Customer Support in the Trust Economy

Tiffany Apczynski

Tiffany Apczynski Vice President, Public Policy and Social Impact at Zendesk

@Tifferatti

Tenderloin

CSR

ASAT(Advocate satisfaction)

80%CSAT

(Customer satisfaction)

95%

Trust

But your customers don’t trust you

CSR is how you recover trust

You want your business to grow

Trustworthy Broken trust

Trust is in crisis

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

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%

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

#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.

Your support team is your frontline of trust

Our vision to be the benchmark of the

people-first support experience.

Put people at the center of a customer experience

New Study:CSR Impacts on

Frontline EmployeesCommissioned study with Drexel University

Daniel KorschunProfessor and researcher on corporate political activism,

author of WE ARE MARKET BASKET

@DanielKorschun

Does CSR enhance customer service?

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

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

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

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

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

Zendesk empathy scores

3x 11%

Key takeaways

Need for continual involvement

CSR more than just a “feel good”

presented by

#RelateLive

#RelateLive

Sarah Stealey ReedEditor of Relate, Zendesk

@stealeyreed

#RockYourRelateLive

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