While you build a product with a certain function in mind, how your users engage with the product “in the wild” can be a mystery.

FullStory sheds light on the user mystery through session replay, smartly surfacing Rage Clicks (or dead and error clicks), and making searching and segmenting users rapid and smart. All in the name of a better customer experience.

Sometimes a bit more is required. Sometimes it makes sense to simply ask your users, “How are you using our product? What is the job you hope to get done (with our product)? What is an example of how you’re using it?”

Asking these types of questions can take you one step closer to getting the full story of your customer experience — straight from the horse’s mouth!

On NomNom — Using FullStory to Bring Context to Customer Feedback.

Today’s FullStory user story comes from Sofia at NomNom.it.

If you’re not familiar with NomNom, they offer a tool that aggregates customer feedback from multiple channels and puts it all into one place, helping designers and product managers track user issues, feedback, and requests. Once these conversations are in one place, NomNom can help teams collaborate on the feedback.

The expression that “content is king” originated with Bill Gates over twenty years ago in early 1996. Gates spoke about how the Internet would bring forth content in ways that would change the world.

Some of the most important content a company acquires is through customer feedback. When customers take the time to share an experience, positive or negative, they are hoping to start a sort of conversation. It is a company’s job to listen and respond to customer content, either directly or (perhaps more likely) through improving the product or customer experience. Clearly, NomNom is working towards advancing those types of conversations.

The problem, however, is that customer feedback submitted over the web is almost always devoid of any context. What was the customer experiencing precisely that drove them to submit feedback?

And that’s one area where FullStory was able to help. Sofia shared with us that NomNom is using FullStory to bring context to customer feedback:

[Our engineering team uses] FullStory to understand context … FullStory helps us make sure we fully understand what customers are saying to us beyond their description or feedback.

It works all the way round, too. We use NomNom to centralise all our customer feedback. Once we start seeing a lot of requests or complaints about a specific topic, we go to FullStory and watch the sessions of the people who reported the issue … That way we understand [why they say] what they say and [why they did] what they did — and make sure we do something about it.

FullStory adds context to content, which helps NomNom close the loop on their customer feedback. Context and content are a powerful combination — perhaps that’s why at least one person (Gary Vaynerchuk) is saying that while content is King, context is God. When it comes to understanding customer feedback, your best chance for success is when you have both.

In addition to the engineering department’s use of FullStory, NomNom’s UX designer is also making heavy use of FullStory. Here’s Sofia again on how:

Our product designer uses FullStory almost every day … looking for patterns and ways people are using — or not using — some of our recent features. We use Trello to execute on our roadmap, and every card that has to do with development or design has a link to FullStory and a link to NomNom. We make sure every team member has enough context behind the decisions we are making.

Once again, it’s all about the context!

Thanks for sharing, Sofia!

Read more FullStory use-cases or share your own: email thefuture@fullstory.com!