Hi Haters: why customer service is one of your greatest marketing assets

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by Tieja MacLaughlin

What do Miranda Sings and Jay Baer have in common?

That's simple: a message for the haters.

Haters Back Off! burst onto the Netflix scene this past October starring a peculiar, and wildly entertaining, fictional Youtube sensation, Miranda Sings. Her unwavering desire for internet fame forces her to confront her online critics.

Her philosophy on how to handle the negativity shares more than one parallel to marketing and customer service speaker Jay Baer's own Hug Your Haters theory.

Jay Baer will be speaking at The Art Of Sales conference on December 7th at the Metro Toronto Convention Centre. Use promo code RB22 to receive a discounted ticket. 

Both parody, as in Miranda, and data-driven research, as in Jay, suggest the same approach: embrace your haters.

By doing so, you can actually increase customer advocacy. But studies show that by not responding to an unhappy customer, you're actually making the situation worse.

Social media is a powerful tool that provides us with a platform to share our likes and dislikes with a public and global audience, in real-time. By effectively managing an unhappy customer you are, in effect, marketing to them directly.

Customer service is one of online marketing's greatest assets.

Think about how you or your company could benefit from an increased customer service presence, and consider these key learnings from Jay Baer:

  • The customer isn't always right, but the customer is hurt.
  • Answer every complaint. On every channel. Every time.
  • Customer service is 1:1 marketing.
  • Retaining existing customers makes sense financially, vs earning a new customer.
  • "Canary in a coal mine" - haters show you where you need to improve.
  • Recognize and empathize.
  • Speed matters. Customers expect a response within one hour.

Social media management is crucial to success in today's online and digital market.Think about how your company could benefit from the addition of a social media team.

Tieja MacLaughlin