TikTok campaigns, influencers, or something else? Effective communications start with what members want to know.
Some pension schemes are getting upticks in member engagement through exciting new apps, TikTok campaigns, and influencers.
For those that don’t have that option, there is good news. The universal route to better member engagement is a really simple idea: starting with what members need.
Instead of asking ‘what do we need to tell members?’, the best schemes ask ‘what do members want to know?’. This user-led principle is at the heart of successful engagement.
Start with user needs
A user-focused communications strategy ensures members get the right information at the right time, in a format and channel that works for them.
That strategy needs to start with user research. For example, schemes that start by discovering what members struggle with can tailor their messaging accordingly.
Instead of assuming everyone understands what section they’re in, or why it’s important to update your beneficiaries, good schemes listen to members, use their language, and give clear answers to the most common questions.
Human interaction is key
Research shows that members value personal, straightforward communications. In fact, many call their schemes just to talk through options and ask questions.
They may say they want ‘advice’ but, when you ask them to explain what they mean by that, most don’t mean the FCA-regulated kind. They mean they want to speak to a human to check their thinking. Schemes should recognise this and design communications that are approachable and easy to understand.
For schemes with multiple providers or sections, members can feel overwhelmed trying to work out how their pension fits together. We tend to make them grapple with how they fit into the scheme, instead of showing them how the scheme fits together for them.
Schemes need to bridge this gap, making it easier for members to see all their benefits in one place and take the right actions. This could mean redesigning websites or creating tools that help members navigate their pensions.
Taking action
Another critical area is encouraging members to take beneficial actions. Whether it’s nominating a beneficiary or choosing the right retirement options, schemes need to make these actions inclusive and appealing.
For example, some schemes have redesigned their websites to focus on action-taking, using clear calls-to-action and simplifying processes. The result? More members making better decisions, which leads to better outcomes.
The eventual arrival of dashboards will give schemes another positive action to promote to members. It could result in more members coming from a dashboard to their scheme’s website with the intention of taking action.
In some cases, of course, that action might be to transfer to a different scheme. But for others this will be another engagement opportunity that schemes need to be ready for.
Iterate and improve
Finally, good engagement doesn’t end with one round of communications. The best schemes continue to iterate based on feedback.
When members engage with a video, a letter, or a website tool, their responses should shape future communications. This feedback loop builds trust, reduces queries, and encourages members to take actions that improve their retirement outcomes.
By focusing on user needs, schemes can transform how they engage with members – making the right actions easier to take and delivering better outcomes for all.
This article first appeared in Pensions Expert
