Let Your Customers Do the Talking: The Real Value of User-Generated Content
You learn more from talking with angry customers
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Transcript of You learn more from talking with angry customers
UX Review1 Customer Anger
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You Learn More from Talking with Angry Customers:
Transforming Customer Anger into Profit
Darren Kall
KALL Consultingcustomer and user experience design and strategy
1-hour version: 8Feb2012
© Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- [email protected]
@darrenkall
#angrycustomer #ux
UX Review2 Customer Anger
2© Kall Consulting 2012 --- +1 937-648-4966 --- [email protected]
KALL Consultingcustomer and user experience design and strategy
Insight
ResearchInnovation
DesignImpact
Evaluation
M&A UXMerger & Acquisition User Experience
PI UXProduct Integration User Experience
Strategic UXStrategic UX Management
Sec UXSecurityUser Experience
Product UXDesign & Improve Product UX
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Darren Kall - Bio
© Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- [email protected]
HumanEngineeringLabPartners
KALL ConsultingCustomer and User Experience Design and Strategy
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Sad Truth
Many companies ignore customers• Angry• Happy• Content• Etc.
© Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- [email protected]
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“We’re OK”
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 --- [email protected]
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“We’re OK”
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 --- [email protected]
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Humility
Even the best customer-centric businesses may ignore or shut down angry customers.
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Conventional Wisdom
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Conventional Wisdom
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Handle Angry Customers
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Conventional Wisdom
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Deal with Angry Customers
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Conventional Wisdom
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Calm Down Angry Customers
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Conventional Wisdom
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Diffuse Angry Customers10
76
4?
?
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Conventional Wisdom
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Appease Angry Customers
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Shhhh!
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The big secret:
You learn more from talking with angry customers.
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Examples
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Three Companies that Learned to talk with Angry Customers
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Domino’s
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Not Since Graduate School
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Domino’s
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New crust, new sauce, new cheese
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Domino’s
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New crust, new sauce, new cheese
14.3% Increase
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Microsoft
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Blue Screen of Death
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Microsoft
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Windows 7 was my idea.
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Microsoft
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Windows 7 was my idea.
234% Increase
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Toyota
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I Own Two Toyotas
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<PAGE TITLE>
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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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<PAGE TITLE>
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Recovering
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Only One Technique
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Insight
ResearchInnovation
DesignImpact
Evaluation
INSIGHTCustomer InsightUser ResearchIdeationWorkflowTask flowActivity CyclesPain pointsTouch pointsJourney mapEtc.
INNOVATIONDesignUser-friendlyInteraction designInformation ArchTransformationSpecificationDesign guidelinesLook and FeelDevelopment Etc.
IMPACTUsability testingA/B testingCustomer validationBeta testingAnalyticsEvaluationMeasurementsIterationsEtc.
Send us to your screamers ™
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Strategy
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Send us to your screamers™How-to: 10,000 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
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Why both?
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Process and Case Study
Because telling you how great something is in theory just isn’t enough
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Background
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Case Study
• Multinational client – 13 countries• Sales nose diving in 12 countries• Complaints rising• Customers switching
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Feature War
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When we arrived …Three different groups
with three different new feature lists
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Step 1.
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Talk with your screamers
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Talk with your screamers
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Process• “Send us 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
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Step 2.
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Listen
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Listen
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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
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Step 3.
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No, really LISTEN (deeply)
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No, really LISTEN (deeply)
© Kall Consulting 2012 --- Proprietary and Confidential --- +1 937-648-4966 --- [email protected]
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.
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Root-cause Charting
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Step 4.
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Fix something that matters to customers
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Fix something that matters to customers
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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
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Step 5.
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Test with users
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Test with users
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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
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Step 6.
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Follow through
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Follow through
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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
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The End
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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
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Thank You
Darren Kall• [email protected]• 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 --- [email protected]
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Photo CreditsName 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/
BSODhttp://2.bp.blogspot.com/_T0aJhHFtRNs/TH5S4jtj4FI/AAAAAAAAAG0/WFGk1GLli_8/s1600/windows_xp_bsod.png
Win7 My idea http://theinspirationroom.com/daily/2009/windows-7-and-1-billion-ideas/
Prius wreckhttp://image.superchevy.com/f/chevy-news/unexpected-acceleration-problems-with-toyota-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
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