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Rise of the conscious consumer

Moderated by Tiffany Apczynski, Director of Public Affairs and Social Impact, Zendesk; with Kevin McCracken, COO, Social Imprints; and Dave Heath, CEO, Bombas Socks

Globally, 91% of consumers are likely to switch brands to one associated with a good cause. Many customers believe businesses must go beyond the bottom line to make the world a better place. The rise of the conscious consumer and its impact on customer service cannot be ignored. Customer service is the front line for building trust with customers, and Corporate Social Responsibility (CSR) is how today's customers build trust in an organization. Which is why CSR and CRM can no longer operate apart. When these two methodologies are brought together formerly transactional relationships can instead become transformational.

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Rise of the conscious consumer

  1. 1. #RelateLive Rise of the Conscious Consumer
  2. 2. Tiffany Apczynski Zendesk Vice President, Public Policy and Social Impact @Tifferatti
  3. 3. CSR Trust with Customers Empathetic Employees Your Business
  4. 4. Our story, isn’t unlike this.
  5. 5. That obligation, however, became one of our greatest opportunities
  6. 6. Little did we know this transformation of our culture was a major consumer trend.
  7. 7. Rise of the Conscious Consumer 90% 90% Global consumers are likely to switch brands to one associated with a good cause (given comparable price and quality) Consumers more likely to trust a company that supports social and environmental issues Consumers more loyal to these kinds of companies as well % 88 2015 study by Cone Communications
  8. 8. Rise of the Millennial What millennials buy or where they shop (84%) Where they work (78%) Which stocks or mutual funds to invest in (64%) Which products and services they recommend to people (82%) } $2.45TrillionDollars 80MillionMillenials in United States Consumer Spending the largest percentage of United States population 323 Million Americans
  9. 9. Global consumers have officially embraced corporate social responsibility 2015 Cone Communications/ Ebiquity Global CSR Study
  10. 10. Consumer Expectations 91% 84% Expect companies to do more than make a profit Try to purchase socially responsible products or services Would like to see more socially responsible products and services available % 90
  11. 11. It’s Time to Jump In
  12. 12. Don’t overthink it Education was key Being humble…
  13. 13. CSR Trust with Customers Empathetic Employees Your Business
  14. 14. Tiffany Apczynski VP Public Policy and Social Impact, Zendesk @Tifferatti Kevin McCracken COO, Social Imprints @Kevin_Imprints Dave Heath CEO, Bombas Socks @BOMBAS
  15. 15. #RelateLive

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