The new, embedded supplementary communications are mostly meant for consumer invoices. The service takes advantage of Kauppalehti 121's profile and analysis services, as well as prediction classifications that identify the consumer's life phase and related communications needs.

The customer profiling utilizes vehicle and population data, but what makes the service concept unique is its use of prediction classification data to anticipate purchase behavior. The service offers, among others, value, attitude and prediction classifications that can be used to target the message, at its most accurate, to specific individuals. In addition, the invoice issuer can send the customer personalized messages and offer the option of two-way communication. The latter is realized via a digital return channel.

All information is processed in compliance with official data security and processing guidelines. The customers being billed may be net bank users or paper invoice recipients, but the supplementary communication is implemented in the same way. Tieto offers the concept as a service called Action Invoice, where the senders of the invoice can manage campaigns, communications and the look of the invoices.

"The service concept combines the direct marketing expertise of Kauppalehti 121 with Tieto's in-depth knowledge of customers and business. Kauppalehti 121's strengths include familiarity with data security and consumer law, as well as an understanding of the implementation possibilities for services. With the use of this service, a bill becomes something much more," says Harri Korhonen, Director for Financial Value Chain Services at Tieto.

"The service is aimed at companies that invoice consumers and want to increase the value of the customership in each phase of its lifespan; for one-time customers, regulars and those who recommend the company. Companies can use the service to increase their value by identifying, acquiring andd retaining profitable customer relationships, as well as making them grow. After all, the more a customer purchases, the longer he stays a customer and the better he pays, the more the relationship is worth", Lauri Mähönen, Kauppalehti 121's Development Director.