Here’s what Seth says:
The closer you get to someone, something, some brand, some organization… the harder it is to demonize it, objectify it or hate it.
So, if you want to not be hated, open up. Let people in. Engage. Interact.
If you interact regularly with your customers in the places they like to hang out (blogs, forums, Twitter, etc.), an unhappy customer will be more likely to approach you first, before telling all of their friends about the horrible experience they had.
Be open, engage your customers and help them when they ask for it. Instead of telling everyone how terrible you are, maybe, just maybe they’ll spread the word on how absolutely wonderful your company is.