Lifecycle framework & journey development for Superannuation members

The project consisted of three phases:

Discovery: We began with data analysis and further discovery of the current state and existing engagement model. Through this process, we identified existing member behaviours and pinpointed future opportunities for members to engage with the superannuation fund. A key priority was identifying opportunities for reducing churn and enhancing member lifetime value.

Lifecycle Strategy: Building upon the insights gained, we developed a comprehensive end-to-end lifecycle strategy. This strategy encompassed the creation of both a customer value model and a customer lifecycle model. These models were carefully designed to foster engagement, minimise churn, and enhance the overall lifetime value of customers.

Journey Development: In the final phase, we focused on crafting prioritised member journeys supported by a robust engagement framework. Using the new customer value model, we identified key strategic customer segments to target to maximise value for both the business and the customers. These journeys were purposefully designed to prompt action, nurture desired behaviours, and foster long-term engagement.

With whole business validation, the strategy is currently being rolled out through the build of initial prioritised journeys. 

We are continuing to work with Active Super to implement the strategy framework by developing further member journeys that will enhance the CX and drive member lifetime value.