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Thomas Wimmer - Statements as Communication Documents
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Thomas Wimmer - Statements as Communication Documents

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  • 1. © Kodak 2008. Kodak is a trademark. Transpromo Statements as communication documents
  • 2. 2 The Evolution of a Statement From Information to Communication
  • 3. 3 Characteristic of an invoice / statement • Prerequisites – Contractual relationship between enterprise and customer – Usage of services by customer through defined period of time • Intention – Overview on used services – List of billable services – Information on amount and due date • Result – Payment of used services
  • 4. 4 Phase I • Transactional Data imprinted in Offset Shell • Advantages: – Brand security – Secure production process • Disadvantages – Plain cash flow oriented document – No use of marketing and communication potential – No increase in revenues or customer retention Statements: From information to communication
  • 5. 5 Phase II • Transactional Data imprinted in Offset Shell & impersonalised Insert • Advantages: – Additional information for customers – Usage or established channel for marketing information – Potential for increased revenue and customer retention • Disadvantages – Two separated documents – Additional costs for • Pre-print , shipment, warehousing and inserting – Mass communication without individual added value – Paper waste Statements: From information to communication
  • 6. 6 Phase III • White Space Management with unpersonalised offers • Advantages: – Only one document containg all information – Usage of whitespace for additional information – Optimised usage of document format – No pre prints and warehousing – Green • Disadvantages – No guaranteed advertisment space – No option for selling advertisment space – No added value personalised communication Statements: From information to communication
  • 7. 7 Phase IV • White Space Management with relevant & personalised offers • Advantages: – Usage of whitespace with relevant information based on transactional information – Higher potential for revenue generation – Optimised usage of document format – No pre prints and warehousing – Cost reduction in postage – Green • Disadvantages – No guaranteed advertisement space – No option for selling advertisement space Statements: From information to communication
  • 8. 8 Phase V • Transpromo with advanced layout and additional business opportunities • Advantages: – Statement as a communication tool – Response and revenue generation – Increase of customer retention – Additional business opportunity: • Selling advertisement space through: – Designed content grid – Fixed advertisement space – Fixed advertisement size Statements: From information to communication
  • 9. 9 A measurable and efficient way for a positive ROI
  • 10. 10 A constant flux Company Lost Won Net. Growth Moviestar 99306 93217 - 6089 Vodafone 79697 98278 18581 Orange 81149 63093 -18056 Yoigo 6931 10644 3713 Customer fluctuation with mobile phone providers in Spain (August 2008)* Optimal communication with your existing customers reduces churn and creates budget space for targeted acquisition of new customers * Comision del Mercado de las Telecommunicados Transpromo with relevant added value for individual customers Leveraging of existing cost structure for invoice delivery Customer acquisition actions (DM, POI, POS, ads etc.) targeted at the correct profitable customer profile Usage of marketing budget
  • 11. 11 Volume(A4 pages) Costs per envelope Paper € 0,005 8,3% € 0,010 10% Offset € 0,010 16,7% € 0,010 10% Digital € 0,006 10,0% € 0,040 40% Finishing € 0,014 23,3% € 0,014 14% Envelope € 0,018 30,0% € 0,018 18% Other costs € 0,007 11,7% € 0,007 7% Overall costs per envelope € 0,060 100% € 0,099 100% Postage € 0,280 € 0,280 Costs per envelope € 340.000 € 379.000 Response rate % 1% 4% Revenue per response € 17 € 20 Generated Revenue € 170.000 € 800.000 Profit -€ 170.000 € 421.000 Black & White 1.000.000 Color 1.000.000 Color is worth spending money
  • 12. 12 Volume(A4 pages) Costs per envelope Paper € 0,005 8,3% € 0,010 10% Offset € 0,010 16,7% € 0,010 10% Digital € 0,006 10,0% € 0,040 40% Finishing € 0,014 23,3% € 0,014 14% Envelope € 0,018 30,0% € 0,018 18% Other costs € 0,007 11,7% € 0,007 7% Overall costs per envelope € 0,060 100% € 0,099 100% Postage € 0,280 € 0,280 Costs per envelope € 340.000 € 379.000 Response rate % 1% 4% Revenue per response € 17 € 20 Generated Revenue € 170.000 € 800.000 Profit -€ 170.000 € 421.000 Black & White 1.000.000 Color 1.000.000 Color is worth spending money
  • 13. 13