Engaging and empowering customers with a customized pension website
PenSam is a Danish pension fund with over 430.000 members who work within elderly and pedagogical care, cleaning, technical services at Danish municipalities, regions and private companies. Pension is the core business in PenSam, and banking and insurance are attractive supplements.
PenSam has made substantial investments in digital transformation. These investments are aimed at giving members a better experience online, with information and clear advice on how to stay on top when it comes to pension, banking and insurance.
PenSam wanted to be more proactive in communication, adding value and providing personalized advice. They wanted to create new leads in the banking and insurance sectors and accelerate business for add-on products and services.
Charlie Tango’s task was to change the CMS system from SharePoint to Sitecore, completely re-design and build a new website solution including a self-service for PenSam Pension with integrations to back-end systems.
Process and approach
The project started with an analysis and clarification phase where vast amounts of customer data were collected, and detailed personas/profiles were defined. This allowed for qualified counseling and more proactive communication with members of PenSam.
The close dialogue with PenSam and strong user focus ensured relevance, flow, and transparency. We started building the customized website on Sitecore with short timeframes, ongoing demos and instant feedback loops with PenSam. Several sprints and user-acceptance tests were done. Bugs were resolved and the user journey improved progressively.
New customer journeys were created with calls-to-action and insights in mind, and a self-service site was envisaged to give members access and insight into their pension and insurance coverage (MySite).
The MySite solution was integrated into existing data in PenSam’s core data of records system through API’s. We created a simple user interface adapted to the identified personas.
41% increase in average session duration on the website
An intuitive and relevant website that helps prepare customers for meetings and informs them about their pension and insurance package. The new website creates added value and transparent communication. Overall, internal efficiency and value-creation has increased – far less time is spent on non-value adding activities.
1. 47% rise in the number of pension visitors
2. 41% increase in average session duration on the website
3. 24,61% of all visitors of the Pension site log in to MySite (this is above industry average)
4. A 100% raise in conversion rate in leads within banking
The intuitive Sitecore platform means editors can easily edit and add content and modules incl. A/B testing. This improves the customer journey and keeps content up-to-date and relevant for members.
Ultimately, we have helped PenSam introduce new value-adding opportunities within their customer relationships and digital communication. This is a fantastic outcome for PenSam and their members.
Morten Stokholm Christiansen
From a business point of view, our experience is also that the new website is an extremely strong technical solution