Purposeful experimentation resulted in $951M of Funds Under Management for this Super Fund

A major Australian super fund partnered with YakTrak to shift member services from transactional calls to proactive conversations that drove consolidations and Funds Under Management growth. Using the Little Big Experiment© and a scaled coaching rhythm, the program delivered $951.5m in FUM roll-in (FY20/21 to end of May), with 10,566 members taking action.

Superannuation

Client

Major Australian Super Fund

Industry

Superannuation

The challenge

The fund needed to shift from transactional service conversations to proactive, value-adding discussions that increased consolidations and Funds Under Management (FUM), despite resistance from past change programs.

Program/Trial design

Little Big Experiment© + YakTrak Program (2 years)‍

Channel:

‍Phone-based member services and sales conversations‍

Included:

  • Frontline training
  • Leadership training
  • Coaching framework and operating rhythm
  • Behavioural analytics and calibrations
    Details:
  • 571 customer conversations analysed
  • 155 coaching conversations analysed
  • 34 leaders developed
  • 212 team members trained
  • 80 infield coaching sessions

The program approach focused on

  • Using the Little Big Experiment© to test targeted micro behaviours linked to consolidations (e.g., asking members if they had super elsewhere and taking control of the “yes”)
  • Demonstrating early wins to overcome resistance to a microbehavioural approach
  • Designing a full microbehavioural conversation framework for member services once proof of concept was achieved
  • Pivoting to a virtual program during COVID19 while maintaining coaching consistency and embedding leaderled coaching

YakTrak created a solution that:

  • Built and rolled out a micro-behavioural conversation framework for member services after the initial LBE phase proved the concept
  • Delivered behavioural analytics and calibrations to measure conversation quality, coaching quality, and progress over time
  • Supported leaders to embed the framework through coaching rhythms and infield coaching
  • Adapted the program into a virtual model during COVID-19 while maintaining momentum across departments

The results

  • $951.5m in FUM roll-in (FY20/21 to end of May)
  • 10,566 members took action based on the new conversation approach
  • The initial LBE phase delivered a $194m uplift in FUM roll-in (65.5% year-on-year increase)
  • No-show rate reduced from 16.67% to zero
  • NPS improved, including a department high of 71.6
  • Stronger employee engagement, confidence and commercial focus
  • Call listening activities shifted to a new commercial focus on Member Experience.
  • One team generated 7 leads in 16 days during FY20/21

What this shows

Purposeful behavioural experimentation can rapidly shift conversations, leader capability, and commercial outcomes at scale.

Ready to take the next step?

See how YakTrak connects controls to behaviours and records in one system.

Book a demo
Book a discovery call