The document discusses the importance of empathy in customer experience, highlighting its basics and distinctions between affective and cognitive empathy. It emphasizes the role of empathy in teams and product development, offering tools and concepts for enhancing customer relations. Additionally, it suggests proactive support and collaboration among various departments to create a positive digital customer experience.

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2. yEmpathy + Products
FullStory
@fullstory
fullstory.com
scott@fullstory.com
@scott_voigt

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

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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

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

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Why empathy?

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Google Trend
“Empathy”

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“Empathy”
“Customer Experience”

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

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

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affective empathy
vs.
cognitive empathy

15. 15https://psychology-tools.com/empathy-quotient/

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Chapter 2:
Empathy and Teams

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Empathy
Clarity
Bionics

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Founders
Customers

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Exec
Product & Engineering
Customers
Support
Sales

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

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All-hands Support

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Hugging

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“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

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Chapter 3:
Empathy and Products

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

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Imagine

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Session Replay

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(╯°□°)╯︵ ┻━┻

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Support
Engineering
M
arketing
A
ccount
M
gt
Product
Mgt
Customer Experience is a team sport

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Last week…

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Chapter 4:
Loose Ends

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

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Proactive Support

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Frustrated
Purposeful
Engaged
Confused
Teetering
Furious
Knowledgeable
Distracted

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A perfect digital customer experience

58. Thank you!
#opticon18