AUSTRALIA - Superannuation fund call centres are "the weaker link" in super funds' overall marketing strategy, research by retirement services administrator CitiStreet has revealed.
Mr Stuart Korchinski, CEO, CitiStreet Australia, said the role of call centres would only become more important as people took more interest in their super.
"Our view is that the effectiveness of a fund's marketing strategy can be compromised as call centres are not measuring their performance and customer satisfaction in an appropriate way, and may even be decreasing customer satisfaction," Mr Korchinski said.
CitiStreet said a key issue with traditional call centres was they measured 'success' via management-driven productivity and efficiency metrics measurements which were not congruent with achieving true customer satisfaction.
It added more recent qualitative investigations of what customers actually wanted from a call centre showed customers had a vastly different criteria for determining a satisfactory call centre experience.
Lyn Trewenack, manager of CitiStreet Australia's Member Service Centre, said the results of the research clearly reinforced new worldwide findings.
She commented: "Compared to other industries, Australia's superannuation sector is currently behind the eight-ball in terms of achieving best practice in call centres.
"There is substantial work to do to move beyond outdated measurement metrics to ensure call centres aren't damaging the broader marketing efforts funds are making to build strong brands and enduring customer loyalty."
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