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.
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8. 8 CustomerReview
UX Anger
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9. 9
Conventional Wisdom
CustomerReview
UX Anger
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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
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13. 13
Conventional Wisdom
CustomerReview
UX Anger
Diffuse Angry Customers
10
7
6
4
?
?
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14. 14
Conventional Wisdom
CustomerReview
UX Anger
Appease Angry Customers
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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
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18. 18
Domino’s
CustomerReview
UX Anger
New crust, new sauce, new cheese
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19. 19
Domino’s
CustomerReview
UX Anger
New crust, new sauce, new cheese
14.3%
Increase
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20. 20
Microsoft
CustomerReview
UX Anger
Blue Screen of Death
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21. 21
Microsoft
CustomerReview
UX Anger
Windows 7 was my idea.
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22. 22
Microsoft
CustomerReview
UX Anger
Windows 7 was my idea.
234%
Increase
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23. 23
Toyota
CustomerReview
UX Anger
I Own Two Toyotas
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24. 24 TITLE>
<PAGE
CustomerReview
UX Anger
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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
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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.
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38. 38
Root-cause Charting
CustomerReview
UX Anger
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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