More sophisticated methods expected for future super member communication.

Digital channels will play a substantially greater role in member engagement over the coming three years, with more complex websites and email correspondence overtaking paper and face to face communication.

Link Group is Australia’s leading super administrator providing member services for around 4.5 million Australians. This month Link surveyed the CEOs, CFOs and fund executives of its largest super fund clients, asking their views on how they will engage with members in the coming three years, and the changing drivers of digital engagement including social media. The responding funds represent more than three million members.

Speaking at the annual Association of Superannuation Funds of Australia conference in Perth yesterday, Link Chief Operating Officer  told delegates that the vast majority of (80%) respondents believe the best digital channel to engage members is the fund’s website.

This is in line with member statistics from Link Group which show the number of website visits per day increased a whopping 48 per cent between December 2009 and December 2012. The trend coincides with a strong increase in inbound emails from members of approximately 38% for the two year period to July 2013.

“Most superannuation funds are finding the website as the main digital touch point for members to consume information and transact, but members are also increasingly starting the conversation with funds via email.  Our administrator teams are also seeing increasingly complex email and phone inquiries which points to members becoming more confident, savvy and educated,” Ms Holden said.

While the majority of fund respondents said member engagement was currently being driven through face-to-face (70%) and paper collateral (80%), 80% of those surveyed agreed this was likely to change over the next three years as digital channels become increasingly important in attracting and retaining members.

Interestingly, despite this understanding of digital media changing how funds engage with members, only 30% believed social media channels (Facebook, Twitter, LinkedIn) would be a key driver of engagement in the future – however 80% believed these channels were required to monitor customer complaints and better understand the conversation.

“We can see that digital encompasses a variety of channels, not just social media. Social media can be a channel to further enhance member engagement and experience but for most funds, the priority still remains on the website, online forms and search engine optimisation,” Ms Holden added.

Half the funds surveyed had never used social media platforms such as Facebook, Twitter or LinkedIn or other content channels such as YouTube or podcasts.

“Social media may not be the main point of contact for member engagement for funds in the future but the survey respondents all agreed its influence is likely to increase over time. This represents a potential gap in the market as another communications channel for funds to engage with members,” Ms Holden said.

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