Project realized at Numericable BeLux with Bpost presented at Marketing Days. It increased brand perception, reduce costs and augmented cross-sell.

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
▪ As opposed to most other direct
mail channels, the mailbox is
unsaturated
▪ The mailbox ensures unrivalled
reach and attention
▪ Customers highly value paper
mail as it is accessible, can be used
as legal proof and is easy to use
The mailbox is a distinctive customer
communication channel with exclusive assets
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
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
Checking
mail box
Opening mail
Reviewing
mail
Archiving
mail
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

7. 7
Reasons for paper mailbox preference
67% 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

8. 8
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
Only 39% of customers are fully satisfied with
current administrative mail practices
CE: Market research on 2,000 respondents, December 2010-January 2011; RelatioMail team analysis

9. 9
50%
35%
Promotional messages on products
or new offers from the bank/provider
22%
Systematic use of color to stress
most important information
24%
Clear information to quickly
and easily get answers to questions
Personalized advice to better
manage budget
36%
A clear, detailed, and illustrated
analysis of transaction history/usage
Average interest expressed
Customers expect more relevant, more precise and
more practical information
Interest in specific changes
Percentage of respondents who would like to see change
CE: Market research on 2,000 respondents, December 2010-January 2011; RelatioMail team analysis

10. 10
A RelatioMail pilot can generate valuable insights on
your customer relationship
SOURCE: RelatioMail
▪ Develop a new document designed to
fulfill your business needs
▪ Send the re-designed document to a
sample of customers
▪ Measure impact and perception of the
change through
– Market research (e.g., satisfaction of
the receiver, memorization, brand
perception)
– Evolution of business KPI’s (e.g.,
number of inbound calls to call center)
Overall principles of a RelatioMail pilot
bpost support on:
▪ Pilot process
management
▪ Document
design
▪ Document
production
▪ Market research

11. 11
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
bpost has already 5 pilots running
and are looking to launch additional ones
SOURCE: RelatioMail
Phase 5Phase 4Phase 3Phase 2Phase 1
▪ 1 pilot
defined
▪ 1 pilot
prepared
▪ 1 pilot
analyzed
▪ DD
▪ 1 other pilot
completed

12. 12
Presentation of Laura Cajade – CMO Numericable
Laura Cajade
Position Role in RelatioMail Pilot
▪ Decided to roll out
redesigned invoice to
entire customer base
▪ Decided to roll out
redesigned invoice to
entire customer base
▪ Led Numericable-
RelatioMail collaboration
▪ Defined business objectives
of pilot
▪ Validated redesigned of
Numericable invoice
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?
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
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

15. 15
In a joint effort with bpost, we worked over a 5
months period to optimize our invoices
Timing
Key
Activities
Prepare Drop & measure Debrief
Feb. 2011 March 2011Nov. 2010
▪ Define business
objectives of new
invoice design
▪ Design new layout
of invoice
▪ Organize new
dataflow and
printing process
▪ Design market
study
▪ Drop new invoice
in a selected
sample of
mailboxes
▪ Run market
research and track
KPIs
▪ Evaluate pilot
results
▪ Decide on next
steps and pilot
roll-out
SOURCE: Numericable, RelatioMail pilot

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
57% of customers noticed new layout of invoice in
which color is most noticeable change
XX Conversion rate,
percent
Sample
population
Remember
Color
79% 72%
5757100 79
100 79
79% 83%
6666
N = 300
Number of respondents, indexed at 100
Read
invoice
Remember
Change
SOURCE: Numericable, RelatioMail pilot

18. 18
Customers prefer the redesigned version
7
86
Don’t know7
Not continue
Continue
Customers who would like to continue
with new invoices
Percentage of respondents who
noticed a change (n=139)
SOURCE: Numericable, RelatioMail pilot

19. 19
The new invoice effectively increases customer
satisfaction
Perception of the invoice
Percentage of respondents with score ≥6/7 (scale of 7)
65
49 +33%+33%
NewAs is
63
50
NewAs is
+26%+26%
Clearness Easiness to verify
SOURCE: Numericable, RelatioMail pilot

20. 20
The new invoice has a positive impact on key brand
attributes
New color invoiceInvoice B/W ('as is‘)Percentage of respondents with score ≥8/10
50
35
+43%
55
45
+22%
40
30
+33%
Best telephone
tariffs
Clear and
transparent
Fun
34
26
+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
Triple play promotion conversion
rate in multichannel strategy
Indexed at 100
The impact of
increased
conversion on the
first invoice can
compensate cost
of colour invoice
for up to 7 years
The impact of
increased
conversion on the
first invoice can
compensate cost
of colour invoice
for up to 7 years

22. 22
Next steps after the Numericable pilot
▪ Migrate the entire customer base to the
new color invoice
▪ Further adapt new invoice based on
results of first wave (e.g. promotional
banner)
▪ Migrate customer base to hybrid invoice
(synthetic first page via mailbox and
details pages via e-mail)
▪ Further analyze the impact of the new
invoice on call center activity


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
For any other questions :
relatiomail@bpost.be
Q & A