relate live nyc: tiffany apczynski
TRANSCRIPT
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Customer Support in the Trust Economy
Tiffany Apczynski
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Tiffany Apczynski Vice President, Public Policy and Social Impact at Zendesk
@Tifferatti
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Tenderloin
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CSR
ASAT(Advocate satisfaction)
80%CSAT
(Customer satisfaction)
95%
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Trust
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But your customers don’t trust you
CSR is how you recover trust
You want your business to grow
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Trustworthy Broken trust
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Trust is in crisis
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Trust in key U.S institutions is declining
Banks
Big business
Newspapers
Congress
2001
44%
28%
36%
26%
2016
27%
18%
20%
9%
Source: Gallup
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In the future, shared values is a top priority for customers
Millennials believe staying true to ethics/
values is a competitive advantage
Consumers more likely to purchase from companies with active
CSR programs
Millennials more likely to purchase from an
ethical company
81% 92%82%
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Business is expected to lead
75%
AGREE
“A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates”
Source: Edelman
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#RelateLive
Slide #11 - Here I am trying to say that business has been going about CSR the wrong way. Like taking headache medicine for a stomach flu. But the analogy that I want to make instead
is: You want to be a Yankees fan, but you keep showing up with your dang Red Sox shirt...so if you could do a fun photoshop of a Red Sox fan in the heart of a Yankees audience, it would be
awesome.
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Your support team is your frontline of trust
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Our vision to be the benchmark of the
people-first support experience.
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Put people at the center of a customer experience
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New Study:CSR Impacts on
Frontline EmployeesCommissioned study with Drexel University
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Daniel KorschunProfessor and researcher on corporate political activism,
author of WE ARE MARKET BASKET
@DanielKorschun
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Does CSR enhance customer service?
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Phase One Phase TwoInterviews with
managers
Focus groups in San Francisco and
Madison
Survey of 73% of company advocates
Quality assurance scores for empathy
Satisfaction ratings from customers
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What we heard
“I applied for this job because I wanted to help people [Volunteering] very much affects me mentally, physically, in every way.” Madison
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What we heard
“Getting out into the world and interacting with people a little different from us… I think it’s always a good exercise no matter where you are.” Madison
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What we heard
“Just knowing that everyone is also [volunteering] across the company is important…like seeing pictures of other departments helping out in different capacities…” San Francisco
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What we heard
“Even if you don’t have a relationship with some of your colleagues—and they’re just sitting a few desks away from you—but when you guys go out and [volunteer] now you have something in common.
“You might be more inclined to help them out or hit them up personally if you’ve met them [volunteering].”
San Francisco
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Zendesk empathy scores
3x 11%
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Key takeaways
Need for continual involvement
CSR more than just a “feel good”
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presented by
#RelateLive
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#RelateLive
Sarah Stealey ReedEditor of Relate, Zendesk
@stealeyreed
#RockYourRelateLive
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Thank youto our sponsors.
Come say hi atThe Exchange.
STARTUP SPONORS
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SILVER SPONSORS
Thank youto our sponsors.
Come say hi atThe Exchange.
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Download theRelate Live event
app for schedules,speakers, parties,
and more.
Workshops on Stages 1, 2, 3 & 4
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Talkdesk sponsored lunch
Stage 2
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Join us as Daymond John
takes the stage from 4:15pm - 5:15pm