Living up to a refreshed brand promise

The Commonwealth Superannuation Corporation delivers superannuation to Australia's public sector workers and armed forces. Following a FutureBrand rebrand, CSC wanted to evolve their customer experience to match the refreshed brand promise: delivering against the new ambitions, in practice, not just in principle.

The project began with discovery. I interviewed 20 public sector workers and members of the armed forces to understand their relationship with superannuation, and CSC stakeholders to understand their appetite for customer-centricity. From this research, I developed personas covering all stages of working life, each mapped against the end-to-end customer journey with emotional indicators to surface the key pain points.

The journey map was used in a series of workshops with client stakeholders, inviting their input on how to solve for the pain points they recognised. Outputs were synthesised into a set of experience opportunities, assessed against an Effort vs Impact matrix and written into an experience backlog for prioritisation.

The backlog has driven subsequent improvements to the customer experience, and the tools developed are in daily use inside CSC. The work fed directly into CSC's 'Compass' initiative and contributed to increased investment in the business's digital platforms.