Relay Foods sources local, organic food for thousands of clients each day. These customers use Relay to not only buy groceries, but also learn how their food is cultivated, and discover exciting new ways to prepare dishes.
Kailee, the Customer Happiness Manager at Relay Foods, ensures customers get the most out of their shopping experience. Kailee works alongside Maile, a Customer Happiness Representative, interacting with the company’s diverse user group on a daily basis. Together, the two provide answers to customer concerns, train customers on how to use RelayFoods.com, and give feedback to the product team about how to improve the customer experience.
As the voice of the customer, Kailee and Maile wanted to understand how customers were interacting with their site. While an audit log existed to track customers’ activity by order number, the method was light on information and was difficult to use. “We are so used to the system that it is obvious,” Kailee mentions, “But our customers are not as familiar with everything.”
Without FullStory, I had to rely on the customer’s interpretation of their issue. Now there is no confusion, because I can see exactly what happened and use my own understanding to interpret it.
When Kailee and Maile were shown FullStory by Relay Foods’ product team, they immediately asked for their own accounts. “It was an immediate improvement in being able to understand the user’s problems,” Maile says. “Without FullStory, I had to rely on the customer’s interpretation of their issue. Now there is no confusion, because I can see exactly what happened and use my own understanding to interpret it.” The Relay Foods team now uses FullStory to better understand concerned customers. “The search feature is so easy to use: I just enter a user’s ID or email address and their usage history pops right up,” says Kailee.
Along with improving the team’s understanding of customer concerns, FullStory also helps the team communicate better with customers. “We know exactly what they are experiencing and why,” Maile says. FullStory makes the support process more “seamless”, with each reported concern requiring fewer touches before resolution.
Bugs become apparent, and so do good experiences. It helps us empathize with our users.
FullStory also improves Relay Foods’ internal communications. Maile notes that she “sends a link directly to our tech team when there is an issue.” Instead of simply claiming that a customer is experiencing a bug, Kailee and Maile can advocate for their customers with clear, visible evidence. “When it appears customers are experiencing a variety of issues, sometimes we will simply gather as a team to watch a number of sessions,” Kailee says, “Bugs become apparent, and so do good experiences. It helps us empathize with our users.”
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