Mercer Customer Experience Solutions€¦ · Unleashing the power of data analytics ... funds create a truly modern Customer Experience Ecosystem where data is collected, analysed

H E A LT H W E A LT H C A R E E R

C U S T O M E R E X P E R I E N C E S O L U T I O N S

Bringing member data to life through technology integration

2 Customer Experience Solutions2 Customer Experience Solutions

Bringing member data to life through technology integration 3

C O N T E N T S

B A C K G R O U N DThe new rules of superannuation ................................................................................................................4

S O L U T I O N O V E R V I E WA world of data intelligence ........................................................................................................................6The power to connect ................................................................................................................................7

C U S T O M E R E X P E R I E N C E E C O S Y S T E M Connecting the dots between member data ..............................................................................................8

M E R C E R E D G EUnleashing the power of data analytics .................................................................................................... 10

S A L E S F O R C E 1 C R MYour source of truth for every member .................................................................................................... 12

S A L E S F O R C E M A R K E T I N G C L O U DAdvanced automation capability ............................................................................................................... 14

A D O B E E X P E R I E N C E M A N A G E RThe interface between member and fund ................................................................................................ 16

N E X T B E S T C O N V E R S AT I O NEnhanced call centre conversations and outcomes ................................................................................. 18

C O N N E C T W I T H M E R C E RA superannuation service as individual as your fund .................................................................................20


4 Customer Experience Solutions

Y O U A R E N O T I N C O N T R O L

A shift of power is happening. Gone are the days when business dictated the terms to customers.

With access to unprecedented amounts of information and a disdain for poor customer service, now every business is on permanent notice, and your most valued superannuation member is only one click away from leaving for your competitor.

M E M B E R S H I P I S O P T I O N A L

Fans become members of their sporting club; professionals become members of their industry body. But loyalty like this does not exist between Australians and their superannuation fund – just as it does not exist between their bank, health insurer, or internet provider. Superannuation is a service, and it is a fund’s privilege to provide it.

Superannuation members are increasingly active. They have wants and needs, and will exercise their choice to stay with your fund according to the quality of experience you provide. In a world where Australians are getting great brand experiences every day, why should superannuation be any different?

B A C K G R O U N D

T H E N E W R U L E S O F S U P E R A N N U AT I O N

For superannuation funds, the message is clear – improve your customer experience or lose your members to a fund that has.

“Your customers don’t care about you, your products or your services. They care about themselves, their wants and their needs.”

– Joe Pulizzi; Founder of Content Marketing Institute

57% of customers have stopped buying from a company because a competitor provided a better experienceState of the connected customer report, 2018 – Salesforce

57%

O N E S I Z E D O E S N O T F I T A L L

We need to face the reality that a one-size-fits-all approach to customer service is no longer acceptable. In fact, more than half of consumers say they are likely to switch brands if a company makes no effort to personalise their communications (State of the Connected Consumer 2018, Salesforce).

The bottom line is when a member reads your email or visits your website, they expect personalised messaging — no matter which device they’re on.


84% of customers say being treated like a person, not a number, is very important to winning their businessState of the connected customer report, 2018 – Salesforce

84%

80% of customers say the experience a company provides is as important as its products and servicesState of the connected customer report, 2018 – Salesforce

80%

S O L U T I O N O V E R V I E W

A W O R L D O F D ATA I N T E L L I G E N C E

Personalisation is the challenge. Technology is the solution.

In our highly networked world, no single technology delivers the perfect solution.

By combining different platforms, Mercer helps funds create a truly modern Customer Experience Ecosystem where data is collected, analysed and shared automatically to build a clearer picture of every single member. For the individual, this means a more personalised retirement journey with better outcomes. For the fund, it creates a 360-degree view of every member with the technology to drive any strategic objective.

S U P P O R T I N G T H E F U T U R E O F Y O U R F U N D

Just as every person has their own financial journey, each superannuation fund has its own vision of success.

Mercer will work with you to design highly customised experiences for your members, leveraging our integrated ecosystem of leading customer technologies to drive the fund outcome you need – from growth, retention, sustainability, scale, or a combination of these.

I N C R E A S E M E M B E R S H I P

Reach and attract new customer groups with personalised and relevant communications.

G R O W F U M

Engage members at key moments, with technology-aided onboarding, consolidation and salary sacrifice campaigns.

B U I L D L O YA LT Y

Engage every member, with targeted campaigns and highly relevant one-to-one conversations, whilst monitoring customer satisfaction across every segment.

D I F F E R E N T I AT E B R A N D

Outperform the competition with category-leading customer engagement solutions.

D R I V E S C A L E

Build cost efficiencies and boost marketing ROI with scalable, highly-targeted automated campaigns.


Create a total technology ecosystem or optimise your existing world.

Mercer technologies give funds the power to connect with their members and are designed to work as an off-the-shelf, integrated solution. Alternatively we offer a range of solutions to help you harmonise your existing technology with Mercer’s ecosystem, including the integration of APIs as required.

We have considerable experience working with both large and small funds to embed technology solutions that deliver 360-degree data intelligence and the type of analytical and communications capability funds need to power up.

Whatever your technology starting point, Mercer will take a partnered approach to deliver the best outcome for your fund in terms of user experience, cost and future proofing.

T H E P O W E R T O C O N N E C T



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C O N N E C T I N G T H E D O T S B E T W E E N M E M B E R D ATA

I N S I G H T S A N D A N A LY T I C S E N G I N EMercer Edge

Segment your member populations into distinct audience groups, and understand what matters to them with detailed insights and predicative analytics.

S O U R C E O F T R U T H F O R E V E R Y M E M B E RSalesforce1 CRM

Bring together data from multiple platforms to form a single view of each member and power multi-channel experiences in real time.

A U T O M AT E D D E L I V E R Y S Y S T E MSalesforce Marketing Cloud (SFMC)

Deliver fully branded personalised communications to the right members, at the right time through multiple channels, giving marketers unprecedented control of the customer experience.

I N T E R FA C E B E T W E E N M E M B E R A N D F U N DAdobe Experience Manager (AEM)

Deliver a superior digital experience with personalised insights and compelling calls to action, and allow your members to get the information they need, when they need it.

B E T T E R C A L L C E N T R E C O N V E R S AT I O N S A N D O U TC O M E SNext Best Conversation

Drive great over-the-phone customer experiences and deliver positive member outcomes.

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I N S I G H T S A N D A N A LY T I C S E N G I N EMercer Edge

Segment your member populations into distinct audience groups, and understand what matters to them with detailed insights and predicative analytics.

S O U R C E O F T R U T H F O R E V E R Y M E M B E RSalesforce1 CRM

Bring together data from multiple platforms to form a single view of each member and power multi-channel experiences in real time.

A U T O M AT E D D E L I V E R Y S Y S T E MSalesforce Marketing Cloud (SFMC)

Deliver fully branded personalised communications to the right members, at the right time through multiple channels, giving marketers unprecedented control of the customer experience.

I N T E R FA C E B E T W E E N M E M B E R A N D F U N DAdobe Experience Manager (AEM)

Deliver a superior digital experience with personalised insights and compelling calls to action, and allow your members to get the information they need, when they need it.

B E T T E R C A L L C E N T R E C O N V E R S AT I O N S A N D O U TC O M E SNext Best Conversation

Drive great over-the-phone customer experiences and deliver positive member outcomes.

F U N DO B J E C T I V E S

M E M B E RO U T C O M E S



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U N L E A S H I N G T H E P O W E R O F D ATA A N A LY T I C S


Mercer Edge is an analytics and predictive modelling engine that makes facts about members readily accessible, brings these facts to life through the addition of detailed insight, and unleashes the power of predictive analytics to guide next generation marketing and member experiences. Mercer Edge brings clarity to your member base across key metrics, helping you identify opportunities and target customer profiles.

B E N E F I T S AT A G L A N C E

• Create a real-time flow of data throughout the ecosystem and turn individual insights into immediate value.

• Put sophisticated data directly into your marketers’ hands, allowing for more efficient use of resources.

• Your one-stop interactive view of members and marketing data with no requirement for expensive third party vendors.

• Streamline campaign preparation tasks including defining target audiences and building contact lists based on your contact rules.

• Develop appropriate strategies and campaigns with segmentation and precise targeting recommendations.

• Prioritise marketing and customer experience investment and maximise campaign ROI.

• Sophisticated audience segmentation with insight at the most granular level helps create true personalisation at scale.

C H O O S E Y O U R L E V E L

E S S E N T I A L Lets you know what members are doing and informs segment-specific intervention.

I N T E R M E D I AT E Delivers insights and personalisation recommendations based on geo-demographic, psychographic and behavioural segmentation.

E X P E R T Predictive modelling allows you to interpret customer intent so you can intervene at the right time to support positive member outcomes as well as retention and growth.

M E R C E R E D G E I N T E G R AT I O NMercer Edge is the analytics powerhouse of the Customer Experience Ecosystem and the closer it integrates with the other technologies the smarter it gets.


S A L E S F O R C E 1 C R M

Mercer Edge extracts relevant, campaign-specific data from Salesforce1 CRM to help marketers and sales teams refine personalised experiences, strategies and maximise ROI.

S A L E S F O R C E M A R K E T I N G C L O U D

Mercer Edge intelligence helps you define the right message, the right time and the right channel to deliver personalised experiences and compelling calls to action.

A D O B E E X P E R I E N C E M A N A G E R

Mercer Edge powers contextual insights and compelling calls to action to create valuable online interactions.

N E X T B E S T C O N V E R S AT I O N

Mercer Edge informs the next best actions members can take to deepen relationships with every contact.



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Pulling all your data together to create a single customer view is the first step toward becoming a marketing superpower. When partnered with Mercer Edge, Salesforce1 CRM lets you monitor trends, buying habits, return patterns, lead-origination sources and conversion funnel tendencies, with full channel integration at tremendous scale.


• Eradicate multiple systems and siloed member account data.

• Unify interactions across all channels to create relevant messaging that builds member relationships.

• Eliminate manual operations like hunting for contact information or entering data.

• Gain greater visibility into upsell, cross-sell, and retention opportunities.

• Enable frontline teams to quickly access a record of every interaction so they can provide members with fast answers


Y O U R S O U R C E O F T R U T H F O R E V E R Y M E M B E R



S A L E S F O R C E 1 C R M I N T E G R AT I O N Salesforce1 CRM is the brains behind your personalisation efforts and plays a central role in determining the action of other technologies.

M E R C E R E D G E

Salesforce1 CRM provides core data for Mercer Edge to process and a feedback loop to fuel and sharpen further predictive analytics.


Salesforce1 CRM lets your automation engine know in real time when a member takes action, triggering personalised campaign communications and messaging to drive greatest response and maximise marketing ROI.


Salesforce1 CRM captures member actions through your digital experience portal and informs the next best online experience, helping to ensure consistency across channels.




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Salesforce Marketing Cloud (SFMC) is the marketing automation platform for your Customer Experience Ecosystem, giving marketing teams unprecedented control over the customer experience. Deliver fully branded personalised communications to the right customers, at the right time, using the right channel.


• Eliminate low value tasks and free up your marketers to focus on strategic or high-value challenges.

• Test new experiences and deliver incremental improvements based on empirical data with little or no human intervention.

• Deliver dynamic personalisation adjusted to the insights marketers have gleaned about individual members.

• Standardise automated communications and control the experience across mobile, email, direct print, phone and digital channels.

• Send personalised, relevant communications to customers, both anticipating and responding to their needs.

• Real-time reporting enables ongoing optimisation and a clearer understanding of customer behaviour.


A D VA N C E D A U T O M AT I O N C A PA B I L I T Y



S A L E S F O R C E M A R K E T I N G C L O U D I N T E G R AT I O N SFMC works effortlessly with data analytics platform Mercer Edge, mobile-first website platform Adobe Experience Manager and the Salesforce1 CRM’s single customer view to create a seamless member experience and consistent messaging across all channels and devices.

M E R C E R E D G E

Mercer Edge is the analytics and predictive modelling engine that powers the automated journeys and helps marketers understand the health of their fund.


SFMC feeds real-time engagement with your digital communications, including member communication preferences to Salesforce1 CRM. This updates the member records so your single-customer view is always current.


SFMC allows you to target members within Adobe Experience Manager and enables personalised content for members who log in to their secure account.




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Adobe Experience Manager (AEM) is a mobile-first digital platform that enables members to interact with super on their own terms, anytime, on any device. It offers a comprehensive, visually appealing and easy-to-navigate dashboard and detailed member account information as well as personalised insights and compelling calls to action.


• Target website visitors with content, messages and offers that resonate with their needs and align with their goals.

• Deliver great customer experiences and reduce customer support costs with AEM’s self-service tools and content.

• Conveniently manage and publish content in real time.

• Use Mercer’s Fact, Insight, Action approach to deliver personalised experiences based on past actions and data insights.

• Generate personalised Statements of Advice on the topics of contributions, investments and retirement projections.

• All member initiated changes on the digital website are straight through processed and most are updated in real time.


T H E I N T E R FA C E B E T W E E N M E M B E R A N D F U N D



A D O B E E X P E R I E N C E M A N A G E R I N T E G R AT I O N Adobe Experience Manager is your ideal shop front. The more closely it aligns with other Mercer technologies, the greater its potential to service members with relevant facts, compelling insights and immediate actions.


AEM’s straight-through processing capability means member-initiated changes and actions are captured and updated quickly in Salesforce1 CRM.


AEM serves relevant content to members who receive targeted campaigns via SFMC and delivers personalised messaging based on responses to automated campaigns and journeys.

M E R C E R E D G E

AEM interactions provide frontline behavioural data for Mercer Edge to refine predictive models and personalised calls to action.




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Even with the rise of digital channels, members still want the option to deal with a real person. They expect this interaction to be seamless, and to receive an exceptional experience every time they make a call.

Mercer’s Helpline solution is inclusive of full member interaction tracking and relationship management capabilities, powered by Salesforce1 and Next Best Conversation capabilities that enable insight-driven discussions that delve deeper into member needs and assist with growth and retention strategies.

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C O N N E C T W I T H M E R C E R

A S U P E R A N N U AT I O N S E R V I C E A S I N D I V I D U A L A S Y O U R F U N DYou can’t engage today’s superannuation members with yesterday’s customer solutions. Mercer helps funds connect the dots between their data and their members to build highly personalised retirement journeys that drive better outcomes.

We’ll work with you to develop a strategic plan for implementing the right people, processes and technology to support your preferred Customer Experience Ecosystem. And that’s just the start. At Mercer, we pride ourselves on taking a partnership approach in everything we do to create solutions that answer your needs.

Visit mercer.com.au or email [email protected]

This brochure has been prepared by Mercer Consulting (Australia) Pty Ltd (MCAPL) ABN 55 153 168 140. ‘MERCER’ is a registered trademark of Mercer (Australia) Pty Ltd ABN 32 005 315 917. Copyright 2018 Mercer LLC. All rights reserved.

http://mercer.com.au

Documents

Mercer Customer Experience Solutions€¦ · Unleashing the power of data analytics ... funds create a truly modern Customer Experience Ecosystem where data is collected, analysed