KPN would like ‘Compleet customers’ to really understand what ‘KPN Compleet’ exactly entails and what excellent benefits they will receive as a result. The business product targeted e-mail, which had little experience and was not read well, did not contribute to an increase in customer satisfaction.
With this in mind Oxyma went to work. It appeared that many customers did not know exactly what benefits they received. The textual message did not adequately come across. A different customer approach was needed to convey this important message. The email needed to be clearer, more personal and give the customer a good feeling.
Veronique d’ Hooghe – consultant at Oxyma says this about the contract: “The IT landscape and the data sources underlying the ‘KPN Compleet’ proposition are really complex. In client communication video is the medium of choice to explain the benefits of ‘KPN Compleet’. Additionally, the flexible setup makes it future-proof! Very cool to see what you can achieve with a well attuned multi-disciplinary team.”
The result was a personalised video that was built up of more than 40 segments in real-time, which is e-mailed at the time that the customer benefits are activated. The video shows that the client benefits from ‘KPN Compleet’ and the customer advantages are explained. Since the video is linked to the personal situation with domicile on the bus and all relevant telephone numbers in view, the customer takes the time to absorb all the information.
Wilco Dona of KPN says this proudly after the ceremony: “Due to the good cooperation between KPN, Oxyma and Ping we still manage to put the customer in the centre of attention in such a complex data landscape. This has resulted in extremely high customer satisfaction.”
The video produced in collaboration with Ping Media has delivered tens of thousands of 2-minute service-oriented brand communication moments since its launch in 2015.
With a 70% open rate of the e-mail and a CTR which increased by 62%, the impact was clear. In addition, an average of 85% of people watched the opened video in its entirety.
The DIA jury says this about the case: “It is very admirable that this succeeded. The system combines real-time, on the fly multiple databases and makes targeted and personalised offers. Combining personal customer approach with real-time process communication and with offers. It is a very complete game in which data is converted into value. The campaign and the proposition and the real-time adjustment of the offer have been built and developed well. The whole process is approached in an integrated way. Compliments. All marketing and customer information is caught and translated into concrete actions”.
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