Improving member engagement through the use of technology and AI was the topic of the day at an exclusive Melbourne event hosted by Super Review today.
At an exclusive event in Melbourne, hosted by Super Review in partnership with Wipro, Informatica and
AWS, super experts and consultants discussed customer engagement and member experience.
Titled SuperEngage: AI, Data and Experience, the gathering brought together influential leaders to explore key trends reshaping the industry from the rise of artificial intelligence to member engagement and smarter use of data.
The event opened with a keynote from Amol Ubale, financial services consulting partner at Wipro, on data-driven member outcomes in the age of AI, sharing the shifting expectations from data teams and sector-specific insights for the superannuation industry.
One point he raised was around the ‘five Cs’ of super data engagement: compliance, context, continued engagement, convenience and customisation.
“There are five Cs that superannuation funds are working on, compliance, which is of primary importance especially around data privacy regulation. Context, getting those insights from your members about their life stage. The continued engagement, making it easy for members and making it interesting for them, and the customisation because every members’ journey is different and their aspirations are different.
“Although organisations are eager to implement AI and customisation for strategic business transformation in member services and engagement, the absence of high-quality data remains a significant challenge that must be addressed as a priority,” he concluded.
Later in the morning, Balaji Gopal, head of customer experience, digital and partnerships at Vanguard participated in a panel discussion with Informatica communities practice leader Jonathon Bowring and Wipro’s financial services consulting practice lead Jennifer Man.
Gopal shared his experience at Vanguard Super, which was launched in November 2022, while Man and Bowring discussed how technology providers can help super funds and provided tips for AI utilisation.
They also explored the implications of potential Delivering Better Financial Outcomes (DBFO) legislation and the use of ‘nudges’ to encourage super members to engage with their fund.
