legalsuper Member Experience Transformation Case Study

This case study details the initiatives undertaken by legalsuper to enhance member experience through data-driven strategies. The legalsuper team utilized a digital-first approach, integrating member feedback, administrative data, and behavioral insights to identify unmet needs and preferences. They developed a robust AI segmentation model that allowed for hyper-personalization of services. The objectives included equipping teams with research-based insights, improving member experiences, and making superannuation more relevant while achieving cost savings. The team faced challenges such as data silos and gaps between offline and digital experiences, which they addressed through a member-centered design approach. The implementation of the AI model led to the development of member personas, tailored communications, and an integrated service model. This initiative marked a significant shift in the superannuation industry, focusing on co-designing products with members and fostering cross-functional collaboration throughout product development.