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
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
SOURCE: Market research on 2,000 respondents, December 2010-January 2011; RelatioMail team analysis
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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
SOURCE: Market research on 2,000 respondents, December 2010-January 2011; RelatioMail team analysis
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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
SOURCE: Market research on 2,000 respondents, December 2010-January 2011; RelatioMail team analysis
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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
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
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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
SOURCE: Numericable, RelatioMail pilot
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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)
SOURCE: Numericable, RelatioMail pilot
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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
SOURCE: Numericable, RelatioMail pilot
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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
SOURCE: Numericable, RelatioMail pilot
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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%
SOURCE: Numericable, RelatioMail pilot
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