Are haters good for your business?

Unfortunately for every group of loyal customers you have, there will always be someone out there who hates your business. Your unhappy customer will trash your product or service, and tell everyone they know. Through the use of social media, though, you can keep an eye on your haters. In fact, according to Marketing Profs, you can use your haters to your advantage. Here’s what you can learn from them:

Your haters can tell you what your weaknesses are. Before social media, the only way you’d hear from your angry customers was as they were leaving your business for the last time – if they even said anything at all. Now you have an opportunity to not only hear about your customers concerns, but do something about it as well. Even if they aren’t talking directly to you, you can still listen – and act. Their complaints are most likely genuine. Unless you want to have more disgruntled customers on your hands, it’s time to listen, take a good look at yourself and make some changes.

You can make them into your biggest fans. Most of your haters are merely disgruntled customers whose issue hasn’t yet been dealt with. Sometimes the issue isn’t with the product or service you provide. They might have had a bad run-in with an employee, or a mistake on their order. Whatever made them walk away can now be made right. Find out exactly went wrong and see if you can rectify it. This is your golden opportunity to turn an unhappy customer into your biggest fan.

Their minds can be changed. Most of your haters won't harbor deep-seated animosity. Perhaps they felt slighted by customer service, or misled by a salesperson. "If you can find a way to fix that experience and make it right," he notes, "that same person can be transformed into your biggest advocate."

They show you that your social media efforts are working. Like most businesses, you’ve probably spent a lot of time and money on your business’ social media efforts, connecting with new and existing clients. When your unhappy customers start attacking your brand, it’s likely that your more loyal customers will rise to your defense. Not only will those observing see the negative comments, they’ll also see your loyal customers defending you and your business.

They get people talking about you. You know the old saying; “all press is good press.” Well, that’s not totally true. You certainly don’t want an overabundance of bad press, but a healthy mix doesn’t hurt. At least they’re talking about you. Sometimes the worst television commercials are the ones that really stand out, simply because we tend to talk about them more. Plus, don’t forget through the use of social media you have an opportunity to really win them over.

In conclusion

Instead of pretending you can’t hear your customers complaints, welcome them with open arms. The customer isn’t always right, but sometimes they are. Their complaints can be worked into your business plan to create positive change.