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Social Truth: Revealing what Truly Matters to Customers


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Working in an era where customers are creating data all around us, it is becoming increasingly critical to understand how to use unstructured data to ensure a 360 degree view of audiences. Do you understand the key attributes that drive the customer experience? Can you afford to let the potential of its value go untapped?

To discover ‘social truth’, marketing professionals require a system that gets beneath what customers say to what they really mean. Find out how linguistic and visual data is changing the future of research to deliver deeper engagement and lifetime customer value.

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Social Truth: Revealing what Truly Matters to Customers

  1. 1. Social Truth: Revealing what Truly Matters to Customers Misia Tramp VP Customer Experience Strategy & Insights 22 May 2017© Metia 1
  2. 2. • Key trends that have changed the way the truth is defined • The truth customers think you need to know about them • A practical framework & example to get to the truth • Key takeaways 2
  3. 3. “There are three sides to every story: your side, my side, and the truth. And no one is lying. Memories shared serve each differently” 3 - Robert Evans (2002) The Kid Stays in thePicture [Documentary]. Highway Films.
  4. 4. 5 Surprise and delight Minimizing customer effort
  5. 5. 6 Value measured by currency Value measured by customer mental energy
  6. 6. 7 CRM CMR
  7. 7. 8 Alignment defined by tactics Alignment defined by purpose & passion
  8. 8. 9 Personalization defined by “individual profiles” Personalization based on “tribal allegiances”
  9. 9. Q. Most brands that we buy from or work with today are very focused on trying to understand the 'truth' behind who their customers are and what they care about so they can better serve them. Please take a photograph that best describes the 'truth' that you think businesses need to know about you to give you an awesome customer experience & explain why.
  10. 10. Respect my time “Don't waste my time I'll never get it back again use the time to tell me exactly what I need to know about your product and why should use it” “This is my truth : busy mom. I need products that help me be more efficient and organized, so I can "automate" certain aspects of life.”
  11. 11. Recognize my individuality…. “Every single person is a complicated individual that cannot be defined by demographics alone” “Everyone is different and not one person/customer will be the same. Ask customers what they like and personalize your priorities to theirs.”
  12. 12. …and don’t make me feel like a burden “Businesses follow the letter of the law, but rarely the spirit, with regard to making it accessible to all. I feel like a burden to them.”
  13. 13. Be fun. Be creative. “Fun and creativity need to be included” “I'm very creative. I think out of the box. A company needs to do the same. This is a coconut I painted. Simple, yet un-original.”
  14. 14. Family comes first (no matter how unconventional) “I am family oriented. My life revolves around my family and their well being. I need products that are going to benefit them and our home.”
  15. 15. What matters to brands What matters to audiences 16
  16. 16. The truth Mutual resonance What matters to brands What matters to audiences 17
  19. 19. “We are not meant to know everything, Mae. Did you ever think that perhaps our minds are delicately calibrated between the known and the unknown? That our souls need the mysteries of night and the clarity of day? Young people are creating ever- present daylight, and I think it will burn us all alive. There will be no time to reflect, to sleep to cool.” Novel by Dave Eggers 20
  21. 21. 22 Less than 5% of social conversations mention a product or a brand
  22. 22. Analysis needs to start at the top of the funnel to be contextually relevant Levelofcontextualresonancetothecustomer. Top of funnel thinking Resonant customer experiences Passion areas & needs Lifestyle & cultural factors Attitude to the category Brand & product perceptions Engagement
  23. 23. The drivers of mutual resonance: The 3 C’s Customer Content Context
  24. 24. (JOSHUA BELL STORY) 22 May 2017© Metia 25 The Joshua Bell story
  25. 25. 26 The data triumvirate Linguistic Data Numeric DataVisual Data
  26. 26. Gather the data in the space you intend to design the solution in
  27. 27. Contextual experience delivery requires contextual data
  28. 28. Insight needs to reflect the anatomy of execution to be actionable (and used!)
  29. 29. 30
  30. 30. 32
  31. 31. 34
  32. 32. #exotic #bejealous #grateful #livingthedream
  33. 33. Design approaches based on the outcomes not the outputs of insights requirements Think about the higher order problem you’re solving for that will create emotional moments Remember you’re speaking to the tribe, not just an individual Ensure the data you collect is contextual & reflects how the audience expresses their perspectives Integrate the actual language of the customer into your insight architecture to explore what’s meaningful Think ‘mutual truth’ and focus on the fair exchange of value Key epiphanies about the content environment