Guild Super
Customer Journey Mapping for GuildSuper
Brief
When a new member joins a superannuation fund like GuildSuper, the first 90 days are critical to kickstarting a positive brand relationship, particularly for those who have been signed up by their employer. There are some defined actions that members need to take in this time that will ensure they get the most out of their superannuation. The problem is there is a lot of confusion about how super works, what members need to do after sign up, and what GuildSuper can offer them.
Background
Razorfish were tasked with developing a customer journey strategy across multiple channels that would:
Increase registration for an online account from 18% to 30%
Increase rollover of previous super funds into their new GuildSuper fund from 3% to 10%
35%
Increase in online orders 2023
Solution
We developed a customer-triggered customer journey across eDMs, SMS, social, and mail that clearly broke down the benefits and actions relating to their super into simple steps. Our guiding principles, Be Simple, Be Informative, Be Clear, ensured we minimised members' decision fatigue and tailored the messaging depending on how they joined and what their experience was with super related products.
The CRM and marketing strategy successfully educated members and guided them through the roll-in process, resulting in a significant increase in the new members. By utilising a multi-channel CRM approach, Razorfish helped GuildSuper enhance member engagement and improve the efficiency of their communication strategy. The campaign not only increased roll-ins but also contributed to long-term member retention and profitability.
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