Communication

Report
EAPSPI Task Forces: Communication - Workshop
Sigtuna, Sweden, 24 October 2014
Table of contents: Communication task force
• Members of task force
• Questionnaire
• Overview
• Objectives of pension
communication
• Layered Communication
• Segmenting clients
• Life events
• Channels
Slide 2
Sigtuna Workshop: Communication
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.
Members of task force
•
Overview
•
•
•
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 workshop
Questionnaire
Objectives of pension
communication
Layered Communication
Segmenting clients
Life events
Channels
The 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.
Slide 3
Sigtuna Workshop: Communication
Communication task force: Members
Members of task force
Ms
Amaia
Aldasoro
Elkarkidetza
Basque Country
Questionnaire
Ms
Malin
Ejderberg*
KPA
Sweden
Overview
Mr
Alexander
Hornich
BPK
Austria
Ms
Kristel
Janssen
ESIP-ONP
Belgium
Layered Communication
Dr.
Anja
Johanning
AKA
Germany
Segmenting clients
Ms
Christina
Lindh
SPV
Sweden
Life events
Mr
Tero
Manninen
KEVA
Finland
Channels
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
Netherlands
APG
* KPA nominated 2 representatives. They will not participate at the same time in
the same meeting.
Objectives of pension
communication
Slide 4
Sigtuna Workshop: Communication
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
Members of task force
Questionnaire
Overview
Objectives of pension
communication
Layered Communication
Segmenting clients
Life events
Channels
Slide 5
Sigtuna Workshop: Communication
Communication task force:
15 replies to questionnaires
Institution
BUNDESPENSIONSKASSE
VBV-Pensionskasse
SdPSP
KEVA
CDC
AKA
VBL
KVW
APG
KLP
CGA
Modra zavarovalnica
ELKARKIDETZA
KPA
SPV
Country
Austria
Austria
Belgium
Finland
France
Germany
Germany
Germany
Netherlands
Norway
Portugal
Slovenia
Spain
Sweden
Sweden
Members of task force
Questionnaire
Overview
Objectives of pension
communication
Layered Communication
Segmenting clients
Life events
Channels
Slide 6
Sigtuna Workshop: Communication
Communication task force:
Overview
• Accelerators
Members of task force
Questionnaire
 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
Overview
Objectives of pension
communication
Layered Communication
Segmenting clients
Life events
Channels
• Brakes
 Equality & universal access to pension
information
 Complexity of pension system
 Compliance with consumer protection & financial
services regulations
 Financial (il-)literacy
Slide 7
Sigtuna Workshop: Communication
Communication task force:
Overview – Public-sector marketing
• Marketing
Members of task force
Questionnaire
Overview
Objectives of pension
communication
Layered Communication
Segmenting clients
Life events
Channels
• Promotion
Slide 8
Sigtuna Workshop: Communication
Communication task force:
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
Members of task force
Questionnaire
Overview
Objectives of pension
communication
Layered Communication
Segmenting clients
Life events
Channels
Slide 9
Sigtuna Workshop: Communication
Communication task force:
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
Members of task force
Questionnaire
Overview
Objectives of pension
communication
Layered Communication
Segmenting clients
Life events
Channels
Slide 10
Sigtuna Workshop: Communication
Communication task force:
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
Members of task force
Questionnaire
Overview
Objectives of pension
communication
Layered Communication
Segmenting clients
Life events
•
•
•
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
Channels
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
Slide 11
Sigtuna Workshop: Communication
Communication task force:
Key Points of Communication Strategy
Members of task force
• 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
Objectives of pension
communication
Layered Communication
Segmenting clients
Life events
Channels
Slide 12
Sigtuna Workshop: Communication
Communication task force:
Layered Communication
Members of task force
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
Objectives of pension
communication
Layered Communication
Segmenting clients
Life events
Channels
Slide 13
Sigtuna Workshop: Communication
Communication task force:
Segmenting clients
Out of a total of 14 individual institutions, 11 have direct access to
databases
9 institutions use segmentation in their communication with
active members
Criteria:
Sector
Age brackets
Income
Place of work
Length of time in pension scheme
Members of task force
Questionnaire
Overview
Objectives of pension
communication
Employer
Life events
Sex
Type of benefit
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”
Layered Communication
Segmenting clients
Life events
Channels
Slide 14
Sigtuna Workshop: Communication
Communication task force: Different basic
messages to segmented clients: ABP & age
Members of task force
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
Questionnaire
Overview
Objectives of pension
communication
Layered Communication
Segmenting clients
Life events
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
Channels
Slide 15
Sigtuna Workshop: Communication
Communication task force: different channels and
messages to segmented clients
Members of task force
Questionnaire
Overview
Objectives of pension
communication
Layered Communication
Segmenting clients
Life events
Channels
Slide 16
Sigtuna Workshop: Communication
Communication task force:
Life events at SPV
1. Starting government employment
2. Ending your government employment
3. If you die
4. Getting married
5. Cohabiting
6. Starting a family
7. Getting divorced
8. Getting sick
9. Sustaining a work-related injury
10. Studying
11. If you work less
12. If you take leave of absence
Members of task force
Questionnaire
Overview
Objectives of pension
communication
Layered Communication
Segmenting clients
Life events
Channels
Slide 17
Sigtuna Workshop: Communication
Communication task force: Different channels
Members of task force
Questionnaire
Overview
Objectives of pension
communication
Layered Communication
Segmenting clients
Life events
Channels
Slide 18
Sigtuna Workshop: Communication
Communication task force: Different channels
Members of task force
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 email 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
Objectives of pension
communication
Layered Communication
Segmenting clients
Life events
Channels
Slide 19
Communication task force: Different channels
And the winners are …
Members of task force
Questionnaire
Channels
Y/P
Total
Max
Ave
Internet sites
Standardised annual pbs (electronic
version)
14
35
11
2,92
12
32
9
2,67
Calls from and to client centres
Standardised annual pbs (paper
version)
Employers as a channel for
communication with active members
11
29
8
2,42
Overview
Objectives of pension
communication
Layered Communication
Segmenting clients
Life events
Channels
12
28
7
2,33
12
27
5
2,25
Slide 20
Communication task force: Different channels
14/11
12/9
11/8
12/7
12/5
12/6
13/4 13/5 13/4
14/4
8/2
7/2
7/2
7/0
3/2
4/0
2/1
14/11 = 14 institutions use the channel or plan to use it in coming year. 11 institutions consider this channelSlide
a top
21 priority
Communication task force:
Channels - Internet sites
Members of task force
Questionnaire
Overview
Objectives of pension
communication
Layered Communication
Segmenting clients
Life events
Channels
Slide 22
Sigtuna Workshop: Communication
Communication task force:
Channels - Internet sites
Members of task force
Questionnaire
Overview
Objectives of pension
communication
Layered Communication
Segmenting clients
Life events
Channels
Slide 23
Sigtuna Workshop: Communication
Communication task force:
Channels - Internet sites
Members of task force
Questionnaire
Overview
Objectives of pension
communication
Layered Communication
Segmenting clients
Life events
Channels
Slide 24
Sigtuna Workshop: Communication
Communication task force:
Channels - Social Media
Members of task force
Questionnaire
Overview
Objectives of pension
communication
Layered Communication
Segmenting clients
Life events
Channels
Slide 25
Sigtuna Workshop: Communication
Communication task force:
Channels - Social Media
Members of task force
Questionnaire
Overview
Objectives of pension
communication
Layered Communication
Segmenting clients
Life events
Channels
Slide 26
Sigtuna Workshop: Communication
Communication task force:
Channels - Social Media
Members of task force
8 institutions already use them.
2 attribute highest priority for coming 18
months.
Channels
Internet sites
Social media
Mobile applications
Face book
You Tube
Linked In
Other media used or planned:
Twitter
Instagram
Blog
Xing.de
Wikipedia
Questionnaire
Overview
Objectives of pension
Y/P
Total
Max
Ave
14
8
5
7
7
4
35
15
14
13
12
7
11
2
2
2
0
0
2,92
1,25
1,17
1,08
1,00
0,58
communication
Layered Communication
Segmenting clients
Life events
Channels
Slide 27
Sigtuna Workshop: Communication
Communication task force:
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.
Members of task force
Questionnaire
Overview
Objectives of pension
communication
Layered Communication
Segmenting clients
Life events
Channels
Slide 28
Sigtuna Workshop: Communication
Thank you for
your attention
EAPSPI Task Forces: Communication - Workshop
Sigtuna, Sweden, 24 October 2014
Slide 29

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