2012: Orange, Business to Business - Case Study

Orange Exchange magazine is an ongoing integrated loyalty and reward programme for Orange’s small to medium-sized enterprise (SME) business customer base. It is designed to boost engagement and retention, as well as enhance customer service, driving activity and ARPU, as well as reducing churn.

Emailed directly to circa 40,000 customers, the online edition is a significant part of Orange's contact strategy for its SME customer base.

It is proven to work - a staggering 92% take positive action after reading, with 55% visiting the Orange website and 32% contacting Orange about products/services.

As well as engaging customers and encouraging customer action, exchange online also facilitates customer dialogue and acts as a highly effective insight tool to help Orange react quickly and deliver flexible solutions to meet real customer needs.

Background

Orange Exchange magazine is an ongoing integrated loyalty and reward programme for Orange’s small to medium-sized enterprise (SME) business customer base. It is designed to boost engagement and retention, as well as enhance customer service, driving activity and ARPU, as well as reducing churn.

Digital editions
The constantly evolving digital edition and supporting email remain unique in the mobile B2B sector, supporting Orange's position as a digital communications enabler for business and providing the company with a clear point of difference over its competitors.

Produced bi-monthly, exchange online and the supporting emails to 40,000 subscribers together deliver information on the latest Orange products and services, as well as providing technology updates along with inspirational and practical business advice.

The digital edition adds significant value over print through interactive rich media content, rewarding customers with exclusive extra online features, videos, bonus content, special offers/discounts and competitions.

Highly targetted
For relevancy, eight customer editions are published, each targeted at a particular segment in terms of business size and point in the contract life cycle. Eight segmented eDMs are directly emailed to customers to support the publication of each issue. An initial broadcast is sent as soon as the latest issue is published.

Online edition content is also updated post publication to highlight breaking news, new offers or support a particular client campaigns. A second email broadcast is undertaken 2-3 weeks later as a reminder and to highlight the fresh online content.

Use of Flash benefits by blocking search for the customer editions – this helps ensure content remains customer exclusive. However a non-customer 'preview' edition is also available.

Innovative approach
As well as demonstrating Orange innovation, the customer editions reward Orange SME business customers with additional online content, exclusive videos, competitions and offers. Intuitive navigation such as thumbnail previews for page number rollovers, as well as immediate links to further information, deliver a quality user experience. This also allows customers to easily dip in and out, in any order and at any time (over a third return).

Delivering customer insight
Orange is committed to understanding customers’ business requirements. Exchange online directly contributes through content analytics, but also using regular reader surveys via competitions that facilitate direct dialogue with customers. Survey/competition responses have increased 27% year-on-year, delivering invaluable customer insight to steer campaigns and product/services development.

They also add further value for the client by providing regular press release material for Orange's business PR team. For example, issue 29's competition delivered an amazing 1,900 customer case study leads. In 2011 social media sharing was also enabled to extend reach and content ROI.