1.
Social Truth: Revealing
what Truly Matters to
Customers
Misia Tramp
VP Customer Experience Strategy & Insights
22 May 2017© Metia 1

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.
“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.
5
Surprise and delight Minimizing customer effort

5.
6
Value measured by currency
Value measured by
customer mental energy

6.
7
CRM CMR

7.
8
Alignment defined by tactics
Alignment defined by
purpose & passion

8.
9
Personalization defined by
“individual profiles”
Personalization based on
“tribal allegiances”

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.
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.
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.
…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.
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.
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.
What matters to
brands
What matters to
audiences
16

16.
The truth
Mutual resonance
What matters to
brands
What matters to
audiences
17

17.
BE DATA DRIVEN IN
EVERYTHING WE DO
(IN REAL TIME!)
18

18.
DATA DRIVEN
THINK, DATA SMART
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

20.
LISTEN TO THE SILENCES
EXPLORE THE UNEXPECTED
21

21.
22
Less than 5% of
social conversations
mention a product
or a brand

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.
The drivers of mutual resonance: The 3 C’s
Customer Content Context

24.
(JOSHUA BELL STORY)
22 May 2017© Metia 25
The
Joshua Bell story

25.
26
The data triumvirate
Linguistic Data
Numeric DataVisual Data

26.
Gather the data in the space
you intend to design the
solution in

27.
Contextual experience delivery
requires contextual data

28.
Insight needs to reflect the
anatomy of execution to be
actionable (and used!)

29.
30

30.
32

31.
34

32.
#exotic
#bejealous
#grateful
#livingthedream

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