1 Belgrade 2009 How to build up a consumer complaints service that fosters the organisations' reputation and generates income

2 The Department Individual Help offers a first aid service. We try to advice correctly and show the first steps of a solution to as much consumers as possible. Large demand also from the non members Our mission

3 Free advices of our experts ! Immediately access Full access to our website (articles, calculators, alarms…) Other advantages of the Total Service Improved sales conditions (improved conditions of the market for all consumers) Special financial conditions for our members Reduction on the price of the magazines of 50% the first year Part of a concept

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6 Complaints = useful source of information All complaints are collected and sorted by issue Legal Financial Others

7 Purpose of the complaints Inform the public- press release - press conference - article - website Press (answer to journalists) Planning (consumers interest) Internet (swindle- alarm) Recall to testimony (group the similar experiences)

8 Legal matters Consumer law – social law – family law – rental problems - … Individual base  contact professional to find amicable solution ( mediation) (exceptions: already in court ) Financial matters mortgage/ credit taxes investments inheritance law General matters consumers goods health food public services Permanences

9 85 External lawyers - Helpline by phone (9 to 2:30 – 13 to 17) – members only - Advice by and by letter (at home or at Test-Achats)  members - Phone OUT  non members TOPICS: consumer law – social law – family law – rental problems - … Legal Flow

10 7 Financial advisors - Helpline by phone (9 to 12:30 – 13 to 16) – members only - Advice by , letter and phone  members - Phone OUT  non members TOPICS: financial problems – fiscal problems – investments – credits - … Financial flow

11 10 phone operators and 3 mail operators - Helpline by phone (9 to 12:30 – 13 to 17) – members only - Advice by , letter and phone  members Phone OUT  non members TOPICS: Answers all requests of general matter of the consumers (website, calculators to help to choose the right company electricity,telecom health, food, hi-tech, …) General Line

12 Contact us by phone ! Telephone = cheapest (3x  mail) = fastest = direct, most appreciated = time to answer = not interactif (generate more mails…) Letter = time to answer = complicated (follow up - more room  expensive)

13 Average time online Legal matters  4 à 5 min Financial matters  4 à 5 min. General matters  2 à 3 min.

14 How to generate income ? By recruitement By fidelisation Created trafficSpontaneous traffic

15 MembersNon members Full service First advice Show the value of our services Fidelisation Show the value of our services Recruit

16 Notoriety : Part of traffic is generated because people know us BE PRESENT ! ( press conferences, lobby, radio, television) How people find us? (a great part of non-members up to 20%) Spontaneous traffic

17 TA : our magazines50 % our member card our website others PHONE BOOKS 36% PRESSradio 5% television newspapers/magazines RELATIONSfamily14% friends colleagues

18 3 changes to recruit … 1) SUBSCRIPTION DEPARTMENT (recruitment by phone) 20% - 40% accept to become a member YESNO advice free small advice 2) CONVERSION OUTBOUND 9% accept to become a member 3) E MARKETING Belgium, Portugal, Spain, Italy, Brésil : same model new members for 2008

19 Created traffic Press agreements - Tel for free article - Article with voucher for free advice Agreements with public services ( ex rental ) Agreements with Internet sites Telephone book Petitions ! Forum Campaining - MO Traffic Actions

20 Campaining : all the outputs Change to improve notoriety Opportunity to recruit 1 topic interesting for a large public press (radio*,tv, newspapers…) magazines lobby internet site call center brochure ( free guide ) * Latest Radio2/Vivacité on credit, financial crises, electricity

21 Action plan - List of complaints / questions … what type? -What can you already offer without investment? -Copies? -Advice? -Internet ( some topics?) -What can we offer and needs a small investment? -Phonebooks? Where to find us -Notoriety - petitions…for changing a law, for prices in a specific domain….(lobby) - radio… RECRUIT BY PULL

22 Communication - Importance of communication on WHAT you can offer …on what they can expect - Do what is promised

23 Recruit new members Preserve the members  Quality of the advice !  Availibility ! ( every day during working hours)  Delay between the question and the answer ( different for each media cfr research satisfaction ) TRAP : favourise the recruitment of new members in the disadvantage of the member Service level

24 Thank you