This document discusses transforming administrative mail into a customer experience tool. It focuses on why capitalizing on administrative mail is important, how to do it by putting customers first and treating it as a project, and what benefits it can bring. Specifically, it can improve brands, enhance customer communication, and unlock hidden ROI. The document provides examples of projects with banks, insurers, telcos and utilities that experienced positive impacts from RelatioMail.

1. RelatioMail Discovery
Nico Cools
Managing Director - Document Management
November, 15

2. RelatioMail
Strategy Brand MarCom
Customer Admin Mail
@ Paper
Project
Channels? Channels ? Design
ICT
2

3. Let’s focus on Administrative mail …
Why to capitalize today on
administrative mails ?
How to transform them into
real customer experience tools?
What does it bring?
3

4. Let’s focus on Administrative mail …
Why to capitalize today on
administrative mails ?
How to transform them into
real customer experience tools?
What does it bring?
4

5. Why?
your challenges & strategies
your challenges
Crisis, crisis, crisis…
Decrease costs in all areas !
Maximize revenues, client
relationship and satisfaction
your strategies for
… but where & how? administrative mail…?
• Do I simply cut my paper/franking costs?
• Do I leverage my paper documents value?
• Do I manage both, cost & value?
• What about my customer needs?

6. Why? the mail moment…
paper as a highly impacting media
paper as an unsaturated media
… average 1 message a day
SOURCE: Market research on 2,000 respondents, December 2010-January 2011; RelatioMail team analysis

7. Why? the end-customers…
76% prefer paper for their Admin mail
Clients wait, read, analyze and archive admin mail
It is accessible, practical, easy and serves as legal
proof
… but there is room for improvement too…
for you, it is a privileged contact…
It is an existing customer touch point
One of the last physical link with your customers
It is addressed, recurrent, unique and often sensible
SOURCE: Market research on 2,000 respondents, December 2010-January 2011; RelatioMail team analysis

8. Let’s focus on Administrative mail …
Why to capitalize today on
administrative mail ?
How to transform them into
real customer experience tools?
What does it bring?

9. 3 advices to ensure SUCCESS…
1. … put yourselves in your customers shoes
2. … attack it as a project, not a campaign
3. … leverage bpost experience

10. How?
… put yourselves in your
customers shoes
start with your customer needs
In line with your brand value, positioning and strategy
re-think the document content
Improve interactivity and relevancy
re-design the document lay-out
Improve brand coherence, easiness and readability
… always measure customers feedback

11. How?
… attack it as a project
ensure internal willingness and focus
at all levels of the company…
be clear with project objectives & timing
switch the document ownership…
from IT to marketeers
from technical constraints to customer-centric approach
use a proven project methodology…

12. How?
... use a proven methodology
© RelatioMail
Marketing competences Re-design & technical
competences Marketing & technical
competences Impact measurement
Understand YOUR competences
business & strategy Think – design –
measure mock-up Launch new
Understand YOUR document ROI and KPI’s
end-customer needs End-customer pre- measurement
and expectations testing (Quali) End-customer
survey (Quanti) Analysis and
Define project Data flow and feedback loop
objectives and KPI’s technical review Technical
implementation Action plan
RelatioMail end-to-end support : up to 6 months

13. How?
… leverage bpost experience
a customer centric program launched 2
years ago
led by a team of experts & partners
with a unique experience & cases in various
sectors

14. Let’s focus on Administrative mail …
Why to capitalize today on
administrative mail ?
How to transform them into
real customer experience tools?
What does it bring?

15. What?
… RelatioMail impacts on your business
improve your brand image and customer value
and/or
enhance the communication with your customers
and/or
unlock a hidden ROI out of your document(s)

16. Some large customers already experienced
RelatioMail…
Banking & Insurance Telco
• 3 banks • 6 on-going projects
• 1 insurance company
Utilities Public & Services
• 1 on-going project • 2 projects

17. … let’s hear 3 of their stories…
Anja Vandeweyer
Marketing manager Ethias
Being an “efficassureur” in all our customer contacts.
Ugo Setti
Head of Commercial Buy Way
Develop business with a credit card statement: innovative!
Olivier Crucq
Director Retention & Servicing Belgacom
Welcome a new customer : a must!