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.

TRANSCRIPT

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

    20Apr2010 Miamisburg Rotary Presentation

    Twitter me: @darrenkall

    Twitter this talk: #angrycustomer

    KALL Consulting

    Customer and User Experience Design and Strategy

    Email: darrenkall@kallconsulting.com

    LinkedIn: http://www.linkedin.com/in/darrenkall

    Phone: +1 (937) 648-4966

    Darren Kall

  • Where did I Learn about Angry Customers?

    KALL Consulting

    Customer and User Experience Design and Strategy

    HumanEngineeringLabPartners

  • What is User Experience Design?

    Business

    Product

    Development

    Customer, users, installers, administrators, maintenance, etc.

  • What is User Experience Design?

    Business

    Product

    Development

    Customer, users, installers, administrators, maintenance, etc.

  • What is User Experience Design?

    Business

    Product

    Development

    Customer, users, installers, administrators, maintenance, etc.

  • INSIGHT

    Customer Insight

    User Research

    Ideation

    Workflow

    Task flow

    Activity Cycles

    Pain points

    Touch points

    Journey map

  • INSIGHT

    Customer Insight

    User Research

    Ideation

    Workflow

    Task flow

    Activity Cycles

    Pain points

    Touch points

    Journey map

    INNOVATION

    Design

    User-friendly

    Interaction design

    Information Arch

    Transformation

    Specification

    Design guidelines

    Look and Feel

    Development

  • INSIGHT

    Customer Insight

    User Research

    Ideation

    Workflow

    Task flow

    Activity Cycles

    Pain points

    Touch points

    Journey map

    INNOVATION

    Design

    User-friendly

    Interaction design

    Information Arch

    Transformation

    Specification

    Design guidelines

    Look and Feel

    Development

    IMPACT

    Usability testing

    A/B testing

    Customer validation

    Beta testing

    Analytics

    Evaluation

    Measurements

    Iterations

  • INSIGHT

    Customer Insight

    User Research

    Ideation

    Workflow

    Task flow

    Activity Cycles

    Pain points

    Touch points

    Journey map

    INNOVATION

    Design

    User-friendly

    Interaction design

    Information Arch

    Transformation

    Specification

    Design guidelines

    Look and Feel

    Development

    IMPACT

    Usability testing

    A/B testing

    Customer validation

    Beta testing

    Analytics

    Evaluation

    Measurements

    Iterations

  • Many companies ignore customers

    angryhappycontent
  • Were OK. We have:

    Good Business PeopleGood Sales and Marketing PeopleGood Customer Engagement PeopleGood User Experience (UX) PeopleCustomer Advisory BoardsVoice of the Customer InitiativesEtc.
  • Were OK. We have:

    Good Business PeopleGood Sales and Marketing PeopleGood Customer Engagement PeopleGood User Experience (UX) PeopleCustomer Advisory BoardsVoice of the Customer InitiativesEtc.
  • Even the best customer-centric companies may ignore or shut down angry customers

  • Photo Credit

  • Conventional Wisdom

  • Handle Angry Customers

  • Deal with Angry Customers

  • Calm Down Angry Customers

  • Diffuse Angry Customers

    10

    7

    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

  • Dominos:
    Not Since Graduate School

    Photo Credit

  • Dominos:
    New crust, new sauce, new cheese

    Photo Credit

  • Dominos:
    New crust, new sauce, new cheese

    14.3% Increase

    Photo Credit

  • Microsoft

    Photo Credit

  • Microsoft:
    Windows 7 was my idea.

    Photo Credit

  • Microsoft:
    Windows 7 was my idea.

    Photo Credit

    234% Increase

  • Toyota:
    I Own Two Toyotas

    Photo Credit

  • Photo Credit

  • 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.

    Photo Credit

  • Photo Credit

    Recovering

  • How-to Strategy
    10,000 ft View

    Talk with your screamers

    Listen

    No, really LISTEN (deeply)

    Fix something that matters to customers

    Test with users

    Follow through

  • Process and Case Study

    Because telling you how great something is in theory just isnt enough

    Photo Credit

  • Case Study Background

    Multinational client 13 countriesSales nose diving in 12 countriesComplaints risingCustomers switching
  • When we arrived

    Three different groups

    with three different new feature lists

    Photo Credit

    Photo Credit

    Photo Credit

  • Talk with your screamers

  • Process

    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

    Case Study

    1:1 interviews with 5 customer companiesModerated interviews with ~30 customers, employees, and executives
  • Listen

  • Process

    Your ego will get in the wayIf you think youre right youre not listeningApologize and get over it so you can listen

    Case Study

    User group meeting with 100 out of the top 500 angriest customers in angriest countryUser group meetings with smaller groups in other countries
  • No, really LISTEN (deeply)

  • Process

    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

    Case Study

    Total > 600 customer touch-pointsPersona segments, workflow mapsRoot cause chartProblem, Root Cause, SolutionsAnalyticsSales, Marketing, Customer Support, Account Management, etc.
  • Fix something that matters to customers

  • Process

    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

    Case Study

    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
  • Test with users

  • Process

    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!

    Case Study

    Concept validation in 13 countriesUsability studies on prototypesFound minor issues and fixed themFound market differences and customized
  • Follow through

  • Process

    Dont just say it Do what you told customers you would do

    Case Study

    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
  • Conclusion

    I now eat Dominos Pizza after 26 yearsI love Microsoft Windows 7I 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-darrenkall

    Please 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.

    darrenkall@kallconsulting.com

    Im glad to help your company become more customer and user-centric.

    *

    Human

    Engineering

    Lab

    Partners

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