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What's trust got to do with it?

Brad Kittredge, VP Product, 23andMe

Customers won't be your customers if they can't trust you. And trust becomes even more imperative when you handle sensitive customer information—like credit cards, passwords, and DNA. At 23andMe, trust has to be built into every conversation, customer interaction, and decision. Without it, customers wouldn't openly share their private information and the FDA wouldn't allow it. Trust has fueled a renewed passion for customer engagement at 23andMe, and it can for your company too.

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What's trust got to do with it?

  1. 1. #RelateLive
  2. 2. Genetic Relationships and Trust Copyright 2016 23andMe, Inc. All Rights Reserved.
  3. 3. Genetics is about relationships… • Genetics connect us to each other through a shared past, present, and future • By sharing our genetic information with each other, we can learn more together • Sharing intimate information with someone requires significant trust that is based on relationship • Our customers share very intimate information with us and trust us to deliver value with it • They trust us to manage and protect their data and preferences • They trust us because we are human, transparent, and consistent and because we give them control and business is too Copyright 2016 23andMe, Inc. All Rights Reserved.
  4. 4. What is a relationship? What purpose do relationships serve? What is a relationship? • A state of being connected - having a bond and affinity • Helping each other - cooperative behavior for mutual benefit Why do we have relationships? • Task sharing - work together to accomplish more • Safety net in the event that something bad happens • Support and fulfillment Copyright 2016 23andMe, Inc. All Rights Reserved.
  5. 5. Strong relationships help you to get higher up Maslow’s Hierarchy of Needs Physiology Safety Love / Belonging Esteem Self Actualization Copyright 2016 23andMe, Inc. All Rights Reserved.
  6. 6. Biology and relationships are intertwined Altruism appears to be associated with genetic relatedness HormonesGenetics Microbiome Increased levels of oxytocin and vasopressin are thought to be a central component of the bonding process - e.g. mother and child Cohabiting family members share microbiota with one another (and with their dogs!) Copyright 2016 23andMe, Inc. All Rights Reserved.
  7. 7. Each of us is the culmination of an amazing number of people and relationships Copyright 2016 23andMe, Inc. All Rights Reserved.
  8. 8. Where and when these people lived has a major influence on our sense of identity Copyright 2016 23andMe, Inc. All Rights Reserved.
  9. 9. Where and when these people lived has a major influence on our sense of identity Japan >1700-1800West Africa 1800-1830Italy 1830-1860 Copyright 2016 23andMe, Inc. All Rights Reserved.
  10. 10. We get more from our genetic information through sharing Copyright 2016 23andMe, Inc. All Rights Reserved.
  11. 11. Exploring genetic connections with our close family helps us better understand ourselves Copyright 2016 23andMe, Inc. All Rights Reserved.
  12. 12. Exploring genetic connections with our close family helps us better understand ourselves Copyright 2016 23andMe, Inc. All Rights Reserved.
  13. 13. You share 45.9% of your DNA with Elizabeth You are comparing with Elizabeth Forest Compare 42 health and wellness reports with Elizabeth Elizabeth is your Sister (Predicted) Exploring genetic connections with our close family helps us better understand ourselves You are more Neanderthal than Elizabeth Copyright 2016 23andMe, Inc. All Rights Reserved.
  14. 14. Living distant relatives can help you learn about yourself and your past Copyright 2016 23andMe, Inc. All Rights Reserved.
  15. 15. Living distant relatives can help you learn about yourself and your past Copyright 2016 23andMe, Inc. All Rights Reserved.
  16. 16. Living distant relatives can help you learn about yourself and your past Copyright 2016 23andMe, Inc. All Rights Reserved.
  17. 17. Living distant relatives can help you learn about yourself and your past Copyright 2016 23andMe, Inc. All Rights Reserved.
  18. 18. Shared genes are clues to how we are related Chromosome segments shared with: Copyright 2016 23andMe, Inc. All Rights Reserved.
  19. 19. What if you looked at every stranger as a part of your family? Copyright 2016 23andMe, Inc. All Rights Reserved.
  20. 20. Genetic research suggests that any two Europeans likely shared an ancestor in the past 1,500 years. If you’re of European descent, that would make anyone else of the same ethnicity at most your 50th cousin. Copyright 2016 23andMe, Inc. All Rights Reserved.
  21. 21. Sharing requires trust • Trust is a willingness to be vulnerable • There are different levels of trust by relationship • There are different types of information people are comfortable sharing Copyright 2016 23andMe, Inc. All Rights Reserved.
  22. 22. Who would you share your Ancestry Composition with? Trust is proportional to relationship intimacy Immediate family Extended family Close friends Acquaintances Online friends DNA relatives Any 23andMe customer Copyright 2016 23andMe, Inc. All Rights Reserved.
  23. 23. Who would you share your genetic health risks and inherited conditions with? Immediate family Extended family Close friends Acquaintances Online friends DNA relatives Any 23andMe customer Trust is proportional to relationship intimacy Copyright 2016 23andMe, Inc. All Rights Reserved.
  24. 24. Immediate family Extended family Close friends Acquaintances Online friends DNA relatives Any 23andMe customer Trust is proportional to relationship intimacy Cumulative sharing openness Copyright 2016 23andMe, Inc. All Rights Reserved.
  25. 25. Enabling this exploration requires each customer to trust us too We are stewards of our customers’ most sensitive data • They trust us to protect it appropriately • In doing so they are willing to be vulnerable with us • We take this trust very seriously Copyright 2016 23andMe, Inc. All Rights Reserved.
  26. 26. How do we earn and keep this trust? • Deliver on our value proposition • Delight • Treat every touch point as part of the consumer experience • Approachable and fun brand and content • Authentic, direct, and human voice • Consistency • Transparency • Individual control • Appropriate oversight We endeavor to create meaningful interactions We always try to do what’s rightWe are human, not robotic Copyright 2016 23andMe, Inc. All Rights Reserved.
  27. 27. This trust needs to be open ended Our customers are on a journey with us - they get more and more over time This requires that they not just trust us now, but that we will merit their trust indefinitely Copyright 2016 23andMe, Inc. All Rights Reserved.
  28. 28. Like any relationship, we’ve had bumps in the road. How we handle them can strengthen trust. Copyright 2016 23andMe, Inc. All Rights Reserved.
  29. 29. Customers stood by us as we worked with the FDA to establish a pathway for direct to consumer genetic tests FDA letter 2008 2010 2012 2014 2016 ,000 0 ,000 1 million customers! FDA market authorization Number of 23andMe customers Copyright 2016 23andMe, Inc. All Rights Reserved.
  30. 30. We have to constantly balance enabling robust tools with protecting individual preferences Copyright 2016 23andMe, Inc. All Rights Reserved.
  31. 31. Trust and a strong relationship can make your customers want to give something back too Copyright 2016 23andMe, Inc. All Rights Reserved.
  32. 32. We are pioneering a new model of crowdsourced research and drug development • User contributed data fuels research into causes and treatments of disease • Over 80% of customers opt in to participate in research • On average each contributes over 200 phenotypic data points • World’s largest genetic database, live and recontactable Copyright 2016 23andMe, Inc. All Rights Reserved.
  33. 33. Earn a spot in your customer’s circle of trust • Relationships make our lives, and our product experiences, richer • Relationships require vulnerability. Vulnerability requires trust • Trust is strongest between people (not companies). It is earned and maintained through transparency, consistency, and follow through Copyright 2016 23andMe, Inc. All Rights Reserved.
  34. 34. brad@23andme.com @bradkittredge Thank you. Copyright 2016 23andMe, Inc. All Rights Reserved.

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  • magcha

    May. 28, 2016
  • DanJOjei

    May. 30, 2016

Brad Kittredge, VP Product, 23andMe Customers won't be your customers if they can't trust you. And trust becomes even more imperative when you handle sensitive customer information—like credit cards, passwords, and DNA. At 23andMe, trust has to be built into every conversation, customer interaction, and decision. Without it, customers wouldn't openly share their private information and the FDA wouldn't allow it. Trust has fueled a renewed passion for customer engagement at 23andMe, and it can for your company too.

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