The document introduces the Customer Centric DNA Awards 2012, which evaluates companies on six dimensions of customer centricity: trust, consistent service, smooth processes, webcare performance, employee behavior, and recommendations. It then provides six lessons from the awards regarding the importance of basics, trust, webcare, social media, online customer experience, and the growing role of virtual employees.

1. Welcome to the
Customer Centric DNA Awards
2012
#CCDNA
Customer Centric DNA Awards 2012 #CCDNA 1

2. The six dimensions of Customer Centric DNA
Trust as a basic condition Recommendation
 Long term trust  Advocacy
 Partner you can count on  Loyalty
 Hygiene factor  Long term relationship
Consistent in service Smooth and innovative
 Cross channel Processes
 Cross lifecycle  Accessibility
 Equal Service & Support  User friendliness
 First time right
Webcare performance Excellent employee
 Social media behavior
 Pro active complaints care  Commitment
 Response time  Responsibility
 Keep promises
Customer Centric DNA Awards 2012 #CCDNA 2

3. 6 Lessons
Customer Centric DNA Awards 2012 #CCDNA 3

4. Lesson 1
« “Getting the
basics right” »
Customer Centric DNA Awards 2012 #CCDNA 4

5. Lesson 1
Max.
score
winners
winners
average
average
Employee Process
Customer Centric DNA Awards 2012 #CCDNA 5

6. Lesson 2
« Market leaders can
loose their position
»
by losing trust
Customer Centric DNA Awards 2012 #CCDNA 6

7. Lesson 2
« Challengers can win
by gaining trust »
Customer Centric DNA Awards 2012 #CCDNA 7

8. Lesson 3
« There is still a lot to
win with webcare »
Customer Centric DNA Awards 2012 #CCDNA 8

9. Lesson 3
Reaction
No reaction +
WRONG
RIGHT
= Right solution
Very low NPS +
Hostmanship
=
Very high NPS
66% 5%
Customer Centric DNA Awards 2012 #CCDNA 9

10. Lesson 4
Don’t treat Facebook
« as a channel, but as a
platform to talk to your »
brand ambassadors
Customer Centric DNA Awards 2012 #CCDNA 10

11. Lesson 4
Max. score on
interaction
Top 10 Bottom 10
Dutch Facebookpages Dutch Facebookpages
Customer Centric DNA Awards 2012 #CCDNA 11

12. Lesson 5
Customers perceive
«online companies to be
more customer centric »
than offline companies
Customer Centric DNA Awards 2012 #CCDNA 12

13. Lesson 5
80
75 7%
5
0
Trust score CCDNA score Trust score CCDNA score
Online Retail Offline Retail
Source: TNS / BearingPoint, 2012
Customer Centric DNA Awards 2012 #CCDNA 13

14. Lesson 5
Max.
evaluation
Shop Online
Customer Centric DNA Awards 2012 #CCDNA 14

15. Lesson 6
« In the future, the virtual
employee will win it
from the real employee
»
Customer Centric DNA Awards 2012 #CCDNA 15

16. Lesson 6
Preference orientation and information Experience orientation and information
phase phase
2% 10
20% 9
8
7
Real employee 6
Virtual employee 5
3% 4
No preference 3
2
Don't know 1
0
75% Virtual Employee Real Employee
Source: TNS / BearingPoint, 2012
Customer Centric DNA Awards 2012 #CCDNA 16