laura cajade – how numéricable optimized their transactional mail to achieve key business...

RelatioMail

April 28th, 2011

Presentation at the ‘Marketing Day’

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Objectives of today

Share the Numericable-RelatioMail journey

Introduce RelatioMail

RelatioMail

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▪ 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

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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

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… 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

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The mailbox channel ensures unrivalled reach and customer attention

Checking mail box

Opening mailReviewing 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

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Reasons for paper mailbox preference

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


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Satisfaction level on individual features of current administrative mailPercentage 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


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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 changesPercentage of respondents who would like to see change


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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

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Define pilot scope, objectives and workplan1-2 months

Draw conclusions out of the pilot

on-going

Analyze market research and campaign results1 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 5 Phase 4 Phase 3 Phase 2Phase 1

▪ 1 pilot defined

▪ 1 pilot prepared

▪ 1 pilot analyzed

▪ DD▪ 1 other pilot

completed

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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 MarketingOfficer

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Objectives of today

Share the Numericable-RelatioMail journey

Introduce RelatioMail

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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

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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

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The Numericable invoice has been entirely re-designed to support key business objectives


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

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69% of customers noticed a change in lay out of invoice in which color is most noticeable change

XX Conversion rate,percent

Sample population

Remember Color

79% 72%

5757100 79

100 7979% 83%

6666

N = 300

Number of respondents, indexed at 100

Read invoice

Remember new structure


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Customers prefer the redesigned version

786

Don’t know7

Not continue

Continue

Customers who would like to continue with new invoices

Percentage of respondents who noticed a change (n=139)


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The new invoice effectively increases customer satisfactionPerception of the invoicePercentage 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


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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

50

35+43%

55

45+22%

40

30+33%

Best telephone tariffs

Clear and transparent

Fun

34

26+31%Ecological


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Within a multichannel strategy, the new invoices generate higher promotion conversion rates

108

New colour invoice

B/W invoice “as is”

100 +8%


Triple play promotion conversion rate in multichannel strategyIndexed 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

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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

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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

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For any other questions : [email protected]

Q & A

laura cajade – how numéricable optimized their transactional mail to achieve key business...

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