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Measuring success: Metrics to understand member engagement

45 mins 0.75 CPD Hours

CX measurement can help your fund accurately measure engagement success...

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Measuring success: Metrics to understand member engagement

45 mins
0.75 CPD Hours

CMSF 2020 Engagement  Members culture  Marketing


Customer experience and a customer-centric approach remains top of the agenda for most marketing leaders. But according to recent research, Australian companies have been slow to prioritise CX measurement.

Hear from marketing leaders as they reveal the top strategies and the best metrics your fund can use to accurately measure engagement success.


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Carly Carroll, Customer Insights Manager, VicSuper

Carly has led the Customer Insights function at VicSuper since joining the Fund 5 years ago. During this time, Carly has championed the insights and analytics strategy across the fund and been a driving force in implementing many market leading initiatives. At VicSuper, she has developed a best practice Voice of the Customer program, automated and evolved member and employer campaigns and implemented a successful Next Best Conversation capability within the contact centre. Carly has also run the Market Research function, delivered Insights and led the Funds’ data science capability. Carly is excited about the opportunity analytics and data provide and is motivated by finding ways to engage and guide members on their superannuation journey.

Prior to working at VicSuper, Carly worked at QSuper, Bayer Crop Science and various Market Research agencies.

Nada Siratkov, General Manager, Member Engagement, State Super (SAS Trustee Corporation)

Ms Siratkov is responsible for the development and delivery of member engagement strategies and ensuring that there is an integrated approach to managing the member experience.

Ms Siratkov has responsibility for leading the direction of outsourced providers, member product development, legislation and policy, marketing and communications, stakeholder engagement, disputes and the management of State Super’s profile and brand.

Prior to joining State Super, she held executive positions in the financial services industry including Westpac, Zurich and Aon.

Ms Siratkov holds a Bachelor of Arts from the University of Sydney and a Master of Business majoring in Marketing from the University of Technology and is a Graduate of the Australian Institute of Company Directors.


Wayne Sullivan, Director of Marketing and Business Development, Frontier Advisors

Wayne Sullivan manages business development activity and has responsibility for the marketing and communication program at Frontier, including brand management, content creation and publication, digital media, and public relations. Wayne has an extensive background in marketing of financial services, specifically in superannuation, having previously held senior marketing and communication roles with Hostplus, Sunsuper and QSuper. He is a past Rainmaker Australian Superannuation Marketer of the Year and has won multiple industry awards for marketing and communication at each of the funds he has worked for. He holds a Bachelor of Economics from the Queensland University of Technology, a Diploma of Superannuation Management, and an Associate Diploma in Marketing. Wayne is a Fellow of the Association of Superannuation Funds of Australia. 

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