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Establishing a good relationship with a client stimulates continuous collaboration and establishes a long term partnership. Here at Global Reviews we have a tremendously strong relationship with our superannuation client, CareSuper. The relationship began in 2016 and they have worked with us by undertaking a Fruition study every six months since then.
You might be wondering, why do they keep coming back? Why not shop around for other digital insights firms? What secret sauce is Global Reviews serving? Well, look no further. We are storytellers in how we present data. We tell the clients story from beginning to end, rather than jumping straight to the last page for some quick conclusions. Client sessions are lengthy, but highly informative, as we go into depth on specific insights for each client. This case study does a deep dive into the type of work we do with CareSuper and highlights the reasons why they are one of our longest standing client relationships.
Carmelina Martin | Digital Strategist | Delivery Lead
CareSuper
In late 2015 CareSuper’s Digital Lead, Carmelina Martin, came to us asking about our work regarding their website and its redevelopment. They were intrigued by our ethos, ‘intelligence enables advantage’, something which is at the core of all our work. Ours is a 360 degree approach, with key inputs being a combination of remote usability testing, consumer audit and our best practice features and functions. Through this customer centric research, we create insights and recommendations for website optimization, which fed into CareSuper’s website redesign.
Sales are being lost as brands do not know why prospective customers, in market for their products, are visiting their website but ultimately abandoning for a competitor. Poor quote or onboarding experiences, unpersuasive product benefits, difficulties finding content or insufficient help and support are drive trust down and abandonment up while competitors race ahead.
CareSuper liked what Global Reviews had on offer as part of the Fruition studies. The study runs twice a year, giving them a chance to implement, test and learn in between the studies. Furthermore, the study gives a holistic view on a consumers online journey while using their site. It is a solution that is especially popular in Superannuation, as the online market is highly competitive and is the primary way to attract and convert customers.
The firm engaged with Global Reviews to conduct research for their upcoming website development project. They had several priorities which they wanted to validate. They also wanted to benchmark their site against others in the industry, whilst also recognising that other industries were ahead of the digital curveball, so there was a drive to learn from other top-tier organisations, both outside of superannuation and Australia, which the Fruition solution provides.
Reduce subjective debate within the team and gain independent validation on the decisions and choices they are making for their online sales and marketing strategy. We argue our third party approach is highly beneficial, as we let the evidence do the talking, while remaining completely neutral. This is one of the reasons why GR is highly regarded. We don’t sell clients specific products, we use our tools to create results that are tailored to the client.
The client gains access to unrivalled intelligence and what the very best digital teams in the world are doing right now to create the most effective experiences for their target customers.
Join a global optimisation program which provides prioritised recommendations, support on how to implement them and remeasures performance once they have been implemented.
These steps are the general steps taken during a Fruition study, however, every client goes on a different journey with us. We engage in both a best practice approach, but also tailor studies for each client depending on where their goals lie.
CareSuper fell below their competitors when it came to trust indicators and needed to highlight their value proposition throughout the site.
When it came to finding admin fee information, CareSuper users were unsure where to look to find this type of information.
From task performance, it was identified that CareSuper needed to improvements in how they communicated fee structures to members and prospects to make it easier for users to understand and interact with.
The action bar is focused on members, despite a selection of ‘not yet a member’, meaning they were missing out on personas other than the regular members. Although this was not the intention, it is these small insights we identify that make a seismic difference in upscaling website optimization and securing new clients through the online platform. But how do clients know to trust our insights and recommendations?
Content.
Content.
And more content.
Content is king. This deserves a standalone line in the case study. So here it is. Remember, content is king. All our insights are driven by real content we have researched and screen grabbed from client and competitor websites. How do you build a case without content?
It is hugely rewarding for Global Reviews seeing CareSuper’s willingness to learn about the insights generated from our side. They recognise the value insights bring and how they support their busy teams in decision-making. Furthermore, they are an easy-going and personable client who actively engage in open and honest conversations with our team. These are some of the many reasons why they are one of our favorite clients!
We gained a deeper understanding into the areas the clients are most interested, one of which is the industry updates. We give the client an overall view of how their industry is performing using competitive benchmarking and general customer trend.
Positive B2B relationships enables prosperous futures between parties. CareSuper continually come back to Global Reviews for bi-annual fruition studies. Over the past few years, the relationship has opened up more opportunities to collaborate on other aspects of CareSuper’s digital channels. Not only do we undertake Fruitions studies with the client, we have worked with them on testing and R&D with their app. Our future with CareSuper is filled with opportunity. We look forward to furthering our partnership with them in identifying opportunities, making them thought leaders in superannuation through our extensive solutions.
To reiterate what was said at the beginning; we tell a story to the client with their data, competitive benchmarking and market trends. There is a distinct beginning, middle and end in the Fruition story. No spoilers halfway through. Our clients are never disappointed with the ending. We must be doing something right, as CareSuper keep going for the newest edition of the story. This is no piece of fiction, it’s a piece of Fruition – you might say?
Onto the next chapter for Caresuper and Global Reviews.
