Fullstory is a behavioral data company that captures and analyzes user behavior on websites and mobile apps to help businesses improve user experience, optimize conversions, and personalize digital journeys. Pulse 2.0 interviewed Fullstory Chief Customer Officer Adam Spisak to gain a deeper understanding of the company.
Adam Spisak’s Background
Could you tell me more about your background? Spisak said:
“As Chief Customer Officer at Fullstory, I focus on driving measurable outcomes for customers by harnessing the power of user behavioral data. With a passion for aligning teams around customer value, I believe behavioral insights are THE key to transforming digital interactions into exceptional experiences.”
“Before joining Fullstory, I led global customer success at ServiceTitan, scaling high-performing teams and driving customer-fueled growth at a fast-growing SaaS company. Prior to that, I had the privilege of leading customer value teams across North American portfolios at Celonis and also spent nearly a decade at JAGGAER, helping to lead its rapid global expansion and shaping strategies that made customer success a core driver of business growth.”
“At Fullstory, I focus on helping customers unlock real value by turning user behavioral data into meaningful insights that drive better experiences and fuel business growth. It’s about bringing teams together around a shared goal of putting the customer first and building customer success programs that scale as we grow. I also ensure the customer has a voice at the leadership table to help shape product direction and strategy based on what users truly need.”
Core Products
What are the company’s core products and features? How has the company evolved? Spisak explained:
“Fullstory leverages AI to turn behavioral data and product analytics into insights and actions that elevate digital experiences. Bringing our expertise and working with amazing brands across multiple industries, we have a perspective on the best method to adopt Fullstory into each customer’s unique environment, beginning with core features like session replays, heatmaps, and frustration signals. Fullstory empowers organizations to better understand user behavior and deliver personalized digital experiences. Most recently, Fullstory released StoryAI, a collection of proprietary AI agents that help teams quickly make sense of complex user behavior—no more sifting through endless session summaries or building reports by hand. With StoryAI, teams can quickly see where users are getting stuck, predict what they’ll do next, and spot issues before they escalate, allowing for the best course of action. Notably, JetBlue is a StoryAI user. According to their Manager of IT Digital Operations, StoryAI helps them instantly identify user pain points, saving time, improving decision-making, and enabling the team to resolve friction for a better customer experience quickly.”
“Additionally, our Workforce solution gives organizations a clear view of how employees use internal tools. That means they can simplify workflows, reduce unused apps, and give teams the context they need to move faster. For companies with thousands of employees, it also helps pinpoint which tools are getting real use and which ones can be consolidated or retired.”
Challenges Faced
Have you faced any challenges in your sector of work recently? Spisak acknowledged:
“Tech spend is always under scrutiny, and customers are swinging between spending early to beat rising prices and abruptly pulling back spending. Staying in tune with customer behavior has never been more complex and critical. That’s where behavioral data becomes essential, giving organizations the clarity they need to keep pace with shifting trends. What I’m most proud of is the criticality Fullstory brings to our customers’ business practices – that is how true partnerships are built to last.”
“And it’s not just the economy that’s evolving. The tech world is rapidly changing, too, with a surge in AI innovation, including the rise of agentic AI. We knew we had to go beyond traditional approaches and bring Fullstory into the agentic conversation to stay ahead. That’s where StoryAI comes into play.”
Customer Success Stories
When asking Spisak about customer success stories, he highlighted:
“With over 1,000 flights a day and 40 million passengers a year, JetBlue needed a way to ensure a smooth digital experience from browsing to booking to check-in. By using Fullstory, JetBlue was able to quickly spot and fix issues that could impact revenue, including reducing payment errors by 20%.”
“We were also able to reduce the time it takes to investigate data discrepancies, saving more than a week of engineering time in some cases. When it comes to running A/B tests, they’re now getting to insight 50% faster. For a large and customer-focused company, having real-time visibility into user behavior has been a game-changer.”
Differentiation From The Competition
What differentiates the company from its competition? Spisak affirmed:
“Our focus is always on helping our customers succeed. Every interaction users have with your digital experience generates behavioral data. This data holds powerful insights into what’s working, where people are getting stuck, and what might stand in the way of conversion or retention. Many teams either overlook this or don’t realize how much value is hiding in plain sight. On top of that, we have a standout leadership board that is constantly one step ahead of competitors. We have been tapping AI to consolidate user data to help our customers confidently make essential business decisions.”
