Calling All Small Businesses
"I think there are these moments of truth in the customer relationship with the company where frustration can set in; where they are looking at the company and their decision to continue or discontinue interacting with our brand," explains Raible. "This program is really designed to cover that initial time period with BellSouth and make sure that it's an easy process, so those moments of truth are positive and there's a decision to continue because BellSouth understands their needs."
The first touchpoint of the new customer program, the Welcome Kit, now is mailed within five to 10 days of service activation and is designed more from a marketing perspective. The 91⁄2˝ x 12˝ package is entirely BellSouth blue in color and easily stands out in the mailbox. Each of the elements of this piece establishes one-on-one communication with the customer from the start. Inside, the kit features a brief welcome letter thanking the customer for choosing BellSouth. To the point, it hits on the various services available to the customer. An attached, perforated slip at the bottom of the letter allows the customer to send away for more information on the company's many services. Also enclosed is a small brochure with directions that show new customers how to read their bill. There also is a separate sheet of coupons, a BRE and a BellSouth folder.
Christopher Castano, copywriter, Harte-Hanks, explains the reasoning behind including the coupon page as a separate element in the kit: "We wanted to be as tactful as possible. We actually have [it as] a separate element in there so it's not hitting the customer a little too aggressively."
The folder included in the kit is a value-adding component and features a thank-you message from David Scobey, president of BellSouth Small Business Services. The folder's interior copy emphasizes the breadth of services BellSouth provides. It's also an element the customer can keep—and keep using. "We're going after people who are small business owners," says Castano. "They're the same people who are trying to get that new business, who are also filling out bills on a daily basis. They wear a lot of hats and we thought the folder would be a good idea to really help organize paperwork."