Video: REBA Innovation Day 2016: Why businesses must look to personalise communications
Employers must look to personalise communications, says Mark Rowlands, head of DC services at Mercer.
Watch the Mercer session ‘Consumer technology in the workplace: how personalisation will change reward and benefits’ in full
Speaking at the REBA Innovation Day 2016 Rowlands said the commodity today was human attention. “That has major design implications in term of how to stimulate a conversation and how to get people to engage,” he said.
Simply putting data in front of people isn’t good enough, he said. “We know that emotional stimuli will generate an action whereas the traditional way of doing benefit communications and pensions communication relies on a cognitive thought process – we put data in front of people and we expect them to make a rational decision and it hasn’t worked,” he said.
Instead Rowlands said companies had to look at three things around communication in order to get staff to engage. “You need to personalise the data. If you segment or use general data you won’t get the optimum result,” he said.
“You then have to personalise the timing - either through push or stimulating an interaction. You get a far better result when you think about timing,” he said.
Thirdly he said businesses had to personalise the call to action. Minimising the time between the steps also leads to higher take-up, he said.
This video was recorded at the REBA Innovation Day 2016.
