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

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Darren Kall
Darren Kall

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 can’t 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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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: [email_address] 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
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 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
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
Domino’s: 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 isn’t enough Photo Credit
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 Photo Credit Photo Credit Photo Credit
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-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. [email_address] I’m glad to help your company become more customer and user-centric.

More Related Content

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

  • 1. 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: [email_address] LinkedIn: http://www.linkedin.com/in/darrenkall Phone: +1 (937) 648-4966 Darren Kall
  • 2. Where did I Learn about Angry Customers? KALL Consulting Customer and User Experience Design and Strategy
  • 3. What is User Experience Design? Business Product Development Customer, users, installers, administrators, maintenance, etc.
  • 4. What is User Experience Design? Business Product Development Customer, users, installers, administrators, maintenance, etc.
  • 5. What is User Experience Design? Business Product Development Customer, users, installers, administrators, maintenance, etc.
  • 6. INSIGHT Customer Insight User Research Ideation Workflow Task flow Activity Cycles Pain points Touch points Journey map
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. Many companies ignore customers angry happy content
  • 11. “ 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.”
  • 12. “ 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.”
  • 13. Even the best customer-centric companies may ignore or shut down angry customers
  • 16. Handle Angry Customers
  • 17. Deal with Angry Customers
  • 18. Calm Down Angry Customers
  • 19. Diffuse Angry Customers 10 7 6 4 ? ?
  • 20. Appease Angry Customers
  • 21. The big secret: You learn more from talking with angry customers.
  • 22. Three Companies that Learned to talk with Angry Customers
  • 23. Domino’s: Not Since Graduate School Photo Credit
  • 24. Dominos: New crust, new sauce, new cheese Photo Credit
  • 25. Dominos: New crust, new sauce, new cheese 14.3% Increase Photo Credit
  • 27. Microsoft: Windows 7 was my idea. Photo Credit
  • 28. Microsoft: Windows 7 was my idea. Photo Credit 234% Increase
  • 29. Toyota: I Own Two Toyotas Photo Credit
  • 31. 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
  • 33. 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
  • 34. Process and Case Study Because telling you how great something is in theory just isn’t enough Photo Credit
  • 35. Case Study Background Multinational client – 13 countries Sales nose diving in 12 countries Complaints rising Customers switching
  • 36. When we arrived … Three different groups with three different new feature lists Photo Credit Photo Credit Photo Credit
  • 37. Talk with your screamers
  • 38. 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
  • 40. 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
  • 41. No, really LISTEN (deeply)
  • 42. 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.
  • 43.  
  • 44. Fix something that matters to customers
  • 45. 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
  • 47. 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
  • 49. 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
  • 50. 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
  • 51. 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. [email_address] I’m glad to help your company become more customer and user-centric.