The super administrator this month surveyed chief executives, CFOs and fund executives from its largest super fund clients on how they plan to engage members and on the changing drivers of digital engagement.
Collectively, the responding funds represent over 3 million members.
Link chief operating officer Suzanne Holden said around 80 per cent of respondents believe the best digital channel to engage members is the fund’s website.
The research also showed the number of website visits per day increased by 48 per cent between December 2009 and December 2012 and that inbound emails from members increased by 38 per cent.
Ms Holden said most superannuation funds consider their website the main digital touch point for members to obtain information and transact. However, respondents said members are beginning to proactively contact funds via email on a more regular basis.
“Our administrator teams are also seeing increasingly complex email and phone enquiries which points to members becoming more confident, savvy and educated,” Ms Holden said.
While the results indicate member engagement is currently being driven 70 per cent though face-to-face contact and 80 per cent through paper collateral, 80 per cent of respondents believed this would change within the next three years.
Only 30 per cent believed social media channels such as Facebook, Twitter and LinkedIn would be a key driver of engagement in the future. However, 80 per cent agreed these channels were necessary in monitoring customer complaints.
“Social media can be a channel to further enhance member engagement and experience but for most funds, the priority still remains on the website, online forms and search engine optimisation,” Ms Holden said.
The survey also revealed half of the funds surveyed have never used social media platforms such as Facebook, Twitter or LinkedIn or other content channels such as YouTube or podcasts.
Ms Holden said while social media may not be used as the main point of contact by super funds in the future, all respondents said its influence was likely to increase.
“This represents a potential gap in the market as another communications channel for funds to engage with members,” she said.
