The Secret Types of Customer Complaints You Didn’t Know About

Not all complaints are created equal. Understanding the secret types of haters your business faces is key to responding effectively and turning negativity into opportunity.

Jay Baer’s 'Hug Your Haters' breaks down complaints into two distinct groups: offstage and onstage haters. Offstage haters prefer private channels such as telephone calls and emails. They tend to be older, more reasoned in their complaints, and expect direct, personal responses. For example, a customer calling a hotel to report a noisy room expects a swift, empathetic reply and a resolution.

Onstage haters, on the other hand, are often younger, tech-savvy customers who post complaints publicly on social media, review sites, or forums. Their goal is often to be heard by a wider audience, sometimes more than to get immediate solutions. For instance, a frustrated diner tweeting about slow service is seeking acknowledgment and public transparency.

Statistics show that 62% of complaints still occur offstage, but social media complaints are rising rapidly, especially among millennials and Gen Z. Smartphone ownership correlates with higher complaint frequency and preference for public channels.

Each type of hater requires a different response strategy. Offstage haters expect thorough, private communication, while onstage haters value public empathy and transparency. Ignoring either group risks losing customers and damaging your brand.

Consider how a restaurant handles a negative Facebook post by publicly apologizing and inviting the customer to message privately for resolution. This balance demonstrates care and control, satisfying both public and private expectations.

By tailoring your responses to these secret types, you can optimize your service, reduce complaint escalation, and build lasting loyalty.

Understanding your haters is the first step toward hugging them effectively.

Sources: Sobrief.com, FourMinuteBooks.com, Amazon book summary 2 3 1