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Rise of the Conscious Consumer (Relate Live Sydney)

Tiffany Apczynski, VP Public Policy and Social Impact, Zendesk

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 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 (Relate Live Sydney)

  1. 1. #RelateLive
  2. 2. Tiffany Apczynski Zendesk Vice President, Public Policy and Social Impact @Tifferatti
  3. 3. #RelateLive Rise of the Conscious Consumer
  4. 4. Rise of the Conscious Consumer 3 in 5 Australians Think more highly of a company that supports worthy causes. Nielsen 2014 CSR Survey 1/3Buy from socially responsible companies each month. 1 in 2 Australians Think when buying a product or service, it is important that the company shows a high level of social responsibility.
  5. 5. LIVE #RelateLive HistoryofCSR Ethical Supply Chain Sustainability Reduce Carbon Footprint
  6. 6. 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
  7. 7. Rise of the Aussie Conscious Consumer 58% % 52 2015 and 2013 study by Cone Communications Would switch brands if a brand/similarly quality product supports a good cause. Believe businesses need to do more than make a profit Would help promote products and services associated with good causes 83%
  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 the United States population 323 Million Americans Cone Research 2015 and Oracle 2010
  9. 9. Rise of the Millennial Millennials want business to shift its purpose Not impressed by the buzz around a business Millennials values do not change as they progress professionally Millennials desire a values-led culture } 5.6MillionMillenials or 23 percent of the Australian population 24 Million Australians Nielsen 2014 CSR Survey
  10. 10. CSR Trust with 
 Customers Empathetic 
 Employees Your Business
  11. 11. It’s Time to Jump In
  12. 12. #RelateLive
  13. 13. #RelateLive
  14. 14. Approaching CSR Don’t overthink it Programming and missions can evolve over time. The important thing is getting started. 1 2 3 4 Education Don’t go in with all of the answers. Think of CSR as a professional development class. Be Humble Prioritize the journey not the destination. Measure Results Dig into existing metrics and see how CSR/empathy is impacting your company.
  15. 15. Global consumers have officially embraced 
 corporate social responsibility 2015 Cone Communications/ Ebiquity Global CSR Study

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