CASE
Always-on online community allows Nest to stay close to their pension members
Via their ‘Your Way’ community, Nest keeps a finger on the pulse of its members, making sure their voices are heard by internal stakeholders.
How it started
Embracing a true customer-centric approach, Nest – the National Employment Savings Trust in the UK – is dedicated to serving its members in the best possible way. To achieve this, Nest needs a better understanding of their members’ profiles, and this across different key life stages. While pension engagement across the UK may vary, being close to its members allows Nest to keep their finger on the pulse of what matters to them most.
How we inspired change
We set up and managed an ‘always-on’ online community with over 2,900 Nest pension members. Participants were invited to take part in surveys, in-depth video interviews, qualitative activities, discussions, or even to join site visits to Nest investment acquisitions – such as visiting a solar panel farm. To boost community engagement, we consult members to understand what they would like from the community and to co-create the future of ‘Your Way’.
The online community is instrumental in delivering consistent high-quality insights and helped Nest in rolling out their Customer Closeness Programme. Beyond that, the community serves as a valuable resource for other Nest stakeholders, extending its impact to contribute insights for broader sector publications.
How it lives on
The ‘Your Way’ community allows members’ voices to be heard within Nest, from tactically helping to refine communications through to behavioural deeper dives into the world of pensions from a consumer perspective. An example of the latter includes exploring what ‘risk’ means for customers and how this subsequently influences their investment actions.
Based on this project, Nest and Human8 were finalists for the AURA ‘Being There’ Award, which celebrates the power of in-person presentations and is based on the judges’ feedback scores at Quirk’s London.
“The community is a fantastic way to engage with members and get to know them, which in turn helps us deliver a better service and a better product. But it’s more than that, it allows us to work across teams more frequently and foster a more collaborative culture.”
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