Technology has evaporated the barriers of complaint. With smart phones and always-on Internet access, consumers complain more often and across more channels, many of them public. This requires a completely new system for instantly finding, evaluating, and addressing these complaints.

Jay Baer and Edison Research conducted a landmark study of more than 2,000 consumers and found that not all complainers ("haters") are created equal. In fact, there are two vastly different categories of haters: Offstage Haters and Onstage Haters.

The book includes The Hatrix, a detailed examination of the differences between these Offstage and Onstage haters. The book reveals:

How, where and why people complain (by demographic and by channel)

How and when consumers expect a response when they complain

The advocacy impact of answering (or ignoring) a customer

Differences in complaint type and expectations by industry

Supported by dozens of interviews with large and small companies, social networks an