Customer Centric DNA Awards 2012 #CCDNACustomer Centric DNA Awards 2012 #CCDNA

Welcome to the

Customer Centric DNA Awards

2012

#CCDNA

1

Customer Centric DNA Awards 2012 #CCDNA

Webcare performance Social media Pro active complaints care Response time

Trust as a basic condition Long term trust Partner you can count on Hygiene factor

Consistent in service Cross channel Cross lifecycle Equal Service & Support

Smooth and innovative Processes Accessibility User friendliness First time right

Recommendation Advocacy Loyalty Long term relationship

Excellent employee behavior Commitment Responsibility Keep promises

The six dimensions of Customer Centric DNA

2

Customer Centric DNA Awards 2012 #CCDNA

6 Lessons

3

Customer Centric DNA Awards 2012 #CCDNA

“Getting the

basics right”

Lesson 1

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4

Customer Centric DNA Awards 2012 #CCDNA 5

Lesson 1

Max.

score

Employee Process

winners

average

winners

average

Customer Centric DNA Awards 2012 #CCDNA

Market leaders can

loose their position

by losing trust

Lesson 2

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«

6

Customer Centric DNA Awards 2012 #CCDNA

Challengers can win

by gaining trust

7

Lesson 2

»

«

Customer Centric DNA Awards 2012 #CCDNA

There is still a lot to

win with webcare

Lesson 3

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8

Customer Centric DNA Awards 2012 #CCDNA 9

Lesson 3

No reaction

=

Very low NPS

Reaction

+

Right solution

+

Hostmanship

=

Very high NPS

5%

WR

ON

GR

IG

HT

66%

Customer Centric DNA Awards 2012 #CCDNA

Don’t treat Facebook

as a channel, but as a

platform to talk to your

brand ambassadors

Lesson 4

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«

10

Customer Centric DNA Awards 2012 #CCDNA 11

Lesson 4

Top 10

Dutch Facebookpages

Bottom 10

Dutch Facebookpages

Max. score on

interaction

Customer Centric DNA Awards 2012 #CCDNA

Customers perceive

online companies to be

more customer centric

than offline companies

Lesson 5

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«

12

Customer Centric DNA Awards 2012 #CCDNA

5

0

80

7%75

Trust score CCDNA score Trust score CCDNA score

Online Retail Offline Retail

Source: TNS / BearingPoint, 2012

13

Lesson 5

Customer Centric DNA Awards 2012 #CCDNA 14

Lesson 5

Shop Online

Max.

evaluation

Customer Centric DNA Awards 2012 #CCDNA

In the future, the virtual

employee will win it

from the real employee

Lesson 6

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15

Customer Centric DNA Awards 2012 #CCDNA

75%

3%

20%

2%

Preference orientation and information phase

Real employee

Virtual employee

No preference

Don't know

0123456789

10

Virtual Employee Real Employee

Experience orientation and information phase

Source: TNS / BearingPoint, 2012

16

Lesson 6