Speakers: Sabina Trommelen, Research Consultant & Danja Lekkerkerk, Marketing Manager

1. Danja Lekkerkerk, Marketing & Communication Manager D-Reizen
Sabina Trommelen, Managing Consultant DVJ Insights
Customer centricity to realise brand
growth

2. A short introduction to who we are and
what we did
CATEGORIES AND BRANDS
 140 different brands
 2 years
 12 different categories
ABOUT DVJ
• Research in > 40 markets
• 40 employees
• Offices in Utrecht and London
• A strong focus to support growth
COUNTRIES CONTENT
> 30.000 Stories

3. growth is the most
important KPI for
marketing success!
We know that being more customer
centric results in more growth!

4. In order to understand how customer
centric we are, we ask questions!

5. But Most questions are based on our own
ideas and only solve part of the puzzle!

6. That’s why we changed the process
Client thinking and
pre-defined lists
related to last contact
Closed-end question
(satisfaction,
advocacy)
Open-ended
questions
Customer experience
related to last contact
Story telling
Evaluation and
classification

7. And introduced
storytelling to
understand
last experience

8. Some positive examples … “With tesco mobile....I contacted
them regarding my contract and
phone upgrade. They were really
helpful and talked me through
getting the right replacement
phone, for me, the right 'bundle'
and getting it all set up. I was really
pleased with the service I got and
came away feeling really happy and
positive about the whole
experience.
The end.”
TESCO MOBILE
I had a problem with my
internet banking and couldn't
sort it online. I saw the
manager at my local branch
and she sorted it out by
phone in about 10 minutes.
She was very helpful and a
lovely person.”
TSB
Went for a mortgage, and received non -
pushy, friendly advice both about the
mortgage and associated products. Left with a
mortgage, but with the friendly service in mind
found the home insurance only slightly more
expensive than elsewhere, so opted for
Nationwide - purely on the off chance the
super - friendly, super helpful advisor would
receive some additional commission on it.”
NATIONWIDE

9. And Some negative examples …
“Most recent experience involved
changing up several bags of coins
that we had accumulated over time.
The wait for service was long due to
only one person at the 'counter'.
Eventually the transaction was
completed speedily by a very polite
member of staff. The overall feeling
was of frustration with the poor
staffing level.”
HSBC
“Spoke on the telephone to
customer service who arranged to
send an engineer out but informed
me that if I missed the
appointment or cancelled the
appointment I would be charged. I
said I would be there. On the
morning of the appointment they
phoned to cancel.
TALK TALK
I went in to find out about new deal. I queued for about 10
minutes, then someone came out and came over to talk to me (a so
called 'queue buster'. I told her why I was there she took me out of
the queue and asked told me to sit down. The disappeared for
about 10 to 15 mins and then came over with the wrong info said
just wait and I'll get right answer. I said forget it and walked out.”
ROYAL BANK OF SCOTLAND

10. Service
consistency
PROCESS
QUALITY
Employee
behavior
Experience
score
TRUSTADVOCACY
ASSOCIATION
SCORE
Together with 7 other dimensions we have
developed a new KPI CCDNA
Process quality (0-20 pts)
How many complaints does the
company receive, and how are these
dealt with?
Employee behavior (0-20 pts)
To what extent are the company’s
employees empathic and helpful?
Service consistency (0-20 pts)
Does the company meet
expectations?
Last Experience (0-20 pts)
How positive was the most recent
experience with the company?
Web care
Degree to which online post-sales
service is delivered.
Trust (0-20 pts)
How much is the company
trusted for the longer term?
Advocacy (0-20 pts)
To what degree would the company
be recommended to friends, family
and acquaintances?
Positive associations (0-20 pts)
To what extent is the company able to
create positive emotions and
associations in the consumer’s mind?
PERFORMANCE DIMENSIONPERCEPTION DIMENSION

11. And linked ccdna to business growth to
understand impact
- 2.4%
CUSTOMER
CENTRICITY
=
GROWTH of
MARKETSHARE
+5,7%
CCDNA SCORE <70
CCDNA SCORE >80

12. The stories will unlock the potential for
improvement
“The last time I had contact with …was
when I was invited for an 'account
review' which turned out to just be a
thinly veiled sales pitch for the banks
services. This was a frustrating
experience as it wasted two hours of
my weekend and all I discovered was
that RBS could not beat the existing
deals I was already on with other
companies.”
“Tried using online banking to
transfer cash - system was down
without notice - caused me problems
- had to deal with things in a different
and inconvenient way.”

13. Therefore we developed an employee reality
scan to focus on the how
ER Score
Purposeful Leadership: Operate consistently with a clear
set of values
Employee Engagement: Align employees with the goals
of the organisation
Brand Values: Deliver on your brand promises to
customers
Customer Connectivity: Infuse customer insight across
the organisation

14. ASSOCIATIONS WITH THE BRAND ALREADY TELL THE
STORY

15. 15
So how did D-reizen get to be the most
customer centric company 2016?
“I recently visited D-Reizen because I saw a
nice promotion in the shop window. I was
treated very kindly, the lady arranged
everything for us. She gave us some
suggestions and arranged it all. That gave us
a very good feeling. Great service and even
when we returned home they called us to
ask how it was!”
“Good service. They really think along.
On our last holiday there was a booking
mistake when we arrived at the hotel. We
were on Curacao and we immediately
called to the customer service desk. The
problem was solved in just 1 hour!”
“I just got back from a trip to Malta, I
booked at D-Reizen. Both the travel
and the hotel were much better then
we expected because of the low
price we paid. I have recommended
D-Reizen to my family.”

16. Lessons learned from
reading more than 30.000
stories and listen to a
clear winner
Customer centric organizations
realize more growth
2
4
1
Customer centricity is more than
advocacy
Employee behavior and
associations are ways to improve
performance
Customer centricity starts with
respondent centricity
3
5 Leading to great last experiences
and higher CC scores