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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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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17. www.fullstory.com
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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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26. www.fullstory.com
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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

33. www.fullstory.com
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(╯°□°)╯︵ ┻━┻

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

37. www.fullstory.com
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41. www.fullstory.com
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Last week…

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46. www.fullstory.com
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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