There’s no denying that COVID-19 has imposed challenges we could never have even begun to imagine at the start of 2020. And while some changes have presented huge challenges for us, one thing’s for sure – the power of digital connectivity has been our true saviour in our ‘hour of need’.
What the pandemic has shown us is that we can live a new normal through a digital lens, simply by using the powerful tools and applications available to us. With such an immediate and heavy reliance on the digital world, we’ve had to embrace change, learn fast and adapt without question.
We have to embrace this new world – especially when it comes to pension communications. But in our industry, ‘going digital’ means so much more than switching from printed collateral to email notices and online newsletters.
New opportunities
Digital brings with it brand new opportunities to unlock new levels of engagement, making it more real, personal and easy for members to interact with their pension scheme than ever before. The capabilities are huge – but making this work means completely rethinking your approach to engagement.
Considering which digital channel you’re going to use to reach today’s switched-on member is just the start; you also need to consider how the scheme as a whole can operate differently as a result – and how you can upskill to ensure your role evolves with the technology.
As daunting as it may be, digital content strategies, campaigns and measurement need to become part of the genetic make-up of your scheme – and learning, evolving and adapting to change in the digital landscape is where the real rewards can be found, if you know where to look.
Real value
You’re probably thinking ‘this is all well and good, but it sounds expensive…’ Don’t.
Implementing a new approach to anything doesn’t always mean dipping into your budget; shaping your digital approach could actually mean getting rid of existing and stagnant communication channels (does anyone really read those 24-page quarterly newsletters cover-to-cover?) or simply making sure that you put what you’ve already got to better use.
Of course, sometimes switching to digital will involve introducing enhanced functionalities or brand new platforms, but, whatever you do, make sure that you break down your long-term objectives into phases that you can realistically implement – and remember to review your progress between each phase.
