You Learn More from Talking with Angry Customers: Transforming Customer Anger into Profit

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An emerging trend is listening to angry customers to get insight into prioritizing product development investments. Listening to happy, loyal customers is important, but they cant teach you everything you need to know. You learn more from talking with angry customers. Instead of the common reaction of handling, calming, and appeasing angry customers, some companies are learning how to listen to their screamers and profiting from it. They are proving they were listening by taking action and fixing things that matter to customers. In this talk I discuss the history of this trend, show how three big companies are adopting this technique, and give a case study of using this technique with a client.

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<ul><li><p>You Learn More from <br />Talking with Angry Customers: <br />Transforming Customer Anger into Profit </p><p>20Apr2010 Miamisburg Rotary Presentation</p><p>Twitter me: @darrenkall</p><p>Twitter this talk: #angrycustomer </p><p>KALL Consulting</p><p>Customer and User Experience Design and Strategy</p><p>Email: darrenkall@kallconsulting.com</p><p>LinkedIn: http://www.linkedin.com/in/darrenkall </p><p>Phone: +1 (937) 648-4966</p><p>Darren Kall</p></li><li><p>Where did I Learn about Angry Customers?</p><p>KALL Consulting</p><p>Customer and User Experience Design and Strategy</p><p>HumanEngineeringLabPartners</p></li><li><p>What is User Experience Design?</p><p>Business</p><p>Product </p><p>Development</p><p>Customer, users, installers, administrators, maintenance, etc.</p></li><li><p>What is User Experience Design?</p><p>Business</p><p>Product </p><p>Development</p><p>Customer, users, installers, administrators, maintenance, etc.</p></li><li><p>What is User Experience Design?</p><p>Business</p><p>Product </p><p>Development</p><p>Customer, users, installers, administrators, maintenance, etc.</p></li><li><p>INSIGHT</p><p>Customer Insight</p><p>User Research</p><p>Ideation</p><p>Workflow</p><p>Task flow</p><p>Activity Cycles</p><p>Pain points</p><p>Touch points</p><p>Journey map</p></li><li><p>INSIGHT</p><p>Customer Insight</p><p>User Research</p><p>Ideation</p><p>Workflow</p><p>Task flow</p><p>Activity Cycles</p><p>Pain points</p><p>Touch points</p><p>Journey map</p><p>INNOVATION</p><p>Design</p><p>User-friendly</p><p>Interaction design</p><p>Information Arch</p><p>Transformation</p><p>Specification</p><p>Design guidelines</p><p>Look and Feel</p><p>Development </p></li><li><p>INSIGHT</p><p>Customer Insight</p><p>User Research</p><p>Ideation</p><p>Workflow</p><p>Task flow</p><p>Activity Cycles</p><p>Pain points</p><p>Touch points</p><p>Journey map</p><p>INNOVATION</p><p>Design</p><p>User-friendly</p><p>Interaction design</p><p>Information Arch</p><p>Transformation</p><p>Specification</p><p>Design guidelines</p><p>Look and Feel</p><p>Development </p><p>IMPACT</p><p>Usability testing</p><p>A/B testing</p><p>Customer validation</p><p>Beta testing</p><p>Analytics</p><p>Evaluation</p><p>Measurements</p><p>Iterations</p></li><li><p>INSIGHT</p><p>Customer Insight</p><p>User Research</p><p>Ideation</p><p>Workflow</p><p>Task flow</p><p>Activity Cycles</p><p>Pain points</p><p>Touch points</p><p>Journey map</p><p>INNOVATION</p><p>Design</p><p>User-friendly</p><p>Interaction design</p><p>Information Arch</p><p>Transformation</p><p>Specification</p><p>Design guidelines</p><p>Look and Feel</p><p>Development </p><p>IMPACT</p><p>Usability testing</p><p>A/B testing</p><p>Customer validation</p><p>Beta testing</p><p>Analytics</p><p>Evaluation</p><p>Measurements</p><p>Iterations</p></li><li><p>Many companies ignore customers </p>angryhappycontent</li><li><p>Were OK. We have:</p>Good Business PeopleGood Sales and Marketing PeopleGood Customer Engagement PeopleGood User Experience (UX) PeopleCustomer Advisory BoardsVoice of the Customer InitiativesEtc.</li><li><p>Were OK. We have:</p>Good Business PeopleGood Sales and Marketing PeopleGood Customer Engagement PeopleGood User Experience (UX) PeopleCustomer Advisory BoardsVoice of the Customer InitiativesEtc.</li><li><p>Even the best customer-centric companies may ignore or shut down angry customers</p></li><li><p>Photo Credit</p></li><li><p>Conventional Wisdom</p></li><li><p>Handle Angry Customers</p></li><li><p>Deal with Angry Customers</p></li><li><p>Calm Down Angry Customers</p></li><li><p>Diffuse Angry Customers</p><p>10</p><p>7</p><p>6</p><p>4</p><p>?</p><p>?</p></li><li><p>Appease Angry Customers</p></li><li><p>The big secret:</p><p>You learn more from talking with angry customers.</p></li><li><p>Three Companies that Learned to talk with Angry Customers</p></li><li><p>Dominos: <br />Not Since Graduate School</p><p>Photo Credit</p></li><li><p>Dominos:<br />New crust, new sauce, new cheese</p><p>Photo Credit</p></li><li><p>Dominos:<br />New crust, new sauce, new cheese</p><p>14.3% Increase</p><p>Photo Credit</p></li><li><p>Microsoft</p><p>Photo Credit</p></li><li><p>Microsoft: <br />Windows 7 was my idea.</p><p>Photo Credit</p></li><li><p>Microsoft: <br />Windows 7 was my idea.</p><p>Photo Credit</p><p>234% Increase</p></li><li><p>Toyota:<br />I Own Two Toyotas</p><p>Photo Credit</p></li><li><p>Photo Credit</p></li><li><p>My New UX Hero: James Lentz Head of Toyota Motor Sales USA</p><p>We lost sight of our customers.</p><p>Complaint investigations focused too narrowly on technical without considering HOW consumers USED their vehicles.</p><p>Photo Credit</p></li><li><p>Photo Credit</p><p>Recovering</p></li><li><p>How-to Strategy<br />10,000 ft View</p><p>Talk with your screamers</p><p>Listen</p><p>No, really LISTEN (deeply)</p><p>Fix something that matters to customers</p><p>Test with users </p><p>Follow through</p></li><li><p>Process and Case Study</p><p>Because telling you how great something is in theory just isnt enough</p><p>Photo Credit</p></li><li><p>Case Study Background</p>Multinational client 13 countriesSales nose diving in 12 countriesComplaints risingCustomers switching</li><li><p>When we arrived </p><p>Three different groups </p><p>with three different new feature lists</p><p>Photo Credit</p><p>Photo Credit</p><p>Photo Credit</p></li><li><p>Talk with your screamers</p></li><li><p>Process</p>Send me to your screamersEx-customersEnraged customersRules:Im not there to win them backIm not there to fix the issueIm not there to negotiate discountsIm there to learn<p>Case Study</p>1:1 interviews with 5 customer companiesModerated interviews with ~30 customers, employees, and executives</li><li><p>Listen</p></li><li><p>Process</p>Your ego will get in the wayIf you think youre right youre not listeningApologize and get over it so you can listen<p>Case Study</p>User group meeting with 100 out of the top 500 angriest customers in angriest countryUser group meetings with smaller groups in other countries</li><li><p>No, really LISTEN (deeply)</p></li><li><p>Process</p>Conversations to get their perspectiveEthnographic 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<p>Case Study</p>Total &gt; 600 customer touch-pointsPersona segments, workflow mapsRoot cause chartProblem, Root Cause, SolutionsAnalyticsSales, Marketing, Customer Support, Account Management, etc.</li><li><p>Fix something that matters to customers</p></li><li><p>Process</p>Dont pick things because they are easyEasy for them does not mean easy for youThis will likely be hard workDont pick just one thingIt is about solving the problemShort-term, medium-term, long-termEmpower all employees to talk with customers<p>Case Study</p>Short term changesGood faith, cheap changesMiddle term changesImprovementsLong term changesConverted 60% of 10 month release to just fixing things that mattered to customersUsed some of the three original new feature lists</li><li><p>Test with users </p></li><li><p>Process</p>Test products with representative users before they are releasedFind user issues in the test and fix them before releaseOnly 62% of products are tested with users before releaseAnother view: 38% of products are being tested on paying customers! <p>Case Study</p>Concept validation in 13 countriesUsability studies on prototypesFound minor issues and fixed themFound market differences and customized </li><li><p>Follow through</p></li><li><p>Process</p>Dont just say it Do what you told customers you would do<p>Case Study</p>Made most of the changesInformed customers which ones NOT doingExisting customers turned around and stuck with companySales picked up again in all but one marketAdopted as new process</li><li><p>Conclusion</p>I now eat Dominos Pizza after 26 yearsI love Microsoft Windows 7I will buy another Toyota<p>Because they have learned </p><p>to listen to angry customers</p></li><li><p>Please rate my presentation on SpeakerRate.com</p>http://speakerrate.com/speakers/15597-darrenkall<p>Please view my slides on SlideShare.com</p>http://www.slideshare.net/DarrenKall<p>Thank you. Darren Kall</p><p>I am available, for free, to give this talk and others to your group or company. </p><p>darrenkall@kallconsulting.com </p><p>Im glad to help your company become more customer and user-centric. </p><p>*</p><p>Human</p><p>Engineering</p><p>Lab</p><p>Partners</p></li></ul>

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