A feature-rich experience for users and editors alike
One of the key challenges of the existing site for the LUCRF Super team was its lack of integration with other systems, including the email and SMS marketing platform. So one of the first priorities was to bring these systems together into a unified customer platform within Kentico Xperience. This not only streamlined communication processes, but also made it much easier for the team to comply with the APRA CPS 234 and 235 privacy and security standards.
Reusable content blocks and design components also facilitate greater ease of authoring, while new navigation configuration options afford far more flexibility to LUCRF Super’s content editors to present different information without the need for developer intervention. The LUCRF Super team is now also able to send bulk or individual SMSs to customers straight from the Kentico Xperience platform, via an integration with cloud communications platform Twilio.
From the customer’s perspective, the platform now provides an unbroken experience for members from their inbox to the website and enables personalisation and automation for a seamless member experience. New features include custom content based on member personas and unique user profiles, pre-populated forms, completely reimagined content, and personalised support through SMS and email.
Best practice listing pages and real-time filtering also make content extremely easy to find, along with a completely overhauled information architecture that has been informed by insights gleaned from the discovery phase.
Where the customer journey on the old site often led visitors to a ‘dead end’, there is now a strong focus on guiding people to the point of being able to perform desired actions on the site or secure member portal – for example, choosing an investment option or upgrading their insurance. For more complicated actions that require support from customer service and financial advice teams, content directs the user to the appropriate support team through their preferred channel, whether it be a call-back, online enquiry or face-to-face appointment.