Hug Your Haters

“What if, instead of avoiding your critics, you embrace them? Hugging your haters may be the most effective way to grow your customer base and refine your business.”

Complaints Are Opportunities to Retain Customers

Complaints can actually be a good sign because they show customers are still interested in your business. If someone takes the time to voice concerns, they’re likely hoping for a solution that will keep them loyal to you. Ignoring these complaints, however, risks losing them and could even harm your reputation if they discuss their dissatisfaction publicly.

It's far cheaper to retain existing customers than to seek new ones. Keeping just one percent more of your client base can increase profits significantly. A clear, proactive approach to addressing grievances strengthens bonds and fosters loyalty. Customers value businesses that show they care about resolving issues.

Debbie Goldberg of Fresh Brothers Pizza takes this seriously. She personally responds to Yelp reviews, especially negative ones. She apologizes, acknowledges the issue, and often provides a gift certificate to make amends. This approach has helped her retain customers who might have otherwise walked away.

Examples

• 95% of unhappy customers never complain but simply leave; addressing even a small percentage of those who do can have a huge impact.
• Fresh Brothers Pizza’s owner uses her personal touch to answer reviews, including compensating customers for mistakes.
• A 1% boost in customer retention can increase profits between 25-85%, a powerful reason to listen to feedback.

Feedback Fuels Improvement

Customer complaints are an opportunity to identify weak points in your business. People who voice specific complaints often highlight issues other customers might silently tolerate. By acting on this feedback, companies can improve operations and avoid future dissatisfaction.

Square Cow Movers learned this lesson firsthand. The company faced poor reviews, mostly due to a lack of communication about their services. After analyzing complaints, they focused on giving customers clear, consistent updates. This simple fix not only eliminated the majority of complaints but also enhanced customer satisfaction.

To stay ahead of competitors, use complaints to solve problems your rivals are missing. By out-pacing others in customer care, you create a unique selling point for your brand. Customers value businesses that genuinely listen and improve.

Examples

• Square Cow Movers drastically improved reviews by addressing communication gaps.
• Investing in customer satisfaction helps companies stand out where products and prices do not.
• Customer grievances highlight patterns that allow businesses to preempt bigger issues.

Put People First in Private Complaints

Most people still complain privately, even in the age of social media. Emails, calls, or direct conversations offer businesses a chance to resolve issues quietly. To manage these situations effectively, remember the acronym H.O.U.R.S.: Human, One channel, Unify data, Resolve, Speed.

Start by being human—speak naturally, show care, and avoid automated responses. Oral surgeon Dr. Glen Gorab exemplifies this by personally calling patients before their first visits. His personable approach has built trust and avoided lawsuits. Keeping the process simple is also vital. Direct customers to one person or channel to avoid frustrating them further.

Speed and organization play a big role too. Document the details of complaints to ensure timely resolutions. Having a database of past problems and solutions lets teams act quickly and efficiently, turning annoyed customers into advocates for your business.

Examples

• Dr. Glen Gorab’s proactive calls build long-term trust with patients.
• Unified systems for documenting complaints make quick solutions feasible.
• Personal, helpful communication averts additional frustrations in cases of complaints.

Engage Critics Publicly

When customers criticize your business publicly, whether on review sites or social media, responding is vital. Use the acronym F.E.A.R.S.: Find, Empathize, Answer publicly, Reply minimally, and Switch channels. These steps help defuse public tension and enhance your reputation.

For example, Chris, a Meow Mix customer, raised a question about dyes in their cat food on social media. Instead of showing empathy, the company provided a generic response, which frustrated him further. Acknowledging his concerns with understanding would have left a better impression.

Public answers show transparency. Even those who weren’t originally part of the conversation can see your commitment to resolving issues. But after a couple of replies, avoid prolonged interactions. Transition complaints to private platforms like email for in-depth discussions.

Examples

• Using empathy when replying helps improve your image significantly in public discussions.
• Tools like Google Alerts and Mention.net help find complaints early on.
• No back-and-forth arguments online; keep extended conversations private.

Respond to Reviews Across All Channels

Customers use diverse online spaces to review businesses. From Google Reviews to Twitter, unaddressed complaints paint your company in a bad light. Ignoring one platform could let negative impressions spread. Instead, actively monitor and engage across all platforms where customers voice opinions.

Scott Wise of Scotty’s Brewhouse runs a team that addresses reviews across multiple sites. He personally handles many responses, turning critical reviews into opportunities. Similarly, Dell’s specialized “communities and communications” team manages reviews and feedback in their forums to ensure customers feel heard.

This effort not only improves relationships with dissatisfied customers but also positively influences prospective clients. Future customers notice when brands engage genuinely and prioritize solving problems.

Examples

• Scott Wise actively handles reviews across the internet and turns complainers into fans.
• Companies like Dell create separate teams to manage digital feedback channels effectively.
• Failing to respond to online feedback risks deterring new customers.

Proactively Solve Problems Before Complaints

Often, you know when mistakes occur before customers notice. Addressing these issues proactively demonstrates accountability and care. Customers are more likely to forgive mistakes when businesses fix them ahead of complaints.

Consider Fresh Brothers Pizza. Delivering a pizza even five minutes late triggers an immediate apology and a gift certificate to the customer. This gesture turns a mistake into an opportunity to impress and delight the customer.

At Schiphol Airport, KLM’s Lost and Found team goes above and beyond to reunite passengers with forgotten belongings. Their proactive efforts leave a lasting positive impact, turning potential frustrations into moments of joy.

Examples

• Fresh Brothers Pizza compensates automatically for late arrivals, avoiding bad reviews.
• KLM staff actively returns lost items at airports, creating loyal customers.
• Simple, timely apologies often surprise and delight customers.

Takeaways

1. Respond to every complaint, private or public, with empathy and a solution-focused approach.
2. Use feedback constructively by tracking recurring problems and implementing changes company-wide.
3. Be proactive; address issues even before customers bring them up to build lasting trust.