More profit with self-service marketing Introduction Customer … · 2014-07-01 · Result 2014:...
Transcript of More profit with self-service marketing Introduction Customer … · 2014-07-01 · Result 2014:...
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More profit with self-service marketing
• Introduction
• Customer behaviour change
• 3 Best Practice cases; IAK, Meeus, DELA
• 10 Golden Tips
© edmresult, realiseert marketing innovatie
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© 2014
References Caspar Eras
“TuuTTuuut, dat is snel ?!?”
marketeer High Yield Bonds
multichannel direct marketing
catalogus marketing my@polis marketing
my@selfservice
event driven marketing
UMG UnirobeMeeusGroep
email@marketing
digital @ marketing specialist
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Modern families have a challenge to access simple and
quick customer self-services…..
© edmresult, realiseert marketing innovatie
?!?
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Customer is 24/7/365, multi device connected and is
highly demanding in after sales self-service!
edmresult ©2014
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Is self-service marketing THE right solution ……?
Customer
• Fast 4G/5G
• Direct
• Easy
• 24/7
• …
© edmresult, realiseert marketing innovatie
Business
• Cost efficient (IT-STP)
• Direct (My@ccount)
• Big data & eCRM
• 24/7
• …
BENEFITS FOR BOTH SIDES
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When will I change my old ways? (F)Qu’est-ce qui va me motiver a change?
(UK)
Easier,
simpler,
adaptable,
pleasant,
convenient,
more comfortable,
quick,
satisfying,
enjoyable,
smoother,
lighter,
effortless,
uncomplicated,
problem-free,
accommodating,
……
(F)
Plus facile,
plus simple,
plus confortable,
lisse,
sans effort,
sans complication,
sans problème,
prêt,
bientôt convaincu,
souple,
pratique,
vite,
……
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When will customers change their old ways and
use of service?
Only if the new self-service channels/tools/apps
are easier, simpler and more accessible!
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More profit with self-service marketing
• 3 Best Practices
• IAK,
• Meeus,
• DELA
• 10 Golden Tips
© edmresult, realiseert marketing innovatie
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edmresult © 2014
IAK Insurance challenge: How to move 200K customers &
3 BU’s from offline services to online Myself-service & support?
B2C new B2B
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edmresult © 2014
New integrated MyIAK@ccount
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Written, paper Web self-services
edmresult © 2014
81% self-services resulted in high FO/BO cost reductions
(STP), but more important in more satisfied customers…
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edmresult © 2014
UMG Meeus case: How to migrate 350 K customers & 20
local branches to one My@Meeuspolis within 3 years….
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edmresult © 2014
How: 12 pilots to identify migration best practices
Pilot responses:
37% - 77%
‘best practices’
my@polis marketing
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edmresult © 2014
Results @Meeuspolis migrations:
Goal: to migrate 350.000 in 3 year
Minimum conditions:
1. correct email address policyholder
2.+ email opt-in premission
3.+ current/new direct debit contract
Pilot test program results: 37-77%
Result 2014: 350.000 migrated!
Cost reduction / benefits savings
with digital FO/BO self-services
Total results migration to My@Meeuspolis
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Goals: more efficiency with email opt-in-out marketing &
promoting MyDELA@self-service for customers…
MyDELA@self-service
• Email permission
• MyDELA@account
• Direct debit (sales)
• Address updates
• Policy mutations
• Email newsletter
• Life event alert
• Customer events
• Cross-&deepsell
• Service alerts
• Digital email policy
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Pilot- & roll-out project: ‘Customer Data Enrichment ‘ & collecting Email opt-in-out
54% - 83%
‘best practices’
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Pilot ´Apple Pie´
Test pilot Apple Pie :
• Flyer in Member Journal “Kroniek”
• Editions 1.400 K
• Goal 2-5% response
• Offer: “Check your own data online and
win one of the 7500 Apple Pies…”
• Results 8.2% online, total 120.000/3wk
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Total pilot- & roll-out results in 1,5 year:
MyDELA email opt-in-out
• Pilot Edition 60.000 / 10 tests
• Pilot test responses 54-83%
• Roll-out target 50% up-to-date
• Result 500.000 new&updated
email addresses + opt-in-out +
additional profile updates, new
direct debits and crossell leads
• Cost/benefit: increased data-
value & savings & cost reductions
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edmresult © 2014
New email-service 2014: ‘Get your paperless policy by email!’
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More profit with self-service marketing
• Introduction
• Customer behaviour change
• 3 Best Practice cases; IAK, Meeus, DELA
• 10 Golden Tips
© edmresult, realiseert marketing innovatie
![Page 21: More profit with self-service marketing Introduction Customer … · 2014-07-01 · Result 2014: 350.000 migrated! Cost reduction / benefits savings with digital FO/BO self-services](https://reader034.fdocuments.in/reader034/viewer/2022042409/5f2622ba8c504939760b2c57/html5/thumbnails/21.jpg)
How to find golden eggs......
10 Golden Tips
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How to realize golden eggs ....
….it needs many flying hours ...
10 Golden Tips
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Tip 1 Test, test, test, test, test,..to identify best practices (NL)Meten=weten, gissen=missen & gokken=dokken!
(UK) Measuring = knowing, guessing = missing & gambling= paying ! (F) Mesurer = savoir, deviner = manquer & jouer = payer !
Test variants: • direct mailing • email choice media • Multi/single-channel • +/-opt-in-out
• +/-premium • +/-copy/content • +/-extra call • +/-extra lead offer • +/-e-newsletter
• +/-payment methods • +/-my @ login • +/-etc.
Step 1 = test pilots > step 2 = best practices = step 3 roll out business case
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Tip 2
KISS: Keep It Simple, Stupid > surprise with simplicity ...
Flyer
Goal 3-5%
Online response 8.2%
Total customers
120.000/3 weeks
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Tip 3
Offer and test interactive games/tools/video’s/apps….
More Info? Calculate Now! = + 300%
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Tip 4
Encourage multiple-channel assisted self-service
Call me Now
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35-75% actual email opt-in-out addresses
15-65% current actual
mobile (06) number low % activated
my @ login accounts
(in)complete
(in) correct non @ digital
@data?
Tip 5 Update regulary customer digital data quality!
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Tip 6
SoLoMo : ‘Get Social <> Act Local <> Be Mobile’
Trend: SoLoMo
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Tip 6 SoLoMo : ‘Get Social <> Act Local <> Be Mobile’
Friday the
13th
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SoLoMo : ‘Get Social <> Act Local <> Be Mobile’
Why use Social media ?
Create “Sharable
emotions” and social
connections!
(UK)
“Why wait with saying
something nice if you can
also do it today?”
Tip 7 Create “Sharable emotions” and social connections!
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Tip 8
edmresult, © 2014
SoLoMo : ‘Get Social <> Act Local <> Be Mobile’
(UK) Borrow
easily from your
neighborhood!
(F) Emprunter
facilement dans
votre voisinage !
Get closer to your customer, act local !
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Tip 8
edmresult, © 2014
SoLoMo : ‘Get Social <> Act Local <> Be Mobile’
Local internet retail service points in superstores
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SoLoMo : ‘Get Social <> Act Local <> Be Mobile’
Tip 9 Multi device accessible = Responsive design !
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Tip 10 Use interactive edu-video + dialogue + faqscore
SoLoMo : ‘Get Social <> Act Local <> Be Mobile’
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When products are commodities and prices are
transparant SERVICE is THE Golden Key !
Excel in self-service & assistance on self-service!
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Best Golden Tip
Be a ´Butler` for your customer and make THE difference !
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Best Golden Tip
A ´Real Butler` makes our life easier!