Summary
Orange Exchange magazine online is an original and innovative digital customer loyalty publication for Orange’s small to medium-sized enterprise (SME) B2B base.
Produced bi-monthly in eight different versions for specific customer channels and life stages, the magazine presents information on the latest Orange products and services. It also offers inspirational and practical business advice, as well as technology updates.
Enhancing the customer experience through rich media and direct links to further information, the online edition also rewards customers with exclusive online content, features, videos, offers and competitions.
About the client company
Orange launched in 1994 with the aim of changing the way we communicate with each other. As the fourth company to enter a crowded mobile marketplace, it needed to do things radically differently. By talking in a language people could understand, and offering innovative products and services, Orange put its customers first and left the competition playing catch up.
Today, this powerful brand serves more than 175 million customers in five continents. In July 2010, Orange UK and T-Mobile UK became the UK’s largest communications company, Everything Everywhere.
Strategy – broader business issues the company is facing
As well as growing market share and attracting new customers in an extremely competitive market, the Orange business team is tasked with maintaining existing customers and organically growing service usage.
Objectives of the campaign
Exchange is a key element of Orange’s commitment to delivering premium customer service. It is a bi-monthly customer loyalty and brand awareness tool with the goals of increasing average revenue per user (ARPU) and reducing customer ‘churn’.
The online version accompanies and enhances the print edition, adding a significant point of difference over competitors – Exchange online is the only digital mobile B2B SME magazine, providing a free and highly useful extra for being with Orange. It increases brand awareness and delivers genuine customer engagement and boosts retention by providing information on the latest mobile communications technology/services. It also provides valuable, relevant business information and advice, as well as inspirational examples.
The target audience
Exchange is aimed at small to medium-sized enterprise (SME) business customers of Orange UK
(around 150k account holder customers). Orange has an estimated 30 per cent share of this market. These particular readers are often time-poor, so Exchange online conveys information quickly and without fuss through a user-friendly and intuitive interactive interface.
Media, channels or techniques used
Exchange is an integrated print and digital customer communication. Print editions are posted to
account holders – there are online drivers throughout the print edition. Customers who have opted to receive the digital edition are notified by email.
Going far beyond a simple print replication, Exchange online specifically repurposes the branded editorial content. The aim is to significantly enhance the customer experience, add value and deepen engagement.
Exchange online boasts exclusive bonus content not found in print, including videos, animations, more timely news and features, exclusive competitions and reader offers/discounts. Content is broken down into appropriate click and roll out headings, allowing readers to instantly identify what is relevant to them without having to read through long articles. Scroll functionality allows more in depth editorial to be included within the optimised page window. Direct links are provided for further information.
Eight segmented customer versions are produced. Flash maximises interactivity and engagement and also helps block search. NOTE: normally a disadvantage in terms of search, in this case it’s a major benefit as each segmented edition is intended only for that particular segment of existing customers, not open public access.
Timescales of the campaign
Exchange is an ongoing bi-monthly communications campaign. The online edition was launched with issue nine (January 2008) and is now on issue 29 (June 2011). Final print creative is used to build the online edition, the live date coincides with the print mailing. Emails are sent to customers who have opted in, with a repeat email two weeks later to non-openers/non-click throughs. Detailed analysis of the online edition/email is undertaken every issue. Data is compared with past editions to monitor content performance/identify trends and inform evolution.
Results
Reader survey in Exchange online issue 27, Feb 2011 = 1253 respondents
- 92 per cent took positive action as a result of reading (only eight per cent said they did nothing).
- 62 per cent benefited by finding out more about Orange products/services.
- 55 per cent went on to visit the Orange business website.
- 32 per cent subsequently contacted Orange about products/services.
- 29 per cent visited an Orange shop.
- 28 per cent recommended Orange products or services.
- 27 per cent had an increased opinion of Orange as a credible business services provider.
- 13 per cent changed their business tariff.
- 78 per cent rated it eigth out of 10 or above as easy to read.
- 66 per cent rated it eight out of 10 or above as helpful.
Client testimonial
James Kipling, customer marketing manager SME, Orange:
“Exchange represents our long term goal to create and facilitate ongoing two-way dialogue and boost loyalty with our SME business customers.
“We know from tracking and reader responses that it’s an effective brand awareness tool that
interactively engages and facilitates conversations with our SME business customers. Our recent reader survey shows that a staggering 92 per cent of customers take action after reading Exchange online.
“We’ve seen our opt in email database grow steadily, providing us with an alternative method of contact to key decision makers, delivering savings on print, paper and postage. It also improves ROI by facilitating customer data capture and profiling, and also increasing response rates. Ongoing analysis helps identify trends and optimise the strength, relevance and effectiveness of the content.
“Further ROI is obtained through the competition entries and surveys that provide valuable PR stories. Plus, online archives extend the reach of back issue content to newly joined customers, while providing an excellent online reference resource for existing customers.”
