eapspi task forces: communication - workshop sigtuna, sweden, 24 october 2014

EAPSPI Task Forces: Communication - WorkshopSigtuna, Sweden, 24 October 2014

Sigtuna Workshop: Communication

Table of contents: Communication task force

• Members of task force

• Questionnaire

• Overview

• Objectives of pension

communication

• Layered Communication

• Segmenting clients

• Life events

• Channels


Communication task force

Meetings will take place in English and will be organised using conference calls and exchange of documents via e-mail. If necessary a face to face meeting may be organised to facilitate the dynamics of the group.• April – Launch – choice of issues, approach (methods), sharing of

information sources (key documents)2 conference calls: 1st and 30th April

• May – Preparation of mapping process - Face to face meeting for some TF members in Munich (Find Your Pension seminar)

• July – Questionnaire sent to all members• September – 2 conference calls: analysis of data and preparation

of workshopThe task force will present proposals for the next steps; these proposals will be discussed and the Board will make a decision on the future focus of task force work.November 2014 – October 2015: Task force continues to work. The focus may be adjusted after the workshop in Sweden. Membership of the task force may evolve during this period according to changes in focus for future work.

Members of task force

Questionnaire

Overview

Objectives of pension

communication

Layered Communication

Segmenting clients

Life events

Channels


Communication task force: Members

Ms Amaia Aldasoro Elkarkidetza Basque Country

Ms Malin Ejderberg* KPA Sweden

Mr Alexander Hornich BPK Austria

Ms Kristel Janssen ESIP-ONP Belgium

Dr. Anja Johanning AKA Germany

Ms Christina Lindh SPV Sweden

Mr Tero Manninen KEVA Finland

Ms Anette Pasternack* KPA Sweden

Mr Tim Pullman CDC France

Ms Mojca Trkman Modra Zavarovalnica Slovenia

Ms Claudia Wegner-Wahnschaffe VBL Germany

Mr Raoul Willms APG Netherlands

* KPA nominated 2 representatives. They will not participate at the same time in the same meeting.


Questionnaire

Overview


communication


Segmenting clients

Life events

Channels


Communication task force: Questionnaire

• What are the objectives of pension communication?• Your institution: organisation of communication • National measures concerning pension

communication• What do you communicate (examples of 3 basic

messages)?• Access to databases• Initiating communication with affiliates• Layered communication• Segmenting affiliates and addressing target groups• Life events• Communication channels• Pension calculator/Simulation tools


Questionnaire

Overview


communication


Segmenting clients

Life events

Channels


Communication task force:

15 replies to questionnaires


Questionnaire

Overview


communication


Segmenting clients

Life events

Channels

Institution CountryBUNDESPENSIONSKASSE Austria

VBV-Pensionskasse AustriaSdPSP BelgiumKEVA FinlandCDC FranceAKA GermanyVBL GermanyKVW GermanyAPG NetherlandsKLP NorwayCGA Portugal

Modra zavarovalnica SloveniaELKARKIDETZA Spain

KPA SwedenSPV Sweden



Overview

• Accelerators

Maturity of national pension communication regulatory measures

E-Government policy (digital communication) Brand loyalty is important in systems which offer

choice of supplier Options, particularly in funded schemes Attitudes to marketing in public-sector Permeability of public- and private-sector

employment

• Brakes

Equality & universal access to pension information Complexity of pension system Compliance with consumer protection & financial

services regulations Financial (il-)literacy


Questionnaire

Overview


communication


Segmenting clients

Life events

Channels



Overview – Public-sector marketing

• Marketing

• Promotion


Questionnaire

Overview


communication


Segmenting clients

Life events

Channels



Overview

Organisation of communication activity

Communication is more developed in countries with choice built into the pension system

Funded schemes usually involve more developed communication, particularly when there are options

Where the institution manages several schemes or is part of a group, a small team of communication/marketing specialists provide services to the schemes

Replies difficult to analyse – communication with affiliates concerns workers in client centres

Outsourcing is frequently used, mainly for specialised activities: web design, graphics, printing, mass mailing


Questionnaire

Overview


communication


Segmenting clients

Life events

Channels



Communication activity and the public-sector

“Good communications is about getting the right message, to the right person, in the right way and

at the right time”

What are the objectives of pension communication?

• Increasing the pension awareness of active members• Making sure that clients know about their pension, where to

find information and what to do when it’s time for retirement• Permitting the individual to be an informed actor in his/her

retirement• Giving complete and understandable information to

members AND meeting legal requirements of supervisory authorities

• Making pension provision understandable and transparent• Making sure that the citizen-client is informed about all

aspects of his or her personal pension of the public sector, proactively if necessary, but always as clear and uncomplicated as possible


Questionnaire

Overview


communication


Segmenting clients

Life events

Channels



Communication activity and the public-sector

Some replies contain messages from policy-makers

• Raising awareness of the need to save for old age• Strengthening trust in pension provision in general• Occupational pensions are needed to maintain standard of living

after retirement• Building trust in occupational pensions

Where choice is built into the system, objectives concern reputation, and customer loyalty

• Enhancing the pension fund’s reputation as a solid and reliable institution

• Keeping the customer loyal• Keeping the customers we have and making sure that they don’t

leave to a competitor

Also seen as a lever for internal change

• Pension communication should also be improved internally, in order to enable the organization’s employees to provide better communication to pension scheme members


Questionnaire

Overview


communication


Segmenting clients

Life events

Channels



Key Points of Communication Strategy

• Building trust• Strengthening credibility in the supplementary pension system• Enhancing reputation• Customer satisfaction• Keeping current customers• Maintain leading position in market• Fulfilling legal obligations• Compliance with complex legal requirements• Pension institutions have a social purpose, they are not simply

financial institutions• Providing understandable and accessible information to

government employees and employers• Developing partnerships with other professionals in order to

provide better information to mutual customers and to improve efficiency


Questionnaire

Overview


communication


Segmenting clients

Life events

Channels




Simplification of communication data by layering, often using 3 layers:

• Layer 1: Comprehensive consolidated overview of all benefits

• Layer 2: Overview of each kind of benefits (from each pillar; retirement, survivor’s or disability)

• Layer 3: Detailed information on each individual benefit including all data for each benefit.

>More


Questionnaire

Overview


communication


Segmenting clients

Life events

Channels



Segmenting clients

Out of a total of 14 individual institutions, 11 have direct access to databases9 institutions use segmentation in their communication with active members

Criteria:Sector EmployerAge brackets Life eventsIncome SexPlace of work Type of benefitLength of time in pension scheme

Uses:• “to target each group of recipients by providing content that specifically

interests them, in order to provide more detailed information, avoiding generic messages sent to all pensioners but which are not fully addressing any specific issue”

• “We have created our 5 segments through studies and a behavioural driven method”

• “We have personas (typical customer) for each target group that helps get a picture of whom we are communicating with”

• “choosing relevant topics, using attracting pictures and suitable language”


Questionnaire

Overview


communication


Segmenting clients

Life events

Channels


Communication task force: Different basic

messages to segmented clients: ABP & age

Messages Target group

ABP wants to be a durable and reliable pension fund, so that customers can fulfill financial obligations now and in the future

All customers

The 25-35 year old knows that he/she is building up pension at ABP and that this pension is a good working condition.

25-35 years

Pension is relevant at the different life events. 35-45 years

The participant knows that MijnABP is easy, fast and accessible and it gives the desired financial insights.

45-55 years

The participant knows the choices within the scheme and can calculate on website using MijnABP. The degree of need for personal pension information increases. By filling this need well, can strengthen confidence ABP.

55-65 years

The participant knows when he gets his pension. This requires maintenance of the relationship and clear management of expectations.

65 and older


Questionnaire

Overview


communication


Segmenting clients

Life events

Channels


Communication task force: different channels and

messages to segmented clients


Questionnaire

Overview


communication


Segmenting clients

Life events

Channels



Life events at SPV

1. Starting government employment2. Ending your government employment3. If you die4. Getting married5. Cohabiting6. Starting a family7. Getting divorced8. Getting sick9. Sustaining a work-related injury10. Studying11. If you work less12. If you take leave of absence


Questionnaire

Overview


communication


Segmenting clients

Life events

Channels


Communication task force: Different channels


Questionnaire

Overview


communication


Segmenting clients

Life events

Channels


Questionnaire lists different channels and asks members:• Do you use this channel today or do you plan to use it in

the coming year?• What priority do you give this channel for the coming 18

months (0-3)?Channels

• Brochure(s)• Newsletters• Magazines• Standardised annual PBS

(paper version)• Standardised annual PBS

(electronic version, sent by e-mail or available on website)

• Personalised letters• E-mail• Internet sites• Calls from and to client centres• Face to face meetings

• Employers as a channel for

communication with active members

• Mobile applications (for smart phones/ipad/tablet)

• Text messages to mobile phones

• Social media• Face book• Linked In• You Tube


Questionnaire

Overview


communication


Segmenting clients

Life events

Channels


And the winners are …

Channels Y/P Total Max Ave

Internet sites 14 35 11 2,92Standardised annual pbs (electronic version) 12 32 9 2,67

Calls from and to client centres 11 29 8 2,42Standardised annual pbs (paper version) 12 28 7 2,33Employers as a channel for communication with active members 12 27 5 2,25


Questionnaire

Overview


communication


Segmenting clients

Life events

Channels


14/11

12/911/8 12/7

12/5 12/613/4 13/5 13/4

14/4

8/2 7/2 7/2 7/0

3/2 4/02/1

14/11 = 14 institutions use the channel or plan to use it in coming year. 11 institutions consider this channel a top priority



Channels - Internet sites


Questionnaire

Overview


communication


Segmenting clients

Life events

Channels



Channels - Social Media


Questionnaire

Overview


communication


Segmenting clients

Life events

Channels



Channels - Social Media

8 institutions already use them. 2 attribute highest priority for coming 18 months.

Other media used or planned:Twitter InstagramBlogXing.deWikipedia

Channels Y/P Total Max AveInternet sites 14 35 11 2,92Social media 8 15 2 1,25Mobile applications 5 14 2 1,17Face book 7 13 2 1,08You Tube 7 12 0 1,00Linked In 4 7 0 0,58


Questionnaire

Overview


communication


Segmenting clients

Life events

Channels



Themes for further work

Explanation of exercise You have a total of 10 points to allocate between

the 17 themes on the worksheet.4 points for the top priority column, 3 for the moderate priority and 3 for the low priority column.You may also suggest themes that do not appear on the worksheet. Please use the worksheet to note your priorities. After this exercise, you will indicate your individual

rankings on the flip chart using sticky labels. This flip chart will then be used for a summary

session following this workshop.


Questionnaire

Overview


communication


Segmenting clients

Life events

Channels

Thank you for your attention

EAPSPI Task Forces: Communication - WorkshopSigtuna, Sweden, 24 October 2014

eapspi task forces: communication - workshop sigtuna, sweden, 24 october 2014

Documents

eapspi task forces

pension communicationwhat

tf members

face meeting

future work

slide n table of contents

approach methods

analysis of data