RelatioMail April 28th, 2011 Presentation at the  ‘Marketing Day’
Objectives of today Share the Numericable-RelatioMail journey Introduce RelatioMail RelatioMail
The mailbox is a distinctive customer  communication channel with exclusive assets é <ul><ul><li>As opposed to most other ...
While virtually all of today’s communication channels suffer from saturation… Magazines & Newspapers (Ads) ~60 Internet (A...
…  paper mail still singularly stands out  On average, people receive  one adressed message   a day  via paper mail SOURCE...
The mailbox channel ensures unrivalled reach and customer attention of customers check their mail box  every working day o...
76% of customers prefer paper mail for administrative communication Practical & easy 61% Serves as legal proof 64% Accessi...
Only 39% of customers are fully satisfied with current administrative mail practices Satisfaction level on individual feat...
Customers expect more relevant, more precise and more practical information 50% 35% <ul><ul><li>Promotional messages   on ...
A RelatioMail pilot can generate valuable insights on your customer relationship SOURCE: RelatioMail <ul><ul><li>Develop a...
bpost has already 5 pilots running  and are looking to launch additional ones  Define pilot scope, objectives and workplan...
Presentation of Laura Cajade – CMO Numericable Laura Cajade Position Role in RelatioMail Pilot <ul><ul><li>Decided to roll...
Objectives of today Share the Numericable-RelatioMail journey Introduce RelatioMail
Why did Numericable decide to invest in paper? “ In line with our sales strategy “ In our retention approach, every single...
In a joint effort with bpost, we worked over a 5 months period to optimize our invoices <ul><ul><li>Timing  </li></ul></ul...
The Numericable invoice has been entirely re-designed  to support key business objectives SOURCE: Numericable, RelatioMail...
69% of customers noticed a change in lay out of invoice in which color is most noticeable change XX Conversion rate, perce...
Customers prefer the redesigned version 7 Don’t know 7 Not continue Continue Percentage of respondents who noticed a chang...
The new invoice effectively increases customer satisfaction Perception of the invoice Percentage of respondents with score...
The new invoice has a positive impact on key brand attributes  New color invoice  Invoice B/W ('as is‘) Percentage of resp...
Within a multichannel strategy, the new invoices generate higher promotion conversion rates 108 New colour invoice B/W inv...
Next steps after the Numericable pilot <ul><ul><li>Migrate the  entire customer base  to the new color invoice </li></ul><...
Reflection on RelatioMail Experience “ This project has helped Numericable to  increase brand perception  and  loyalty , a...
<ul><li>For any other questions :   </li></ul><ul><li>[email_address] </li></ul>Q & A  ?
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Laura Cajade – How numéricable optimized their transactional mail to achieve key business objectives.

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In deze sessie vertelt Laura Cajade hoe Numericable hun facturen optimaliseerden om een uniek touch point met de klant te creëren. Ze toont ons de impact van een geoptimaliseerde factuur op klantentevredenheid, op timing van de cash inflow en op cross-selling bij bestaande klanten.

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Laura Cajade – How numéricable optimized their transactional mail to achieve key business objectives.

  1. 1. RelatioMail April 28th, 2011 Presentation at the ‘Marketing Day’
  2. 2. Objectives of today Share the Numericable-RelatioMail journey Introduce RelatioMail RelatioMail
  3. 3. The mailbox is a distinctive customer communication channel with exclusive assets é <ul><ul><li>As opposed to most other direct mail channels, the mailbox is unsaturated </li></ul></ul><ul><ul><li>The mailbox ensures unrivalled reach and attention </li></ul></ul><ul><ul><li>Customers highly value paper mail as it is accessible, can be used as legal proof and is easy to use </li></ul></ul>Point of sales/branch Sales force Phone E-mail Website Mailbox
  4. 4. While virtually all of today’s communication channels suffer from saturation… Magazines & Newspapers (Ads) ~60 Internet (Ads) ~50 Television (Ads) ~30 Radio (Ads) ~20 Email ~4 Average number of messages received daily per channel SOURCE: bpost; Intermedia dimensions 2010, Media Dynamics; Mindshare/Henley center
  5. 5. … paper mail still singularly stands out On average, people receive one adressed message a day via paper mail SOURCE: bpost; Intermedia dimensions 2010, Media Dynamics; Mindshare/Henley center
  6. 6. The mailbox channel ensures unrivalled reach and customer attention of customers check their mail box every working day of customers always open mail addressed to them minutes are spent reviewing paper mail of customers archive admin mail received in the mailbox for more than a year 96% 83% 5.6 82% SOURCE: Market research on 2,000 respondents, December 2010-January 2011; RelatioMail team analysis Checking mail box Opening mail Reviewing mail Archiving mail
  7. 7. 76% of customers prefer paper mail for administrative communication Practical & easy 61% Serves as legal proof 64% Accessible 74% Percent of high rating, n = 1,000 SOURCE: Market research on 2,000 respondents, December 2010-January 2011; RelatioMail team analysis Reasons for paper mailbox preference
  8. 8. Only 39% of customers are fully satisfied with current administrative mail practices Satisfaction level on individual features of current administrative mail Percentage of 7 ratings on a scale of 1 to 7 Relevance of information 37% Completeness 44% Clarity 45% Readability 45% Correctness 49% Average satisfaction SOURCE: Market research on 2,000 respondents, December 2010-January 2011; RelatioMail team analysis
  9. 9. Customers expect more relevant, more precise and more practical information 50% 35% <ul><ul><li>Promotional messages on products or new offers from the bank/provider </li></ul></ul>22% <ul><ul><li>Systematic use of color to stress most important information </li></ul></ul>24% <ul><ul><li>Clear information to quickly and easily get answers to questions </li></ul></ul><ul><ul><li>Personalized advice to better manage budget </li></ul></ul>36% <ul><ul><li>A clear, detailed, and illustrated analysis of transaction history/usage </li></ul></ul>Interest in specific changes Percentage of respondents who would like to see change SOURCE: Market research on 2,000 respondents, December 2010-January 2011; RelatioMail team analysis Average interest expressed
  10. 10. A RelatioMail pilot can generate valuable insights on your customer relationship SOURCE: RelatioMail <ul><ul><li>Develop a new document designed to fulfill your business needs </li></ul></ul><ul><ul><li>Send the re-designed document to a sample of customers </li></ul></ul><ul><ul><li>Measure impact and perception of the change through </li></ul></ul><ul><ul><ul><li>Market research (e.g., satisfaction of the receiver, memorization, brand perception) </li></ul></ul></ul><ul><ul><ul><li>Evolution of business KPI’s (e.g., number of inbound calls to call center) </li></ul></ul></ul>Overall principles of a RelatioMail pilot <ul><li>bpost support on: </li></ul><ul><ul><li>Pilot process management </li></ul></ul><ul><ul><li>Document design </li></ul></ul><ul><ul><li>Document production </li></ul></ul><ul><ul><li>Market research </li></ul></ul>
  11. 11. bpost has already 5 pilots running and are looking to launch additional ones Define pilot scope, objectives and workplan 1-2 months Draw conclusions out of the pilot on-going Analyze market research and campaign results 1 month Execute and conduct market study 1-3 months Prepare implemen-tation 1-2 months SOURCE: RelatioMail <ul><ul><li>1 pilot defined </li></ul></ul><ul><ul><li>1 pilot prepared </li></ul></ul><ul><ul><li>1 pilot analyzed </li></ul></ul><ul><ul><li>DD </li></ul></ul><ul><ul><li>1 other pilot completed </li></ul></ul>Phase 5 Phase 4 Phase 3 Phase 2 Phase 1
  12. 12. Presentation of Laura Cajade – CMO Numericable Laura Cajade Position Role in RelatioMail Pilot <ul><ul><li>Decided to roll out redesigned invoice to entire customer base </li></ul></ul><ul><ul><li>Led Numericable- RelatioMail collaboration </li></ul></ul><ul><ul><li>Defined business objectives of pilot </li></ul></ul><ul><ul><li>Validated redesigned of Numericable invoice </li></ul></ul>Chief Marketing Officer
  13. 13. Objectives of today Share the Numericable-RelatioMail journey Introduce RelatioMail
  14. 14. Why did Numericable decide to invest in paper? “ In line with our sales strategy “ In our retention approach, every single touch point with the client is an opportunity to increase his value” SOURCE: Numericable “ Our clients prefer paper “ We know that our clients respond better to paper than to electronics” “ Every € counts “ We need to get the most out of each € we invest in branding, as we have more limited budget than competitors”
  15. 15. In a joint effort with bpost, we worked over a 5 months period to optimize our invoices <ul><ul><li>Timing </li></ul></ul>Key Activities <ul><ul><li>Feb. 2011 </li></ul></ul><ul><ul><li>March 2011 </li></ul></ul><ul><ul><li>Nov. 2010 </li></ul></ul><ul><ul><li>Define business objectives of new invoice design </li></ul></ul><ul><ul><li>Design new layout of invoice </li></ul></ul><ul><ul><li>Organize new dataflow and printing process </li></ul></ul><ul><ul><li>Design market study </li></ul></ul><ul><ul><li>Drop new invoice in a selected sample of mailboxes </li></ul></ul><ul><ul><li>Run market research and track KPIs </li></ul></ul><ul><ul><li>Evaluate pilot results </li></ul></ul><ul><ul><li>Decide on next steps and pilot roll-out </li></ul></ul>SOURCE: Numericable, RelatioMail pilot Prepare Drop & measure Debrief
  16. 16. The Numericable invoice has been entirely re-designed to support key business objectives SOURCE: Numericable, RelatioMail pilot Enhance brand perception Improve customer satisfaction with clearer status overview and grouped transactions Push cross selling through optimized commercial banners Route customers to appropriate channel
  17. 17. 69% of customers noticed a change in lay out of invoice in which color is most noticeable change XX Conversion rate, percent Remember Color 79% 72% 57 100 79 100 79 79% 83% 66 N = 300 Number of respondents, indexed at 100 Remember new structure SOURCE: Numericable, RelatioMail pilot Sample population Read invoice
  18. 18. Customers prefer the redesigned version 7 Don’t know 7 Not continue Continue Percentage of respondents who noticed a change (n=139) SOURCE: Numericable, RelatioMail pilot Customers who would like to continue with new invoices
  19. 19. The new invoice effectively increases customer satisfaction Perception of the invoice Percentage of respondents with score ≥6/7 (scale of 7) +33% New As is New As is +26% SOURCE: Numericable, RelatioMail pilot Clearness Easiness to verify
  20. 20. The new invoice has a positive impact on key brand attributes New color invoice Invoice B/W ('as is‘) Percentage of respondents with score ≥8/10 +43% +22% +33% Best telephone tariffs Clear and transparent Fun +31% Ecological SOURCE: Numericable, RelatioMail pilot
  21. 21. Within a multichannel strategy, the new invoices generate higher promotion conversion rates 108 New colour invoice B/W invoice “as is” 100 +8% SOURCE: Numericable, RelatioMail pilot The impact of increased conversion on the first invoice can compensate cost of colour invoice for up to 7 years Triple play promotion conversion rate in multichannel strategy Indexed at 100
  22. 22. Next steps after the Numericable pilot <ul><ul><li>Migrate the entire customer base to the new color invoice </li></ul></ul><ul><ul><li>Further adapt new invoice based on results of first wave (e.g. promotional banner) </li></ul></ul><ul><ul><li>Migrate customer base to hybrid invoice (synthetic first page via mailbox and details pages via e-mail) </li></ul></ul><ul><ul><li>Further analyze the impact of the new invoice on call center activity </li></ul></ul>
  23. 23. Reflection on RelatioMail Experience “ This project has helped Numericable to increase brand perception and loyalty , and allowed to optimize our touch point model within the same budget ” Laura Cajade, CMO Numericable SOURCE: Numericable “ “
  24. 24. <ul><li>For any other questions : </li></ul><ul><li>[email_address] </li></ul>Q & A ?

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