The hidden potential of the phone bill

Orange spends £26m a year sending paper bills to customers in the UK; a considerable expense for a communication that’s unloved by just about everyone. Not surprisingly, those in the business looking to make savings question the value of the paper bill, pointing out the savings that could be made switching to on-line billing. Suspecting the baby might be thrown out with the bath water, the brand team in Orange saw an opportunity, and asked Engine to speculate on a brighter future for the Orange bill.

Exploring how the Orange bill could become a more significant touchpoint.

One bill through your letterbox is pretty much the same as another. And as our insight research confirmed, people have very low expectations of the bills that land on their doorstep. Despite the efforts of companies to personalise bills, theyre hardly something to look forward to. Three insights were clear early on. Firstly, that a paper bill is the only regular communication that customers receive - and actually open. Secondly, that take-up of on-line accounts is limited to a minority who are comfortable with computers. And thirdly, although few interviewed actually went through their bills in detail, they said they would feel uncomfortable without one.

Through creative workshops we looked at what people value receiving through their letterboxes, what Orange could provide and ways to make better use of customer information to build better bills. We began to see the humble paper bill as unexploited potential for Orange and developed a roadmap of concept bills that demonstrated an evolution from spreadsheet printout to valued communication. The concepts developed demonstrated how bills could actually deliver services, shifting them from a cost to a revenue stream. We also suggested more meaningful ways that bills could be used to build relationships with customers and better express the strategic direction of the Orange brand.

Designing service touchpoints for Orange.

Orange seized an opportunity to investigate an unloved and unexploited customer touchpoint. They’ve now developed a business case based on the concepts developed by Engine with projected revenue of £21m per year. They are developing a system specification that will change the way the business views and uses this important monthly communication with customers.