CX/UX/UI
Mercer - Digital Transformation
Mercer Super Trust is a financial services company providing superannuation services to its members and managing funds for major brands such as Qantas and ANZ. They undertook a project to undergo digital transformation and develop customer-centric journeys that would allow them to offer a competitive ‘quick-start’ marketing automation package to their 30+ sub-brand portfolio clients.
Challenge
The main challenge was identifying touchpoints, data capture and transfer, communication channels, and outputs required for digital transformation and customer-centricity while ensuring operational efficiency. The team also had to find templates (both print and digital) that could accommodate regulatory constraints of varied brands.
Solution
A team of creative individuals with various skill sets was assembled to tackle the challenge. They used agile design sprints to conduct research, workshops and gain insights into customer needs and expectations. The team leveraged their expertise to develop customer personas, user journeys, and a strategy to deliver key milestones on-time and to budget.
Features
The team used UX, CX, and brand marketing methodologies to identify touchpoints, data capture and transfer, communication channels, and outputs. They also developed templates (both print and digital) that could accommodate regulatory constraints of varied brands. Salesforce Marketing Cloud was implemented to extend digital transformation beyond simple marketing communications.
Results
Mercer successfully delivered a competitive ‘quick-start’ marketing automation package, known as ‘Super in-a-box,’ to its 30+ sub-brand portfolio clients. This provided Mercer with a significant competitive edge in the financial services industry. The project marked a first for both Mercer and Salesforce Marketing Cloud by extending digital transformation beyond simple marketing communications.
Conclusion
The project’s success was due to the team’s expertise and knowledge transfer to deliver a customer-centric approach that addressed the company’s operational efficiency challenges. By using a combination of UX, CX, and brand marketing methodologies, the team identified touchpoints, data capture and transfer, communication channels, and outputs that resulted in a significant competitive advantage for Mercer.
