Modernize 2018: Using Empathy to Build Better Products, FullStory

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Modernize 2018: Using Empathy to Build Better Products presented by Scott Voigt, CEO, FullStory What would it take to get every team in your company focused on your customer’s experience? Sales, Product, Marketing, Support: how could each organization benefit from the ability to see your site through your users’ eyes? A great customer experience is no longer just “nice to have”, it will make or break your entire business. FullStory (the company) takes a customer-first approach to every aspect of its business using one true source of CX data—FullStory (the app!). In this talk, CEO Scott Voigt will describe how his company leads the field in customer empathy and turns that data-driven insight into the real-world results that matter: enthusiastically happy customers and exponential growth. ABOUT MODERNIZE 2018: Be a part of the future. Shape the customer experience with Accenture, Forrester, Qantas, REA, Intrepid and more -- and learn how leading organisations are harnessing their people, processes, and technologies to exceed customer’s expectations. Visit: https://www.optimizely.com/anz/modernize2018

Technology

1
Using Empathy to
Build Better Products
SCOTT VOIGT
CEO
FULLSTORY

yEmpathy + Products
A FullStory Story...
Optimizely Modernize 2018
05.16.2018
FullStory
@fullstory
fullstory.com
scott@fullstory.com
@scott_voigt

3
“That's why I'm different. I can sense the
slightest human suffering.”
- George Louis Costanza

4
This should be interactive. I will ask question. We all benefit if you chime in.
Also, perhaps bad jokes.
Boredom
No worries. No judgement. Do what you gotta do.
Distraction
Who is this clown? So Buzzwordy! Um, obviously.
Cynicism
I feel you...
Goal: Leave you with 1 or 2 tools you can take home with you
Hope

www.fullstory.com
6
Chapter 1: Empathy
The basics

11
Brené Brown on Empathy
https://www.youtube.com/watch?v=1Evwgu369Jw

12
“Empathy is feeling with people”
- Brené Brown
Scholar and Speaker

13
affective empathy
vs.
cognitive empathy

14https://psychology-tools.com/empathy-quotient/

www.fullstory.com
16
Chapter 2:
Empathy and Teams

19
Exec
Product & Engineering
Customers
Support
Sales

20
blog.fullstory.com/how-to-avoid-empathy-fatigue-on-your-support-team/

23
“Hugger is an amazing new kind of job that mixes
product management, marketing, communications,
support, account management, and – when you need
me to – deranged mad woman that puts even the
CEO in his place with impunity.”
- Jaclyn Spangler, Hugger

Any active empathy initiatives?
Any experience with all-hands support?
Willing to share your experience?
other ideas?
25
Question:

www.fullstory.com
26
Chapter 3:
Empathy and Products

30Frustration
Likelihoodtorecommend
ElatedFurious
Incremental Revenue
“They stink!”
“We love them.
You will, too!”

36
Support
Engineering
M
arketingAccount
M
gt
Product
Mgt
Customer Experience is a team sport

40
Game film
A semi-not-painful way to drive empathy
Ingredients: x-functional team, playback, popcorn, beer, scoresheet

Anyone using playback?
Willing to share your experience?
42
Question:

45
Frustrated
Purposeful
Engaged
Confused
Teetering
Furious
Knowledgeable
Distracted

46
A perfect digital customer experience

Thank you
A FullStory Story...
FullStory
@fullstory
fullstory.com
scott@fullstory.com
@scott_voigt

Anyone familiar with the Bible and Aesop’s fables already knows that stories are the oldest persuasive tool since the dawn of time. And now everybody from the The Wall Street Journal to LinkedIn is saying that storytelling will be the number one business skill needed in the next five years. That’s why you should run, don’t walk, to see the hands-on business storytelling workshop with Cynthia Hartwig, fiction writer and co-founder of Two Pens. Over the course of her career in advertising and social media, Cynthia Hartwig has honed the act of telling stories into a fun and practical art. She’ll lead you in a series of practice-makes-perfect exercises that will help you to persuade, excite, sell and sway people to your point of view. You’ll see how stories can be used in all kinds of business settings to communicate and connect with employees, customers, colleagues, partners, suppliers, and the media. You’ll learn the mechanics of telling a story with a beginning that hooks you, to a middle that builds tension, to a satisfying end. You’ll learn how to weave rich information (even numbers) with personal insights and emotional power and then experience the thrill of having an audience remember what you’ve said. Many writing exercises are included to help you tap into the mind’s unique hard-wiring that can create a story out of almost any experience.

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What would it take to get every team in your company focused on your customer's experience? Sales, Product, Marketing, Support: how could each team in your organization benefit from the ability to see your site through your users' eyes? A great customer experience is no longer just “nice to have”, it will make or break your entire business. FullStory (the company) takes a customers-first approach to every aspect of its business using a single source of customer data. In this talk, CEO Scott Voigt will describe how his company develops customer empathy and turns data-driven insight into the real-world results that matter: enthusiastically happy customers and exponential growth.

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Modernize 2018: Using Empathy to Build Better Products, FullStory

1. 1 Using Empathy to Build Better Products SCOTT VOIGT CEO FULLSTORY

2. yEmpathy + Products A FullStory Story... Optimizely Modernize 2018 05.16.2018 FullStory @fullstory fullstory.com scott@fullstory.com @scott_voigt

3. 3 “That's why I'm different. I can sense the slightest human suffering.” - George Louis Costanza

4. 4 This should be interactive. I will ask question. We all benefit if you chime in. Also, perhaps bad jokes. Boredom No worries. No judgement. Do what you gotta do. Distraction Who is this clown? So Buzzwordy! Um, obviously. Cynicism I feel you... Goal: Leave you with 1 or 2 tools you can take home with you Hope

5. 5

6. www.fullstory.com 6 Chapter 1: Empathy The basics

7. 7 Why empathy?

8. 8

9. 9 Google Trend “Empathy”

10. 10 “Empathy” “Customer Experience”

11. 11 Brené Brown on Empathy https://www.youtube.com/watch?v=1Evwgu369Jw

12. 12 “Empathy is feeling with people” - Brené Brown Scholar and Speaker

13. 13 affective empathy vs. cognitive empathy

14. 14https://psychology-tools.com/empathy-quotient/

15. 15

16. www.fullstory.com 16 Chapter 2: Empathy and Teams

17. 17 Empathy Clarity Bionics

18. 18 Founders Customers

19. 19 Exec Product & Engineering Customers Support Sales

20. 20 blog.fullstory.com/how-to-avoid-empathy-fatigue-on-your-support-team/

21. www.fullstory.com 21 All-hands Support

22. 22 Hugging

23. 23 “Hugger is an amazing new kind of job that mixes product management, marketing, communications, support, account management, and – when you need me to – deranged mad woman that puts even the CEO in his place with impunity.” - Jaclyn Spangler, Hugger

24. 24

25. Any active empathy initiatives? Any experience with all-hands support? Willing to share your experience? other ideas? 25 Question:

26. www.fullstory.com 26 Chapter 3: Empathy and Products

27. 27

28. 28

29. 29

30. 30Frustration Likelihoodtorecommend ElatedFurious Incremental Revenue “They stink!” “We love them. You will, too!”

31. 31 Imagine

32. 32 Session Replay

33. www.fullstory.com 33

34. www.fullstory.com 34

35. www.fullstory.com 35 (╯°□°)╯