’s been viewed as the first modern book on customer service, Hug Your Haters: How To Embrace Complaints And Keep Your Customers, said his goal is “to help all business owners and managers understand how to turn customer service into marketing, and use it as your true competitive advantage.”

What you’ll hear in this podcast may surprise, challenge and encourage you to improve your customer service. Topics discussed:

  • What inspired Jay to write a book on customer service in the first place
  • The book he thought he set out to write, but how that changed after extensive and downright shocking research
  • What is meant by the term “haters” and how Jay uses it in answering, not ignoring complaints
  • The book’s most popular highlight on Kindle reader
  • Why and what it means to answer every complainer in every channel, every time
  • How importance of a speedy answer for satisfying today’s customer - the findings will surprise you!
  • The rise of onstage haters and how customer service is now a spectator sport
  • The “Hatrix” (a powerful infographic that’s in the book which covers the two main types of complainers, who they are, what they expect, how and where they complain, the positive or negative impact on customer advocacy from answered and unanswered complaints, and the opportunity to increase profits without spending more money on marketing!)
  • A playbook for answering onstage haters: F.E.A.R.S.
  • An example of an onstage complaint from Greg (via Twitter) and Jay’s take on it
  • Why it’s essential to unify your data and the future of customer service
  • Leadpages market lens approach to gathering customer feedback and being proactive

Resources and links shared in this episode:

  • Leadpages (Leadpages main website where Greg works as a copywriter/content developer)
  • ConvertedU (Leadpages conversion marketing program and directory of certified professionals)
  • Convince and Convert (Jay Baer’s business website)
  • An in depth and encore two-part Expert Interviews Podcast (Part 1 and Part 2) with Jay Baer on his NYTimes Besteller: Youtility
  • Hug Your Haters (the Hug Your Haters book site - scroll down for bonuses)
  • Keep Your Customers Course (the new training course for going deeper into the principles of hugging your haters as taught in the book)