7 Tilton Court
Dorset DT9 3NL
BBC BOOSTS MEMBER ENGAGEMENT
In the summer, Wordshop was delighted to help the BBC Pension Trust deliver an innovative and exciting campaign to encourage more members to register for their fully interactive member self-service website.
The campaign’s key message was that registering was now ‘as easy as 1-2-3’, after site improvements reduced the number of steps a member has to take to register.
Targeted communications were sent out to the three main member groups: active members (who received an email); deferred members (who received an innovative ‘pop-up’ message); and retired members, who received a leaflet and a branded ‘stylus’ pen – perfect for browsing the internet.
Following the campaign, over 12,500 members have signed up to use the service – up from 4,000 before the campaign. In addition, members have made over 5,000 changes of details online, performed over 20,000 online benefit calculations and accessed over 18,000 documents e.g. payslips.
Ian Cutter, Head of Operations, said: ‘Our brief to Wordshop was to come up with something exciting and different, that would really engage our members and get them talking. The introduction of the online member self-service facility was part of our development plan and a response to feedback via our member survey that members would welcome online access to their pension benefits.
‘We took the view that it is always good to interact with members and that responses – both positive or negative – would be welcomed, as it would give us an opportunity to speak with our members about the benefits that the Scheme can provide and how members can access this information in a way that suits them best.
‘The response has been overwhelmingly positive, as evidenced by the huge increase in registrations, around 200%, but more so from the very positive feedback from members who have used the online service.’
THE WORD ON...