Hug Your Haters

1. Haters are not your problem; ignoring them is

Not responding is a response. A response that says "I don't care about you."

The power of response. In today's hyper-connected world, customer complaints have become more visible and impactful than ever before. Ignoring these complaints can lead to significant damage to a company's reputation and bottom line. By actively engaging with complainers, businesses can turn potentially negative situations into opportunities for growth and customer loyalty.

Shifting perspectives. Instead of viewing complaints as a nuisance, companies should see them as valuable feedback. Each complaint provides insights into areas for improvement and a chance to demonstrate exceptional customer service. By addressing issues head-on, businesses can:

• Build trust with customers
• Identify and fix systemic problems
• Differentiate themselves from competitors
• Create brand advocates out of former detractors

The danger of silence. When businesses choose not to respond to complaints, they risk:

• Losing customers to competitors
• Damaging their online reputation
• Missing out on valuable feedback
• Appearing indifferent to customer concerns

2. Answering complaints increases customer advocacy

Answering complaints increases customer advocacy across all customer service channels. Conversely, not answering complaints decreases customer advocacy across all customer service channels.

The advocacy impact. Responding to customer complaints has a direct and measurable effect on customer loyalty and willingness to recommend a business. This impact is particularly pronounced in public, online channels where other potential customers can witness the interaction.

Benefits of embracing complaints:

1. Turns bad news good: Resolving issues can transform unhappy customers into loyal advocates
2. Creates customer advocacy: Satisfied customers are more likely to recommend your business
3. Gathers insights and intelligence: Complaints provide valuable feedback for improvement
4. Differentiates from competition: Exceptional service sets you apart in a crowded market

The ripple effect. When businesses effectively address complaints, they not only satisfy the individual customer but also create a positive impression on observers. This public display of responsiveness can lead to:

• Increased trust in the brand
• Higher customer retention rates
• Positive word-of-mouth marketing
• Improved online ratings and reviews

3. Understand the two types of haters: offstage and onstage

Offstage haters want an answer. In many cases, onstage haters want an audience.

Offstage haters are typically older, less tech-savvy customers who complain through traditional channels like phone and email. They expect a response and are primarily seeking a solution to their problem. Key characteristics:

• More likely to complain privately
• Expect a response 91% of the time for phone complaints, 89% for email
• Often have more detailed, nuanced complaints

Onstage haters are generally younger, more tech-savvy customers who voice their complaints publicly on social media, review sites, and forums. They may be seeking both a solution and attention. Key characteristics:

• More likely to complain publicly
• Expect a response only 42% of the time on social media
• Often have more emotional, concise complaints

Understanding these differences allows businesses to tailor their response strategies:

• For offstage haters: Focus on efficient, thorough problem-solving
• For onstage haters: Balance problem-solving with public relations management

4. Customer service is now a spectator sport

Online or offline, we always want to respond in ways that are in keeping with who we are as a company.

The public arena. With the rise of social media and review sites, customer service interactions are increasingly visible to a wide audience. This shift has transformed how businesses must approach complaint handling and customer engagement.

Key implications:

• Every interaction is an opportunity to showcase your brand values
• Responses can influence not just the complainer, but also potential customers
• Consistency in tone and approach across all channels is crucial

Strategies for success in the public eye:

1. Be transparent and authentic in all interactions
2. Respond promptly to all public complaints
3. Use empathy and personalization in your responses
4. Take complex or sensitive issues to private channels when necessary
5. Train all customer-facing staff on social media best practices

The amplification effect. In this new landscape, both positive and negative interactions have the potential to go viral. Businesses must be prepared to:

• Turn complaints into opportunities for positive brand exposure
• Address systemic issues quickly to prevent widespread negative sentiment
• Leverage satisfied customers as brand advocates

5. Overcome the 5 obstacles to providing great service

There are five reasons businesses and organizations do not answer every complaint, in every channel, every time.

Identifying barriers. To truly embrace a customer-centric approach, businesses must recognize and overcome these common obstacles:

1. Too many channels: The proliferation of communication platforms can overwhelm businesses.

   • Solution: Prioritize channels based on customer preferences and implement unified management tools.

2. Too much feedback: The volume of complaints can be overwhelming.

   • Solution: Implement efficient sorting and prioritization systems, and consider community-based support options.

3. Taking complaints personally: Emotional reactions can hinder effective responses.

   • Solution: Train staff in emotional intelligence and provide clear guidelines for professional responses.

4. Fear of getting scammed: Concerns about customers taking advantage of the system.

   • Solution: Implement verification processes and trust your customers; the benefits outweigh potential losses.

5. No customer experience culture: Lack of organizational commitment to service excellence.

   • Solution: Lead from the top, align incentives with customer satisfaction, and regularly reinforce the importance of customer experience.

Overcoming these obstacles requires a combination of:

• Strategic planning and resource allocation
• Employee training and empowerment
• Technology implementation
• Cultural shift towards customer-centricity

6. Master the H-O-U-R-S playbook for offstage haters

Getting the issue solved in a single transaction is more important to a customer than accuracy or politeness.

The H-O-U-R-S framework provides a structured approach to handling complaints from offstage haters:

H - Be Human: Connect with customers on a personal level, showing empathy and understanding.

• Use the customer's name and acknowledge their feelings
• Share your own name and take ownership of the issue

O - Use One Channel: Resolve the issue in the channel the customer chose to contact you.

• Avoid transferring customers between departments or platforms
• Equip staff with the tools and authority to solve problems independently

U - Unify Your Data: Ensure all customer information is accessible across channels.

• Implement a unified customer relationship management (CRM) system
• Train staff to use and update customer data consistently

R - Resolve the Issue: Focus on finding a solution, not just placating the customer.

• Empower staff to make decisions and offer meaningful resolutions
• Follow up to ensure the problem has been fully addressed

S - With Speed: Prioritize quick response and resolution times.

• Set and communicate clear response time expectations
• Monitor and improve your average resolution time

By following this playbook, businesses can:

• Increase first-contact resolution rates
• Improve customer satisfaction scores
• Reduce the likelihood of offstage haters becoming onstage haters

7. Apply the F-E-A-R-S strategy for onstage haters

Online, never reply more than twice to any one person in any single conversation.

The F-E-A-R-S framework guides businesses in effectively managing public complaints:

F - Find All Mentions: Actively monitor all online channels for customer feedback.

• Use social listening tools to catch indirect mentions
• Set up alerts for your brand name and key products

E - Display Empathy: Show understanding and compassion in your responses.

• Acknowledge the customer's feelings
• Avoid defensive or dismissive language

A - Answer Publicly: Respond to complaints in the same public forum where they were posted.

• Demonstrate transparency and accountability
• Allow others to see your commitment to customer service

R - Reply Only Twice: Limit public back-and-forth to maintain control of the conversation.

• Provide a thoughtful initial response
• Offer to move to a private channel for further discussion if needed

S - Switch Channels: Move complex issues to private channels for resolution.

• Protect customer privacy for sensitive matters
• Avoid prolonged public debates

Benefits of this approach:

• Maintains brand reputation in public forums
• Demonstrates responsiveness to all observers
• Prevents escalation of conflicts
• Efficiently resolves issues while managing public perception

8. Embrace the future of customer service

You must interact with your customers in the venues of their choosing, not only the venues you prefer.

Emerging trends are reshaping the customer service landscape:

1. Proactive Customer Experience: Anticipate and address issues before they become complaints.

   • Use data analytics to predict potential problems
   • Implement preemptive communication strategies

2. Self-Service Solutions: Empower customers to find answers independently.

   • Develop comprehensive, user-friendly knowledge bases
   • Implement AI-powered chatbots for common queries

3. Community-Based Service: Leverage customer communities for support.

   • Foster peer-to-peer support forums
   • Recognize and reward community contributors

4. Specialized Service Apps: Develop dedicated apps for customer interaction.

   • Create seamless, mobile-first service experiences
   • Integrate service functions with other app features

5. Mobile Messaging Apps: Adapt to customers' preferred communication platforms.

   • Integrate customer service into popular messaging apps
   • Ensure consistent service quality across all platforms

Preparing for the future:

• Stay informed about emerging technologies and platforms
• Regularly assess and update your customer service strategy
• Train staff to adapt to new communication channels
• Prioritize flexibility and agility in your service approach

By embracing these trends, businesses can:

• Meet evolving customer expectations
• Reduce service costs while improving satisfaction
• Build stronger, more loyal customer relationships
• Stay ahead of competitors in the customer experience race

Last updated: November 6, 2024