What’s hate got to do with? Everything if you want to stay in business (review of Nicholas Webb’s What Customers Hate)

What’s not to love about your business?

If you don’t already know, you’re in for a shock. And you’re flirting with disaster.

 “Haters hold the secret to your success – or lack thereof,” says Nicholas Webb, a customer service expert and author of What Customers Hate. “Being loved by your customers should be your goal, and every business must be focused on providing value and a superior customer experience. But the recognition of the flip side of the coin—the fact that consumers hate many businesses—should alert you to the very important fact that reducing what your customers hate is just as important as increasing what they love.”

Here’s why you need to reduce the hate. Most of your customers stick with you not because they love you the most but because they hate you the least. Of the millions of people who shop at Amazon and Walmart, could you fill a minivan with all the customers who are truly, deeply and madly in love with either retailer?

For your customers, you’re currently their best possible option. You’re in serious trouble if a competitor shows up promising fewer headaches and hassles.

This is why you need to ask your customers straight up what they hate about you.

If you don’t ask, they’ll tell you indirectly through one-star reviews posted online for the whole world to see. It won’t matter if you have dozens of glowing reviews from happy and satisfied customers. Everyone reads one-star reviews to find out what’s the worst thing that could happen by doing business with you.

 “When compared to customers who love you, haters are far more likely to share with friends and social media the fact that they hate you,” says Webb. “A few bad reviews can knock you out of the competitive arena, costing your organization dearly.”

Think of the hater’s feedback as a gift, even if it hurts. Dissatisfied and disappointed customers will tell you exactly what you’re doing wrong and, as an added bonus, tell you how to make it right. “Haters are inventors who offer up specific suggestions regarding what companies can do to stop the hate.”

Best of all, you can win haters over by talking with them and taking action. “Haters who are converted to lovers are some of the best promoters for an organization or brand,” says Webb.

Webb’s created a Net Customer Experience tool along with a RealRating survey. It’s a way to track and tally what customers both love and hate from the start to finish of their customer journey with you.

That journey usually begins with a website that too often gives prospective customers a reason to hate you right from the start. “The overwhelming majority of organizations essentially suspend a brochure on the internet that they call a website,” says Webb. “Your website should be structured in such a way that it is delivering real and meaningful value to your site visitor. If you look at websites that deliver the best experiences for their customers, they are dispensing free e-books, white papers, value-based videos and free offers that are of conspicuous value.”

So don’t use your website to humble brag. Make it all about your customers. Show them some love. And make it quick and easy for them to get what they need.

Webb has practical advice for taking the hate out of the rest of your customers’ journey. He even identifies the first step every business or organization should take starting today.

“The most important action you can take right now is to repeat this mantra out loud,” says Webb. “Our customers judge our company, brand or service not only on what they love about it but what they hate about it. We pledge to recognize this reality, and henceforth strive to both increase what they love and identify and decrease what they hate. This is the future of our organization.”

Jay Robb serves as communications manager for McMaster University’s Faculty of Science, lives in Hamilton and has reviewed business books for the Hamilton Spectator since 1999.

Turn your customers into loyal fans (review of Fanocracy)

free-images-for-copywritingIf it sounds too good to be true, it probably is.

I ignored that adage while registering for a “free” webinar.

When the webinar ended, the spam emails and sales calls started and didn’t stop. I got emails and phone calls from multiple salespeople from the same company.

Irritation replaced my initial appreciation. I took a hard pass when the company invited me to join another webinar, even though the topic was relevant and line-up of speakers was impressive.

It’s too bad because I could’ve been a fan of the company and helped spread the word about their webinars. I may have even bought what they were selling. But now, I’m not a fan.

If you’re giving away content online, lift the gates. Make it truly and completely free. Let us watch your webinars and download your whitepapers, e-books and special reports without first having to turn ourselves into a sales lead.

Fanocracy-HC-3D“Free content with strings attached feels like coercion while great content given away freely attracts loyal fans,” say David Meerman Scott and Reiko Scott, the father-daughter authors of Fanocracy: Turning Fans Into Customers and Customers Into Fans.

“The problem with gating content is many people won’t bother to register for privacy reasons. They don’t want an email or phone call from a salesperson.  Another problem with gated content is there is very little sharing on social media because people don’t want to expose those in their social networks to possible spam.”

Companies that have axed email registrations report that 20 to 50 times more people now download their free content.

“If you want to spread your ideas, free content is the way to go,” say the authors. “We frequently hear from people who say that if you give away your ideas for free via web content, people won’t have a need to buy your products or services. However, many organizations have successfully used this approach.”

If you’re not ready to make this leap of faith, try a hybrid approach. Make a truly free initial offer that contains a secondary follow-up offer that requires registration. Your initial offer will reach more people and generate higher quality leads.

“The hybrid approach generates email addresses from people who have already consumed your initial free content and now want more information about your company and your products and services and are eager to learn more.”

Giving more than you have to is one way to convert customers into avid, loyal and loud fans.

Bringing customers together offline is another fan-building strategy that captures the zeitgeist of our times. The authors say we’re on the cusp of a major cultural shift away from an increasingly polarized, cold, unsocial and algorithm-driven digital world.

“The pendulum has swung too far in the direction of superficial online communications at a time when people are hungry for true human connection. Many people now feel that the promise of online social connection just isn’t for them anymore – the romance is over. We’ve gone too far into manufactured friendship through social media, and something different is coming next. The pendulum is swinging back to genuine, authentic human connection.”

What can your business or organization do to bring like-minded people together in unique places and spaces for special events and activities? If you love what your customers love, they’ll find room in the hearts and wallets to love you too. Book stores have book clubs. Libraries have speakers’ series. Shoe stores have running clubs. Garden centres have classes on how to mix cocktails using herbs. What’s your equivalent?

Hagerty Insurance is one of the company’s showcased in Fanocracy. “Insurance sucks,” admits the CEO. “Nobody wants to buy insurance. It’s not fun.” What is fun for Hagerty’s customers are classic cars. So the company created a free classic car auction tracker app and launched a Hagerty Drivers Club last year. Members get a subscription to the company’s magazine, exclusive discounts, road side service assistance and invites to members-only events.  Hagerty is now the largest classic car insurer, with double-digit compound growth.

“A fanocracy is a culture where fans rule, and that’s what we see emerging in today’s world,” say the authors. “We are moving into an era that prizes people over products. The relationships we build with our customers are more important than the products and services we sell to them.”

I serve as communications manager for McMaster University’s Faculty of Science, live in Hamilton and I’ve reviewed business books for the Hamilton Spectator since 1999. I’m a fan of the Washington Capitals, the New England Patriots, Peter Gabriel and Phoebe Bridgers.