Case Study: Cludo Transforms Industry Superannuation Fund’s Member & Employer Engagement

/ Author: Sam Rissman

Cludo’s client is a profit-for-member superannuation fund with $14 billion of assets invested on behalf of 75,000 members. It is a hybrid fund, managing both accumulation and defined benefit super schemes for over 80 large employers and hundreds of smaller enterprises Australia-wide.

Cludo’s solution has allowed the organisation to achieve:

Improved acquisition and retention of members and employers through an enhanced customer and employee experience

Increased operational and service delivery efficiencies through automated workflow-driven process improvements

Exceeded return on investment target, allowing the customer to maintain cost and performance competitiveness in the highly competitive superannuation market.

The Fund had introduced a number of applications to administer products and services, record member and employer interactions, provide reporting and analytics and manage member and employer communications, however the environment did not provide a single view of employer data, delivered limited visibility for member and employer-facing staff of client interactions. The legacy environment delivered a fragmented and inconsistent member experience and was burdened by manual and inefficient internal workflow processes.

To address these challenges, the organisation undertook a digital transformation which included the implementation and integration of Salesforce across three key user groups; Member Services, Employer Relations and Corporate Development teams.

Cludo developed and implemented an integrated Salesforce solution for its client to manage member, employer and key stakeholder engagement. The solution provides the organisation with a system of engagement for prospects, members and employers and integrates with the Fund’s administration platform data which is managed externally by an outsourced service provider. 

The solution integrates with the organisation’s marketing automation application which has enabled the Fund, for the first time, to unify visibility and the customer experience across marketing, sales and service and move to a customer-centred service delivery model. The solution allows the Fund to maintain, monitor, report-on and be responsive to members and employers, make timely decisions and informed decisions and automate repetitive tasks, thereby creating efficiencies and reducing operational and service delivery risk.

Following implementation, the Fund has engaged Cludo as a strategic partner via managed services to deliver ongoing enhancements to the solution. The Cludo solution has enabled the Fund to pursue its strategic growth objectives through focused and efficient B2B (employer) and B2C (member) engagement.

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