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vRoam Global
I came across a great VDP story a while ago and thought it was finally time to share it. Unlike many VDP case studies, this one isn't related to direct marketing, but instead leverages personalisation to create a highly relevant and user-friendly mail pack.
U&I Direct is a Sydney-based marketing service provider that consistently push the envelope to deliver unique approaches to addressing marketing challenges. One of their many clients, vRoam Global, provides overseas mobile phone services to some of Australia's leading corporate organisations. vRoam hires out mobile phone SIM cards that are pre-programmed according to each customer's destination country with the best mobile phone coverage and price packages available.
Previously, vRoam sent out user guides to customers with their temporary roaming SIM cards, which consisted of 6-8 black-and-white pages that were lengthy and complex to navigate. As a result, vRoam Global received a high volume of calls every month from disgruntled customers who needed further assistance to understand the SIM card activation and implementation instructions.
It was evident to vRoam Global that steps needed to be taken to ensure the process was an easier, less frustrating experience for its customers. Using XMPie PersonalEffect, U&I Direct provided the following solution:
1. First, vRoam Global's cluttered user guide was re-written and re-designed by U&I Direct into a streamlined, easy to read colour brochure. The new brochure is both personalised and relevant—including each customer's name, their overseas roaming number and a detailed trip itinerary.
2. A personalised identification card that can be detached and stored in a wallet or travel compendium was also designed for easy reference, listing the customers' SIM card number, PIN and personal details.
3. A postage paid return envelope is included in each mail pack to ensure easy return of the vRoam Global SIM card by the customer after arriving back in Australia.
4. Additonally, a personalised, automated SMS message notifies each customer of the pending delivery of the mail pack. Another follow up SMS message acknowledges the customer's arrival back into Australia with a reminder to return the SIM card to vRoam Global.
As a result of the new, easy to understand packs and extra customer communication via SMS, vRoam Global noted a huge drop in customer enquiries from 20–30 per month to an average of two per month. Using personalisation, the client not only reduced unnecessary print volumes, but also lowered call volumes!
previous mail pack
personalised pack
Posted on Sunday, 23 November 2008 at 8:35 PM | TrackBack: http://www.veedeepee.com/cgi-bin/mt-tb.cgi/188
Comments
So how cool would it be to take this app and repurpose for health and education?
Here in the States, at least for now, negotiating through HMO's and Insurance Companies could use a lawyer. (This is from personal experience.)
And the problem of communicating with parents in public schools.
Everyone agrees and can demonstrate that parent involvement is the single biggest factor in a kid's success in school. Meanwhile the schools don't have the capacity to send information to parents in any way that is understandable. The parents get confused and withdraw. The ed system continues to blame bad parents as the cause of their failures.
I would think this is a real business opportunity in a world that push advertising is starting to disappear onto the web.
Posted by Michael Josefowicz on Sunday, 23 November 2008 at 11:37 PM