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.

1. RelatioMail April 28th, 2011 Presentation at the ‘Marketing Day’

2. Objectives of today Share the Numericable-RelatioMail journey Introduce RelatioMail RelatioMail

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. … 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. 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. 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. 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

13. Objectives of today Share the Numericable-RelatioMail journey Introduce RelatioMail

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”

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. 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. 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. 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. 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. 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

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 “ “