AustralianSuper boosts digital capabilities for engagement

Australia's biggest industry superannuation fund is seeing greater member engagement by way of its recently launched chatbot and new in-app messaging capability.

Having launched in December 2017, AustralianSuper's partnership with digital messaging solution provider LivePerson has seen more than 50,000 exchanges via in-app messaging between the fund and its members.

The added functionality has received an overall customer satisfaction score of 92%, with AustralianSuper also planning to integrate its existing 'Ash' chatbot with the app feature to efficiently help members with frequently asked questions.

Speaking to Financial Standard, AustralianSuper group executive, member experience and advice Shawn Blackmore said the challenge for a fund of its size is providing scalable solutions to its 2.2 million members.

Anecdotally, Blackmore said the chatbot was used about 75,000 times for general enquiries in the first six weeks despite only being available online for five hours a day.

With the interactions currently overseen by consultants, Blackmore predicts the machine learning technology behind the chatbot will be advanced enough to run unsupervised and 24/7 by mid-year.

"We saw an opportunity to better build relationships and talk with our members to help them achieve their retirement goals. With the updated mobile app that includes in-app messaging, members can now have direct access to AustralianSuper instantly," Blackmore said.

The move was a natural progression for AustralianSuper as messaging is now the primary way people engage with each other, Blackmore said.

"We are planning to take what we have learned from our text based chat capability and apply it to the voice domain in the near future," he added.

Read more: AustralianSupersuperannuationShawn BlackmoreFinancial StandardLivePerson
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