Amelia is an insights and experience management professional at AustralianSuper with 18 years of experience in Market/Customer research. Her current focus is on the technical implementation of enterprise Voice of Customer programs
The old adage that a disgruntled customer leaves your business and churns to a competitor, is more true than ever. Service strategy suggests, that by speaking or communicating with disgruntled customers, with the aim of resolving their issue or at the very least helping them understand why they encountered a challenge, will save these customers and make them advocates of the brand. This is indeed true at AustralianSuper, but the rate of migration from detraction to promotion, although positive may surprise some. With superannuation regulations changing, retirement needs becoming more complicated, the need for a Closed Loop programme to help our members was evident, but ROI needed to be established. Hence, in 2021/22 AustralianSuper created a longitudinal Call Back campaign to validate the ROI and drive change within the business.