At LEXIA, we know that applause and congratulations encourage us, but we also understand that criticism, well taken advantage of, can guide us to know the areas to improve a product or service. That's why we care about meeting the haters y learn from them, we want to share that knowledge with you.
We hope the following note is useful to you.
Let's keep talking
Your unhappy customers are your greatest source of learning - Bill Gates
Nowadays, practically all brands have haters, which do not necessarily have to be consumers of the same, a hater does not need to have had a bad experience with the brand to speak badly of it, can be based on reviews, beliefs or references of people close.
If we learn not to take criticism personally and focus on extracting the useful information they send us, haters are a huge source of feedback for our brand.
And they don't charge us for their comments.
However, little is invested in haters-focused strategies. It is often thought that it is better to address only consumers and fans, but the many possibilities that haters can offer brands are left out.
The haters matter
- Brands have focused on researching and addressing positive relationships among their consumers.
- While it's important to know your consumers and what they want, it's equally important to know what your users don't want, identify their unmet needs and keep their claims in mind.
- There are some factors that affect the relationship consumer - brand as:
- Country of origin of the brand ("all Chinese products are bad").
- Customer dissatisfaction with the product ("the last Suzuki I bought came out really badly").
- Negative stereotypes of users ("I Phones are for posers").
- Corporate performance ("Wal-Mart is accused of corruption in many countries").
It's necessary then:
Identify the reasons for not buying and know the types of haters that exist, which have certain characteristics:
- Frequency of your complaints
- Use and acceptance of technology
- How and where they decide to complain
Jay Baer in his book Hug your haters defines 2 types:
OFF-STAGE Looking for answers and compensation
- They complain in private, one-on-one format usually by phone or email.
- Less strident and extravagant in their public complaints and reviews on websites.
- Older age, fewer experts in social networks and mobile devices.
- They are looking for an answer and a remedy for their complaint.
ON-STAGE Buscan audiencia
- They complain in public.
- Younger, they know more about technology and social networks.
- They want a hearing, they want to be noticed, they don't care so much if they get their complaint resolved or not.
To understand a hater, you have to know how he thinks.
The LEXIA consulting process is based on in-depth knowledge of how people perceive, act and make decisions. The basis is the understanding of the three dimensions of human thought:
- MENTAL MAPS: All cultural and contextual references that influence perception are abstract elements (e.g. prejudices).
- AFFECTIVE PARTNER RELATIONS: The emotional ties and relationships that determine perception. They are concrete elements, relations of love-hate, rejection-attraction.
- AUTOMATIC THINKING: People react automatically to almost all their daily decisions.
SOCIAL UNDERSTANDING, a way to analyze the haters
This tool, propietary of LEXIA, serves to make analysis and interpretation of profiles, messages, conversation and audiences in the digital environment, to give context and sense to the data and metrics that, by themselves, do not give us the real dimension of the behavior of Internet users.
The true actionability of digital information depends on its understanding, which is possible thanks to the framework of analysis that gives us the knowledge and experience in understanding Mexican society.
In short, in your approach to haters, a transition is recommended:
- Ignore or invisibilize the haters.
- Try to change their opinions and perceptions.
- Assume the displeasure as a result of dissatisfaction.
- Understand them and identify the responsibility they represent.
- Identify where they come from, whether they are emotional or symbolic representations.
- Understand hatred or disgust as a result of a variety of triggers (image, user, product, behavior, cause, ideologies).