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C R M
> C A S E S T U D Y
Quarter Three 2009
42
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he Western Australia Local GovernmentSuperannuation Plan is one of West Australia'sleading industry funds. It provides a range of superannuation and retirement solutions to localgovernment and private sector employers and employ-ees. One of the few superannuation funds administeredfrom Perth, it manages over $1.3 billion on behalf of its40,000-plus members.In 2005, the appointment of a new chief executive,John McNally, heralded a change of strategy at WALGSP.Most prominent amongst the reforms was a renewedcommitment to building and improving member ser- vices. The superannuation industry was becoming morecompetitive. Legislative changes, such as the introduc-tion of employee choice of fund, meant that WALGSPcould no longer rely on the automatic enrolment of newmembers. McNally realised the fund needed to engagemore vigorously with members if it was to continueto thrive. It had to become more attractive and morecustomer-focused.
Getting Competitive
Two of the first requirements identified as a resultof the new strategy were the need for a member ser- vices department and for a customer relationshipmanagement (CRM) system. Paul Owen, WALGSP'smanager of business development and advisory servic-es explains: “At that time we had no member servicesteam, no financial planners, no customer system andno electronic document management system.“So, if a member sent a document to the fundand wanted to find out where it was up to, there wasno central record and no ability to track it. What weneeded was to be able to log and track every timewe touched a member – be it on the phone or whenproviding advice. We also wanted to easily find cor-respondence that had been sent to or received by members.”Although WALGSP had a core finance systemresponsible for all information about individual memberfunds and accounts, the software was not user-friendly
Super Calling With Legrand CRMBoosts WA Fund’s Future
Changes in superannuation laws meant WA’s local government superund had to woo customers or the irst time. Legrand CRM’s inelytuned, aordable solution helped it do just that...
I can't see how a businessin today's environmentcan survive without aCRM system. At the sametime, I don't understandwhy so many businessesspend millions on CRMwhen they don't need to.
Paul Owen, manager of business development and advisory services
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