Digital Logic - Mercer Case Study

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DIGITAL TRANSFORMATION & CUSTOMER–CENTRIC JOURNEYS Mercer provides superannuation services to its own customers and administers the funds of major brands such as Qantas and ANZ. With integrated customer services at the core of their business, creation of remarkable customer journeys regardless of channel (phone, print, digital, face-to-face) is paramount to Mercer’s strategy. The Challenge Mercer approached Digital Logic to assist with their digital transformation project across all their marketing communications. Traditionally dependent on entirely print, and basic email material, they needed a platform that would not only manage the automation of digital elements, but one that integrated print seamlessly into the mix as well. Unlike other marketing programs, Mercer wanted to break new ground in the management of customer marketing communications, with the automation of all direct mail into the customer journey. This meant that XML-based correspondence such as Welcome Letters, Rollover Notices, Exit Statements and others, would all be automated along with marketing communications across multiple channels of the members’ choosing. Additionally, all of this information needed to be integrated back into the core wealth management platform and CRM for transparency across the business. “We wanted to create an entirely seamless and automated customer journey for our customers, but it needed to integrate with our existing platform to maximise efficiency across the business,” said Cambell Holt, Consumer Marketing Leader at Mercer. “This was a critical step in the delivery of our major transformation program across the three areas of people, process and technology”. The solution also needed to be available to the many sub-brands in their portfolio while complying with the various regulatory and compliance restrictions of each. MERCER CLIENT CASE STUDY marketing cloud partner Challenge: ą Dependency on print and basic email communications ą Ambitious time-frame ą Data complexity ą Multiple sub-brands ą Multiple system integrations Objectives: ą Digital transformation ą Customer-centricity ą Operational efficiency Solution: ą Delivery of behavioural and event based customer journeys across email, SMS and direct mail ą Rationalisation of legacy documents into common templates driven by business rules ą Transformation of XML data into Data Extensions using complex scripting with no precedent ą Self-serve communications portal for Mercer administration staff ą Development of a custom preference centre with native integration into Sales Cloud ą Automate repetitive, manual processes with Automation Studio ą Development of a custom decision split activity for Journey Builder to meet Mercer’s needs (which has since been adopted by SFMC for their latest Release)

Transcript of Digital Logic - Mercer Case Study

Page 1: Digital Logic - Mercer Case Study

DIGITAL TRANSFORMATION & CUSTOMER–CENTRIC JOURNEYSMercer provides superannuation services to its own customers and administers the funds of major brands such as Qantas and ANZ. With integrated customer services at the core of their business, creation of remarkable customer journeys regardless of channel (phone, print, digital, face-to-face) is paramount to Mercer’s strategy.

The ChallengeMercer approached Digital Logic to assist with their digital transformation project across all their marketing communications. Traditionally dependent on entirely print, and basic email material, they needed a platform that would not only manage the automation of digital elements, but one that integrated print seamlessly into the mix as well.

Unlike other marketing programs, Mercer wanted to break new ground in the management of customer marketing communications, with the automation of all direct mail into the customer journey. This meant that XML-based correspondence such as Welcome Letters, Rollover Notices, Exit Statements and others, would all be automated along with marketing communications across multiple channels of the members’ choosing. Additionally, all of this information needed to be integrated back into the core wealth management platform and CRM for transparency across the business.

“We wanted to create an entirely seamless and automated customer journey for our customers, but it needed to integrate with our existing platform to maximise efficiency across the business,” said Cambell Holt, Consumer Marketing Leader at Mercer. “This was a critical step in the delivery of our major transformation program across the three areas of people, process and technology”.

The solution also needed to be available to the many sub-brands in their portfolio while complying with the various regulatory and compliance restrictions of each.

MERCER

CLIENT CASE STUDY

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Challenge: ą Dependency on print and basic email

communications

ą Ambitious time-frame

ą Data complexity

ą Multiple sub-brands

ą Multiple system integrations

Objectives: ą Digital transformation

ą Customer-centricity

ą Operational efficiency

Solution: ą Delivery of behavioural and event based

customer journeys across email, SMS and direct mail

ą Rationalisation of legacy documents into common templates driven by business rules

ą Transformation of XML data into Data Extensions using complex scripting with no precedent

ą Self-serve communications portal for Mercer administration staff

ą Development of a custom preference centre with native integration into Sales Cloud

ą Automate repetitive, manual processes with Automation Studio

ą Development of a custom decision split activity for Journey Builder to meet Mercer’s needs (which has since been adopted by SFMC for their latest Release)

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MERCER CASE STUDY

DIGITAL TRANFORMATION & CUSTOMER-CENTRIC JOURNEYS

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The GoalThis project involved three key deliverables:

ą Total digital transformation of Mercer’s communication and customer relationship infrastructure across multiple sub-brands and client funds.

ą Shift the organisation towards an automated customer-centric model for marketing and direct mail, using a holistic marketing strategy with a strong focus on significant touch points along the customer life-cycle.

ą Improve operational efficiency for marketing and admin staff through the automation of marketing, direct mail communications, digital and call centre experiences.

ApproachWith such a large scale and critical project, it was important for Digital Logic to operate as part of the Mercer Change Management Team. Using knowledge transfer and thought leadership, our team members conducted research and ran workshops to identify touch points, data capture and transfer, and communications channels and outputs. An integral part of this process was identifying templates that could accommodate the regulatory constraints of the varied brands that were being represented.

The Mercer team have pushed boundaries, powering an integrated Sales Cloud & Marketing Cloud solution to deliver innovation across multiple channels, delivering relevant and personalised omni-channel communications at speed. Salesforce Marketing Cloud has even adopted changes made to Journey Builder by Digital Logic to accommodate the Mercer vision, in our upcoming release. Mercer has made exceptional progress in a very short time. It is one of the most successful implementations of SFMC we have seen to date.”Peter BeltonRegional Vice President, Enterprise Sales, Marketing Cloud, ANZ | Salesforce

MR JOHN CITIZEN123 SAMPLE STSAMPLETOWN VIC 1234

15 June 2015

T H I S B I R T H D AY R E P R E S E N T S M O R E T H A N J U S T A N O T H E R Y E A RHi Bartholomew,

Happy birthday from all of us at Mercer Financial Advice. It’s not every day you turn 60.

A lot has changed over those years

Like Australia’s coming of age, you’ve also seen a world of change since. We’re living longer, you’ve achieved a great deal and made some good decisions along the way.

And there’s even more to look forward to

Your 60th birthday presents a great opportunity to help create a better life for your long, happy retirement with the expert guidance of Mercer Financial Advice to help you maximise capital, cash flow and save on tax while you’re still working.

Start your 60th year with the gift of good advice and help your future-self today.

Call 1800 688 612

Thanks,

Your Customer Services Team mercersuper.com

1956 was a pretty great year and a lot of great things made their first appearance – including you, right?

Australia witnessed it’s first Olympics at home… as you were first opening your eyes!

Update your communication preferences at mercersuper.com/mypreferences, via your online account under the ‘personal details’ section or by calling us on 1800 682 525 if you don’t want to receive further marketing communication from Mercer. View our privacy policy at mercersuper.com/privacy

Visit mercersuper.com/appointment to request a call back

Direct Mail Email: Desktop & Mobile

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MERCER CASE STUDY

DIGITAL TRANFORMATION & CUSTOMER-CENTRIC JOURNEYS

The SolutionWorking with the Mercer team, we achieved their vision of digital transformation and customer-centricity through a combination of software, extensive data transformation and expertise in multi-channel customer journey management.

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Mercer Superannuation (Australia) Limited, ABN 79 004 717 533, AFS Licence #235906GPO Box 4303 Melbourne Vic 3001Helpline 1800 682 525www.mercersuper.comMercer Superannuation (Australia) Limited is the trustee of the Mercer Super Trust, ABN 19 905 422 981. 1 of 3

E X I T S TAT E M E N T

Prepared for FULLNAMELAST_REVIEW – EXITDATE

MySuper Product DashboardVisit: mercersuper.com/documents

Your final super balance

PAY_GROSS_AMTMember number CLIENT_IDAccount number ACC_NUMTFN Supplied TFN_STATUS

Important: This is your exit statement which provides details of your final balance. Please check this document carefully.

These returns are not the same as your returns in any particular investment option as the actual rate of return for your investment will depend on the timing of contributions and other transactions.Past performance is not a reliable indicator of future performance.* The Percentage change shows how the unit prices have changed since your last Annual statement. This may not apply to an investment if the commencement date of the investment occurred on or after LAST_REVIEW, or the closing date of the investment occurred earlier than <exitdate>.

Your final super account summary

Opening balance as at dd/mm/yyyy OPENING_BAL

Contributions SUMM_CONTS

Transfers and or rollovers SUMM_ROLL

Fees SUMM_FEES

Insurance premiums SUMM_PREMS

Tax and adjustments SUMM_TAX

Investment earnings SUMM_EARN

Withdrawals SUMM_WITH

Final super balance paid CLOSING_BAL

Closing balance $0.00

Your withdrawal balance consists of

Preserved portion PAY_PRES

Restricted non-preserved portion PAY_RNP

Unrestricted non-preserved portion PAY_UNP

Other benefits as at <exitdate>

Death DEATH

which included insurance of DTH_INS

Total & Permanent Disablement TPD

which included insurance of TPD_INS

<TTD_DESC> TTD pm

Want to understand more about this statement?Go to mercersuper.com/exit_statement_explantory_notes

Your account investment summary

The investment earnings on your account were based on the number of units held and the movement in prices. See below for your final investment account summary, including the unit prices used to determine your super benefit. Please note there might be a slight variance in the calculation due to rounding.

Investment Option(s) Opening Unit Price Closing Unit Price Percentage Change* Units Held Value

INV_NAME INV_OP_PRICE INV_CL_PRICE INV_PCHANGE INV_UNITS INV_AMT

INV_NAME INV_OP_PRICE INV_CL_PRICE INV_PCHANGE INV_UNITS INV_AMT

Total INV_TOTAL_AMT

02_Rollover Confirmation_02_Mercer_Statement.indd 1 26/11/2015 4:41 pm

Mercer Superannuation (Australia) Limited, ABN 79 004 717 533, AFS Licence #235906GPO Box 4303 Melbourne Vic 3001Helpline 1800 682 525www.mercersuper.comMercer Superannuation (Australia) Limited is the trustee of the Mercer Super Trust, ABN 19 905 422 981.

Opening Balance as at LAST_REVIEW OPENING_BAL

Plus contributions and rollovers

Date Source Employer Salary Sacrifice Member Post-Tax Subtotal

00/00/0000 Source description $ 00,000.00 $ 00,000.00 $ 00,000.00 $ 00,000.00

00/00/0000 Source description $ 00,000.00 $ 00,000.00 $ 00,000.00 $00,000.00

00/00/0000 Source description $ 00,000.00 $ 00,000.00 $ 00,000.00 $ 00,000.00

00/00/0000 Source description $ 00,000.00 $ 00,000.00 $ 00,000.00 $ 00,000.00

00/00/0000 Source description $ 00,000.00 $ 00,000.00 $ 00,000.00 $ 00,000.00

00/00/0000 Source description $ 00,000.00 $ 00,000.00 $ 00,000.00 $00,000.00

00/00/0000 Source description $ 00,000.00 $ 00,000.00 $ 00,000.00 $ 00,000.00

00/00/0000 Source description $ 00,000.00 $ 00,000.00 $ 00,000.00 $ 00,000.00

00/00/0000 Source description $ 00,000.00 $ 00,000.00 $ 00,000.00 $ 00,000.00

00/00/0000 Source description $ 00,000.00 $ 00,000.00 $ 00,000.00 $ 00,000.00

00/00/0000 Source description $ 00,000.00 $ 00,000.00 $ 00,000.00 $ 00,000.00

00/00/0000 Source description $ 00,000.00 $ 00,000.00 $ 00,000.00 $ 00,000.00

Total $ 000,000.00 $ 000,000.00 $ 000,000.00 $ 0,000,000.00

Transaction listing group description _____________________________________________________________________________ $ 00,000.00

Transaction listing group description _____________________________________________________________________________ $ 00,000.00

Transaction listing group description _____________________________________________________________________________ $ 00,000.00

Transaction listing group description _____________________________________________________________________________ $ 00,000.00

Plus other transactions

Date Description Subtotal

00/00/0000 Transaction listing group description $ 00,000.00

00/00/0000 Transaction listing group description $ 00,000.00

00/00/0000 Transaction listing group description $ 00,000.00

00/00/0000 Transaction listing group description $ 00,000.00

Total $ 000,000,000.00

Contributions Tax and other tax adjustments _______________________________________________________________________ SUMM_TAX

Investment Earnings ___________________________________________________________________________________________ SUMM_EARN

Final super balance paid as per your request __________________________________________________________ CLOSING BALANCE

Closing Balance at <exitdate> ______________________________________________________________________________________ $ 0.00

Concessional and non-concessional contribution amounts

The total concessional contributions received in respect of you for the current financial year ending were CON_CONTS. (This amount includes any insurance premiums or other expenses paid by your employer, if applicable, on your behalf.)

The total non-concessional contributions received in respect of you for the current financial year ending were NONCON_CONTS.

These amounts will have been reported to the Australian Tax Office for the purpose of contribution caps and Division 293 tax purposes. For more information on the Division 293 tax on high income earners please refer to the ATO website at www.ato.gov.au.

2 of 3

Y O U R T R A N S A C T I O N S U M M A R Y

02_Rollover Confirmation_02_Mercer_Statement.indd 2 26/11/2015 4:41 pm

Mercer Superannuation (Australia) Limited, ABN 79 004 717 533, AFS Licence #235906GPO Box 4303 Melbourne Vic 3001Helpline 1800 682 525www.mercersuper.comMercer Superannuation (Australia) Limited is the trustee of the Mercer Super Trust, ABN 19 905 422 981. 3 of 3

Indirect costs and total fees paid by you for the period LAST_REVIEW to EXITDATE

The Trustee is required to provide you with information about fees and costs in the manner as shown on this page. If you have any queries about the information shown please contact the Mercer Super Helpline on 1800 682 525.

Indirect costs of your investment __________________ $ 00,000.00

This approximate amount has been deducted from your investment and includes amounts that have reduced the return on your investment but are not charged directly to you as a fee.

Total fees you paid _______________________________ $ 00,000.00

This approximate amount includes all the fees and costs which affected your investment during the period.

Additional explanation of fees and costs

Total fees you paidThis figure includes the administration fees and premiums shown in your transaction summary section above and the “Indirect costs” shown above.

Indirect costs of your investmentIndirect costs represent the costs of running Mercer Super over and above any fees deducted directly from your account. These costs are not new.

They include investment management fees and may include fees paid to service providers including Mercer Super’s administrator, auditor and adviser and the costs associated with running the Mercer Super including various Government levies.

Income tax and its effect on feesTax is payable on investment earnings of Mercer Super at a maximum rate of 15%. However, as Mercer Super is allowed a tax deduction in respect of certain fees and costs the rate of tax actually payable by Mercer Super may be less than 15%. The benefit of any income tax deductions is passed on to members either directly or indirectly when the Trustee determines earnings or by meeting other costs incurred by Mercer Super.

Contribution Tax and tax adjustmentsTax of 15% is payable on taxable contributions such as Employer and Salary Sacrifice contributions. Your administration fees, investment management fees and insurance premiums, if any, are tax deductible, thus reducing the contributions tax payable. In some cases the timing and application of tax is such that the Mercer Super administration system does not allocate tax to particular transactions. In such cases the proper tax treatment is achieved by way of tax adjustment transactions.

Other notes

Dispute resolutionThe Plan also has a dispute mechanism in place to help resolve any complaints you may have. If you wish to make use of this mechanism, you can contact the Enquiries and Complaints Officer by writing to the address supplied or by calling the helpline:

The Complaints Officer Mercer Super GPO Box 4303 Melbourne Vic 3001

Phone: 1800 682 525 8.00am - 7.00pm Monday - Friday (AEST/AEDT)

Talk to usIf you have a question or need more information to understand the Plan, your benefit entitlements or any fees, charges or expenses paid by Mercer Super, please contact our helpline on 1800 682 525.

Your privacy is important to usFor information on privacy and the handling of your personal information please refer to our website www.mercersuper.com.

Need help?Call the Mercer Super Helpline on 1800 682 525

02_Rollover Confirmation_02_Mercer_Statement.indd 3 26/11/2015 4:41 pm

Statements

ą The centre piece of the strategy, Salesforce Marketing Cloud, enabled Mercer to automate all digital communications to their customers as part of a larger customer journey strategy. All communications entered into Salesforce were automatically passed back into Salesforce CRM for business transparency.

ą Digital Logic’s proprietary direct mail app, Printid™, plugged into the Salesforce platform and allowed print communications to be integrated into the customer journey, across complex business rules (requiring development within SFMC), based on customer preference or regulatory compliance dictated.

ą Over 20 event triggers were implemented into Salesforce to kick-start Mercer’s customer journey automations.

ą Digital Logic’s creative team redesigned and condensed over 160 legacy communication templates into 7 dynamically driven communication journeys spanning print, email and SMS.

ą Mercer’s XML data was completely transformed to be stored in Data Extensions and used to trigger personalised correspondence (in print, email or SMS) in Salesforce Marketing Cloud.

ą A completely automated correspondence and communication portal was developed for Mercer admin staff. The portal allowed them to instantly create personalised, responsive and on-brand communications across email and print on-demand whenever there was a need for ad-hoc member communications. This also enabled all communications to be tracked and archived for reconciliation and compliance.

ą An automated ‘Smart Start’ customer boarding series was executed which helped welcome all new Mercer Super customers to the brand across email and print.

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The Results ą The digital transformation project was completed in time for Mercer to meet their internal

and external deadlines, enabling them to become the first super fund to deliver a fully automated customer-centric model, not only for their customer base, but also for their many sub-brands and client partners that utilise their service.

ą As a result, Mercer now offers this marketing automation capability to their 30+ client portfolio, allowing any super fund to digitally transform their communications to a customer-centric cross-media infrastructure.

ą This solution has given the business and its corporate clients a significant competitive advantage in the financial services industry.

OutcomeThe project marked a first for both Mercer as well as Salesforce Marketing Cloud, by extending digital transformation beyond marketing communications and seamlessly integrating this into all elements of the business. As a result, Mercer have become more effective in their marketing initiatives, and their customer experience capability is far more scalable.

“Superannuation represents one of the largest investments that most Australians will ever make. For the first time, we are able to provide customers with global best practice experiences, when and how they want them. Thank you to our implementation partner Digital Logic for what can only be described as a dogged determination and superhuman effort to land the project on spec and deliver on the promise.”

Cambell Holt, Consumer Marketing Leader, Pacific

MERCER CASE STUDY

DIGITAL TRANFORMATION & CUSTOMER-CENTRIC JOURNEYS

Copyright Digital Logic Marketing 2016. Commercial in confidence. Not to be replicated without the consent of Digital Logic”.

Digital Logic Marketing Solutionsp: +61 3 9555 5001 w: www.digital-logic.com.au e: [email protected] Office: 477 Warrigal Rd, Moorabbin VIC 3189

“ The first Super Fund to deliver a customer centric automated communications model, across all channels that is seamlessly integrated with the data environment.”

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