“A commitment to create meaningful social change has been a key component of our corporate culture since day one,” says Jeff Puritt, President and CEO, TELUS International, when asked about the intersection of customer experience (CX) and corporate social responsibility (CSR).
“This has enabled us to recruit and retain team members who share our values and are highly engaged and inspired to deliver the best brand experiences for customers. Our CSR strategy is not an addendum to the central discussion of our business; it’s one inclusive conversation and the outcomes are interdependent.”
Puritt is speaking in advance of the first TELUS Days of Giving event to take place in Ireland. On Saturday May 18th, more than 350 Voxpro – powered by TELUS International team members will participate in a one-day volunteer initiative in Cork that will transform one acre of land belonging to Down Syndrome Cork’s Field of Dreams – a training hub for young adults with Down syndrome.
“To do CSR and CX well, it generally takes people who possess a burning desire to solve problems. Our team members possess this trait in spades and so, it’s natural for them to switch seamlessly from their everyday tasks to rolling up their sleeves and helping a good cause,” adds Dan Kiely, CEO, Voxpro – powered by TELUS International. “To be honest, if senior management wasn’t driving a strong CSR strategy, I’ve no doubt that they would.”
Team members value CSR
Millennials – a demographic that accounts for a large proportion of people employed in customer-focused roles – are synonymous with valuing the CSR credentials of their employer. Research from recruitment site Glassdoor found that 75 percent of those aged between 18-34 years expect their employer to take a stand on important issues affecting the country and their constitutional rights, including immigration, equal rights, and climate change, more than any other age group.
“When talking about millennials or Gen Y characteristics, there is an overwhelming emphasis on ‘we’ thinking rather than ‘me’ thinking,” says Puritt. “The vast majority of our team members around the world are indeed part of this demographic and when they are weighing up their employment opportunities, we have found that they are looking for more than a job – they are seeking to be part of something bigger than themselves by making meaningful contributions in their local communities.”
Shoppers seek ethical brands
It’s not only employees who want to see higher ethical standards from companies, consumers also have a preference to do business with brands that are ‘doing good’ in the world and for the planet. Unsurprisingly, millennials are leading the charge here as well; however, citizens, in general, are becoming increasingly aware of their ability to help create healthier and more sustainable communities by choosing to do business with brands that reinvest their patronage to help realise positive social outcomes.
In fact, research from Nielsen shows that 73 percent of millennials are willing to try a new, unfamiliar product if it supports a good cause, and more than a quarter of this demographic is willing to pay a higher price when a product demonstrates a commitment to sustainability.
These days, a company’s visible presence in the community directly influences consumers’ purchasing decisions and their brand loyalty, and those that don’t engage in meaningful CSR initiatives or aren’t effectively communicating what they are doing in this regard are at risk of being left behind by employees and customers alike.
“At the end of the day, a brand’s success in putting customers first will always come down to their ability to create authentic human connections. I believe there is no better exemplification of putting customers first than to animate our company and team’s heartfelt community giving philosophy – we give where we live – to put citizens in need first,” concludes Puritt.
If you enjoyed this post, you might want to check out What Do Millennials Want? The One Thing You Can Give Them… or you may be interested to read our recent post on How Tech Companies Can Win The Battle For Talent. For more on the impact of TELUS International Days of Giving events read How Handprints on a Wall Can Drive Top-Line Growth.
For more information on the TELUS Days of Giving event in Cork on May 18th contact Dave McCadden, Director of Communications & Public Affairs – Global at firstname.lastname@example.org