Download - You Learn More from Talking with Angry Customers: Transforming Customer Anger into Profit
You Learn More from
Talking with Angry Customers: Transforming Customer Anger into Profit
20Apr2010 – Miamisburg Rotary PresentationTwitter me: @darrenkallTwitter this talk: #angrycustomer
KALL ConsultingCustomer and User Experience Design and Strategy
Email: [email protected]: http://www.linkedin.com/in/darrenkall Phone: +1 (937) 648-4966
Darren Kall
Where did I Learn about Angry Customers?
HumanEngineeringLabPartners
KALL ConsultingCustomer and User Experience Design and Strategy
What is User Experience Design?
BusinessProduct Development
Customer, users, installers, administrators, maintenance, etc.
What is User Experience Design?
BusinessProduct Development
Customer, users, installers, administrators, maintenance, etc.
What is User Experience Design?
BusinessProduct Development
Customer, users, installers, administrators, maintenance, etc.
INSIGHTCustomer InsightUser ResearchIdeationWorkflowTask flowActivity CyclesPain pointsTouch pointsJourney map
INSIGHTCustomer InsightUser ResearchIdeationWorkflowTask flowActivity CyclesPain pointsTouch pointsJourney map
INNOVATIONDesignUser-friendlyInteraction designInformation ArchTransformationSpecificationDesign guidelinesLook and FeelDevelopment
INSIGHTCustomer InsightUser ResearchIdeationWorkflowTask flowActivity CyclesPain pointsTouch pointsJourney map
INNOVATIONDesignUser-friendlyInteraction designInformation ArchTransformationSpecificationDesign guidelinesLook and FeelDevelopment
IMPACTUsability testingA/B testingCustomer validationBeta testingAnalyticsEvaluationMeasurementsIterations
INSIGHTCustomer InsightUser ResearchIdeationWorkflowTask flowActivity CyclesPain pointsTouch pointsJourney map
INNOVATIONDesignUser-friendlyInteraction designInformation ArchTransformationSpecificationDesign guidelinesLook and FeelDevelopment
IMPACTUsability testingA/B testingCustomer validationBeta testingAnalyticsEvaluationMeasurementsIterations
Many companies ignore customers – angry– happy– content
“We’re OK. We have:• Good Business People• Good Sales and Marketing People• Good Customer Engagement People• Good User Experience (UX) People• Customer Advisory Boards• Voice of the Customer Initiatives• Etc.”
“We’re OK. We have:• Good Business People• Good Sales and Marketing People• Good Customer Engagement People• Good User Experience (UX) People• Customer Advisory Boards• Voice of the Customer Initiatives• Etc.”
Even the best customer-centric companies may ignore or shut down angry customers
Conventional Wisdom
Handle Angry Customers
Deal with Angry Customers
Calm Down Angry Customers
Diffuse Angry Customers
107
6
4
??
Appease Angry Customers
The big secret:
You learn more from talking with angry customers.
Three Companies that Learned to talk with Angry Customers
Domino’s: Not Since Graduate School
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Microsoft
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Microsoft: Windows 7 was my idea.
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Microsoft: Windows 7 was my idea.
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234% Increase
Toyota:I Own Two Toyotas
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My New UX Hero: James Lentz Head of Toyota Motor Sales USA
“We lost sight of our customers.”
“Complaint investigations focused too narrowly on technical without considering HOW consumers USED their vehicles.”
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Recovering
How-to Strategy10,000 ft View
1. Talk with your screamers2. Listen3. No, really LISTEN (deeply)4. Fix something that matters to
customers5. Test with users 6. Follow through
Process and Case Study
Because telling you how great something is in theory just isn’t enough
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Case Study Background
• Multinational client – 13 countries• Sales nose diving in 12 countries• Complaints rising• Customers switching
When we arrived …Three different groups
with three different new feature lists
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Talk with your screamers
Process• “Send me to your
screamers”– Ex-customers– Enraged customers
• Rules:– I’m not there to win
them back– I’m not there to
“fix” the issue– I’m not there to
negotiate discounts– I’m there to learn
Case Study• 1:1 interviews with
5 customer companies
• Moderated interviews with ~30 customers, employees, and executives
Listen
Process• Your ego will get in
the way• If you think you’re
right – you’re not listening
• Apologize and get over it so you can listen
Case Study• User group
meeting with 100 out of the top 500 angriest customers in angriest country
• User group meetings with smaller groups in other countries
No, really LISTEN (deeply)
Process• Conversations to get
their perspective• Ethnographic user
research to understand their workflow, pain points, etc.
• Build persona profiles to understand deeply their motivations, skills, etc.
• Root cause analysis to understand how you anger them
Case Study• Total > 600 customer
touch-points• Persona segments,
workflow maps• Root cause chart
– Problem, Root Cause, Solutions
• Analytics• Sales, Marketing,
Customer Support, Account Management, etc.
Fix something that matters to customers
Process• Don’t pick things
because they are easy– Easy for them does not
mean easy for you– This will likely be hard
work
• Don’t pick just one thing– It is about solving the
problem– Short-term, medium-
term, long-term– Empower all employees
to talk with customers
Case Study• Short term changes
– Good faith, cheap changes
• Middle term changes– Improvements
• Long term changes– Converted 60% of 10
month release to just fixing things that mattered to customers
– Used some of the three original new feature lists
Test with users
Process• Test products with
representative users before they are released
• Find user issues in the test and fix them before release
• Only 62% of products are tested with users before release
• Another view: 38% of products are being tested on paying customers!
Case Study• Concept validation in
13 countries• Usability studies on
prototypes• Found minor issues
and fixed them• Found market
differences and customized
Follow through
Process• Don’t just say it • Do what you told
customers you would do
Case Study• Made most of the
changes• Informed customers
which ones NOT doing• Existing customers
turned around and stuck with company
• Sales picked up again in all but one market
• Adopted as new process
Conclusion
• I now eat Domino’s Pizza after 26 years• I love Microsoft Windows 7• I will buy another Toyota
Because they have learned to listen to angry customers
Please rate my presentation on SpeakerRate.com• http://speakerrate.com/speakers/15597-darrenk
allPlease view my slides on SlideShare.com
• http://www.slideshare.net/DarrenKall
Thank you. Darren Kall
I am available, for free, to give this talk and others to your group or company.
I’m glad to help your company become more customer and user-centric.
