Analytics: Enhancing the member experience
Digital -
An important component of rolling out our new digital platform for members is making sure we have the right tools in place to understand their level of engagement and how they feel about the overall digital experience. These data points allow us to identify optimisation opportunities and prioritise further enhancements. TAL uses two main tools for this purpose – Adobe Analytics and Dynatrace.
How we use analytics
- Real-time performance monitoring ensures our experiences continue to be online and fast.
- Dynatrace Apdex ratings provide a score for each user session based on the application performance and any errors that impact the user.
- Automated experience monitoring shows how long members spend on pages and whether members are showing any signs of confusion or frustration.
- Direct replays of interactions allow us to watch an individual’s online journey (de-identified to maintain their privacy), which enriches our statistical user research.
Our insights so far
- TAL Connect has an overall Apdex performance rating of ‘Excellent’ (0.97). This has increased from a rating of ‘Good’ (0.93) since TAL Connect first launched in late 2022.
- An 'Excellent' rating was achieved for 94.5% of users. This demonstrates high satisfaction for TAL Connect users.
And when it comes to supporting members during a claim:
- More than 50% of members who use the TAL Connect Manage My Claim feature are simply checking on their claim status. Moving this feature online means members can now get a quick update on their claim without having to make a phone call, giving them peace of mind and access at their fingertips.
- One in three life insurance claims are now lodged online and 80% of claims are lodged within a week (compared to five weeks or more for paper forms).
- Claim decisions are made 20% faster when members use the Claims Assist feature and initial income protection benefits are paid six days earlier.
We’re seeing great digital engagement with members of all ages, occupations and health conditions.
What's next?
Our new digital environment is a significant leap forward in innovation in the Australian life insurance industry. And while we’re thrilled to see that 94.5% of TAL Connect users are satisfied with their digital experience, we’re focused on finding out how we can get the same response from the remaining 5.5%.
We’ll continue to use our digital analytic tools to identify areas for improvement so we can provide an even better digital experience for our superannuation fund partners and their members.
If you have any questions about what’s next for TAL Connect, please contact your TAL Partnership Manager.