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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
© 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
Modern families have a challenge to access simple and
quick customer self-services…..
© edmresult, realiseert marketing innovatie
?!?
Customer is 24/7/365, multi device connected and is
highly demanding in after sales self-service!
edmresult ©2014
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
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,
……
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!
More profit with self-service marketing
• 3 Best Practices
• IAK,
• Meeus,
• DELA
• 10 Golden Tips
© edmresult, realiseert marketing innovatie
edmresult © 2014
IAK Insurance challenge: How to move 200K customers &
3 BU’s from offline services to online Myself-service & support?
B2C new B2B
edmresult © 2014
New integrated MyIAK@ccount
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…
edmresult © 2014
UMG Meeus case: How to migrate 350 K customers & 20
local branches to one My@Meeuspolis within 3 years….
edmresult © 2014
How: 12 pilots to identify migration best practices
Pilot responses:
37% - 77%
‘best practices’
my@polis marketing
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
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
Pilot- & roll-out project: ‘Customer Data Enrichment ‘ & collecting Email opt-in-out
54% - 83%
‘best practices’
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
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
edmresult © 2014
New email-service 2014: ‘Get your paperless policy by email!’
More profit with self-service marketing
• Introduction
• Customer behaviour change
• 3 Best Practice cases; IAK, Meeus, DELA
• 10 Golden Tips
© edmresult, realiseert marketing innovatie
How to find golden eggs......
10 Golden Tips
How to realize golden eggs ....
….it needs many flying hours ...
10 Golden Tips
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
Tip 2
KISS: Keep It Simple, Stupid > surprise with simplicity ...
Flyer
Goal 3-5%
Online response 8.2%
Total customers
120.000/3 weeks
Tip 3
Offer and test interactive games/tools/video’s/apps….
More Info? Calculate Now! = + 300%
Tip 4
Encourage multiple-channel assisted self-service
Call me Now
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!
Tip 6
SoLoMo : ‘Get Social <> Act Local <> Be Mobile’
Trend: SoLoMo
Tip 6 SoLoMo : ‘Get Social <> Act Local <> Be Mobile’
Friday the
13th
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!
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 !
Tip 8
edmresult, © 2014
SoLoMo : ‘Get Social <> Act Local <> Be Mobile’
Local internet retail service points in superstores
SoLoMo : ‘Get Social <> Act Local <> Be Mobile’
Tip 9 Multi device accessible = Responsive design !
Tip 10 Use interactive edu-video + dialogue + faqscore
SoLoMo : ‘Get Social <> Act Local <> Be Mobile’
When products are commodities and prices are
transparant SERVICE is THE Golden Key !
Excel in self-service & assistance on self-service!
Best Golden Tip
Be a ´Butler` for your customer and make THE difference !
Best Golden Tip
A ´Real Butler` makes our life easier!
