You learn more from talking with angry customers
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This document discusses how companies can learn from angry customers to improve products and drive business results. It provides examples of companies like Domino's Pizza, Microsoft, and Toyota that transformed customer anger into profits by listening to angry feedback and making changes. The author advocates for a strategy called "Send us to your screamers" which involves directly talking to and listening to angry customers without trying to appease them. This allows companies to deeply understand the root causes of customer anger and fix the issues that truly matter to improve the customer experience. The document also describes a case study where this approach was used with an international client to turn around declining sales and rising complaints by focusing on solving customer problems.
You learn more from talking with angry customers
- 1. 1 CustomerReview UX Anger You Learn More from Talking with Angry Customers: Transforming Customer Anger into Profit Darren Kall @darrenkall KALL Consulting #angrycustomer #ux customer and user experience design and strategy 1-hour version: 8Feb2012 © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 1
- 2. 2 KALL Consulting CustomerReview UX Anger customer and user experience design and strategy Insight Innovation Impact Research Design Evaluation Product UX Design & Improve Product UX M&A UX PI UX Merger & Acquisition Product Integration User Experience User Experience Sec UX Strategic UX Security Strategic UX User Experience Management © Kall Consulting 2012 --- +1 937-648-4966 --- darrenkall@kallconsulting.com 2
- 3. 3 Darren Kall - Bio CustomerReview UX Anger Human Engineering Lab Partners KALL Consulting Customer and User Experience Design and Strategy © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 3
- 4. 4 Truth Sad CustomerReview UX Anger Many companies ignore customers • Angry • Happy • Content • Etc. © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 4
- 5. 5 “We’re OK” CustomerReview UX Anger They think: “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.” © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 5
- 6. 6 “We’re OK” CustomerReview UX Anger They think: “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.” © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 6
- 7. 7 Humility CustomerReview UX Anger Even the best customer-centric businesses may ignore or shut down angry customers. © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 7
- 8. 8 CustomerReview UX Anger © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 8
- 9. 9 Conventional Wisdom CustomerReview UX Anger © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 9
- 10. 10 Conventional Wisdom CustomerReview UX Anger Handle Angry Customers © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 10
- 11. 11 Conventional Wisdom CustomerReview UX Anger Deal with Angry Customers © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 11
- 12. 12 Conventional Wisdom CustomerReview UX Anger Calm Down Angry Customers © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 12
- 13. 13 Conventional Wisdom CustomerReview UX Anger Diffuse Angry Customers 10 7 6 4 ? ? © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 13
- 14. 14 Conventional Wisdom CustomerReview UX Anger Appease Angry Customers © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 14
- 15. 15 Shhhh! CustomerReview UX Anger The big secret: You learn more from talking with angry customers. © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 15
- 16. 16 Examples CustomerReview UX Anger Three Companies that Learned to talk with Angry Customers © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 16
- 17. 17 Domino’s CustomerReview UX Anger Not Since Graduate School © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 17
- 18. 18 Domino’s CustomerReview UX Anger New crust, new sauce, new cheese © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 18
- 19. 19 Domino’s CustomerReview UX Anger New crust, new sauce, new cheese 14.3% Increase © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 19
- 20. 20 Microsoft CustomerReview UX Anger Blue Screen of Death © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 20
- 21. 21 Microsoft CustomerReview UX Anger Windows 7 was my idea. © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 21
- 22. 22 Microsoft CustomerReview UX Anger Windows 7 was my idea. 234% Increase © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 22
- 23. 23 Toyota CustomerReview UX Anger I Own Two Toyotas © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 23
- 24. 24 TITLE> <PAGE CustomerReview UX Anger © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 24
- 25. 25 New UX Hero: James Lentz UX Review My <PAGE TITLE> Customer Anger 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.” © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 25
- 26. 26 TITLE> <PAGE CustomerReview UX Anger Recoverin g © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 26 Photo Credit
- 27. 27 One Technique Only CustomerReview UX Anger Send us to your screamers ™ Insight Innovation Impact Research Design Evaluation INSIGHT INNOVATION IMPACT Customer Insight Design Usability testing User Research User-friendly A/B testing Ideation Interaction design Customer validation Workflow Information Arch Beta testing Task flow Transformation Analytics Activity Cycles Specification Evaluation Pain points Design guidelines Measurements Touch points Look and Feel Iterations Journey map Development Etc. Etc. Etc. © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 27
- 28. 28 Strategy CustomerReview UX Anger Send us to your screamers™ How-to: 10,000 ft View 1. Talk with your screamers 2. Listen 3. No, really LISTEN (deeply) 4. Fix something that matters to customers 5. Test with users 6. Follow through © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 28
- 29. 29 both? Why CustomerReview UX Anger Process and Case Study Because telling you how great something is in theory just isn’t enough © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 29
- 30. 30 Background CustomerReview UX Anger Case Study • Multinational client – 13 countries • Sales nose diving in 12 countries • Complaints rising • Customers switching © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 30
- 31. 31 War Feature CustomerReview UX Anger When we arrived … Three different groups with three different new feature lists © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 31
- 32. 32 1. Step CustomerReview UX Anger Talk with your screamers © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 32
- 33. 33 with your screamers Talk CustomerReview UX Anger Process Case Study • “Send us to your • 1:1 interviews with 5 screamers” ™ customer companies – Ex-customers • Moderated interviews – Enraged customers with ~30 customers, • Rules: employees, and – I’m not there to win them executives back – I’m not there to “fix” the issue – I’m not there to negotiate discounts – I’m there to learn © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 33
- 34. 34 2. Step CustomerReview UX Anger Listen © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 34
- 35. 35 Listen CustomerReview UX Anger Process Case Study • Your ego will get in the • User group meeting way with 100 out of the top • If you think you’re right 500 angriest customers – you’re not listening in angriest country • Apologize and get over • User group meetings it so you can listen with smaller groups in other countries © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 35
- 36. 36 3. Step CustomerReview UX Anger No, really LISTEN (deeply) © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 36
- 37. 37 really LISTEN (deeply) No, CustomerReview UX Anger Process Case Study • Conversations to get their • Total > 600 customer touch- perspective points • Ethnographic user research • Persona segments, to understand their workflow maps workflow, pain points, etc. • Root cause chart • Build persona profiles to – Problem, Root Cause, understand deeply their Solutions motivations, skills, etc. • Analytics • Root cause analysis to • Sales, Marketing, Customer understand how you anger Support, Account them Management, etc. © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 37
- 38. 38 Root-cause Charting CustomerReview UX Anger © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 38
- 39. 39 4. Step CustomerReview UX Anger Fix something that matters to customers © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 39
- 40. 40 something that matters to customers Fix CustomerReview UX Anger Process Case Study • Don’t pick things because • Short term changes they are easy – Good faith, cheap changes – Easy for them does not • Middle term changes mean easy for you – Improvements – This will likely be hard work • Long term changes • Don’t pick just one thing – Converted 60% of 10 month – It is about solving the release to just fixing things problem that mattered to customers – Short-term, medium-term, – Used some of the three long-term original new feature lists – Empower all employees to talk with customers © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 40
- 41. 41 5. Step CustomerReview UX Anger Test with users © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 41
- 42. 42 with users Test CustomerReview UX Anger Process Case Study • Test products with • Concept validation in 13 representative users before countries they are released • Usability studies on • Find user issues in the test prototypes and fix them before release • Found minor issues and • Only 62% of products are fixed them tested with users before • Found market differences release and customized • Another view: 38% of products are being tested on paying customers! © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 42
- 43. 43 6. Step CustomerReview UX Anger Follow through © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 43
- 44. 44 through Follow CustomerReview UX Anger Process Case Study • Don’t just say it • Made most of the changes • Do what you told customers • Informed customers which you would do ones NOT doing • Existing customers turned around and stuck with company • Sales picked up again in all but one market • Adopted as new process © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 44
- 45. 45 End CustomerReview UX Anger Conclusion The • 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 © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 45
- 46. 46 You Thank CustomerReview UX Anger Darren Kall • darrenkall@kallconsulting.com • http://www.linkedin.com/in/darrenkall • @darrenkall • +1 (937) 648-4966 We’re glad to help your company become more customer and user-centric. © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 46
- 47. 47 Credits Photo CustomerReview UX Anger Name Link Yeller http://www.freerecycling.ca/computerrepair/index.php Cardboard Dominos http://www.queerinmysoup.com/2009/12/dominos-1-large-1-topping-cardboard.html Dominos ad http://www.dominos.com/ http://2.bp.blogspot.com/_T0aJhHFtRNs/TH5S4jtj4FI/AAAAAAAAAG0/WFGk1GLli_8/s1600/windows_xp_b BSOD sod.png Win7 My idea http://theinspirationroom.com/daily/2009/windows-7-and-1-billion-ideas/ http://image.superchevy.com/f/chevy-news/unexpected-acceleration-problems-with-toyota- Prius wreck prius/17736526/wrecked-prius.jpg James Lentz http://www.2space.net/news/article/262020-1267012808/ Sad sandwich http://www.thewvsr.com/adsvsreality.htm Feature list one http://gambit.mit.edu/updates/assets_c/2009/10/Feature_List-1590.php Feature list two http://arstechnica.com/old/content/2007/11/early-windows-7-feature-list-leaked-to-the-public.ars Feature list three http://myyearwithoutclothesshopping.com/mystory/pack-it-baby/ Company logos Various company websites © Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- darrenkall@kallconsulting.com 47