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.

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

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15. Conventional Wisdom

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

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

26. Microsoft 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

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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

32. Photo Credit Recovering