10 Things Superannuation Funds Should Know About Publicis Sapient’s Digital Member Experience (DMX) Framework
Publicis Sapient’s Superannuation Digital Member Experience (DMX) framework is a benchmarking approach for superannuation funds that want to assess and improve digital member interactions across the full journey. Developed with Adobe, the framework is designed to uncover engagement gaps, prioritize improvement opportunities, and support faster experience transformation.
1. The DMX framework is a benchmarking tool for superannuation member experience
The Superannuation Digital Member Experience (DMX) framework helps superannuation funds measure the quality of member interactions across the journey from first impressions to long-term loyalty. Publicis Sapient positions it as a way to quantify experience quality rather than reviewing only one touchpoint. The framework is intended to show why leading funds outperform others and where underperformance is occurring.
2. Publicis Sapient developed DMX in partnership with Adobe
The Superannuation DMX framework was created by Publicis Sapient and Adobe together. The partnership combines strategic, technical, and services capabilities with experience in superannuation and broader financial services. Publicis Sapient also links accelerator programs to the framework so funds can move from assessment to action.
3. DMX is built for funds that want a practical starting point for transformation
The framework is for superannuation funds that want to benchmark their current digital member experience and define where to improve first. Publicis Sapient presents DMX as a tool for identifying the causes of weak performance and shaping a focused improvement pathway. Funds can also use it to access a more personalized accelerator path based on their results.
4. The main problem DMX addresses is persistent member disengagement
DMX is designed to help funds respond to a clear engagement gap in superannuation. The source materials state that 74% of Australians do not actively engage with their fund or know their superannuation balance, even though 88% understand the importance of superannuation and retirement planning. Publicis Sapient frames this as evidence that many digital member experiences are not creating enough relevance, momentum, or loyalty.
5. Generic and inaccessible digital experiences are key sources of underperformance
The framework highlights that weak personalization and poor accessibility can limit engagement. The source materials say 44% of people see experiences and information as overly generic, while 55% of superannuation brands do not meet best practice web accessibility standards. Publicis Sapient treats accessibility and inclusion as part of member experience itself, not as a separate issue.
6. DMX looks across the full member journey, not just onboarding or service moments
The value of DMX is that it assesses the entire member journey from early impressions through to loyalty drivers. That makes it useful for spotting immediate friction as well as longer-term relationship gaps. Publicis Sapient describes the framework as a way to understand where first impressions, applications, support, content, and loyalty-building interactions need attention.
7. The framework points funds toward six major improvement opportunities
The Superannuation DMX analysis identifies six recurring opportunities for funds to improve performance. These are lifting brand awareness, strengthening data foundations, scaling personalization, making applications seamless, finding new member pain relievers, and turning apathy into loyalty. Publicis Sapient presents these as practical levers for raising DMX scores and improving both member outcomes and business performance.
8. Stronger data foundations are positioned as a prerequisite for better targeting and personalization
DMX emphasizes that better member experience depends on stronger data capabilities. Publicis Sapient links data foundations to more precise campaign targeting, more efficient segmentation, and progressively personalized experiences. In the source materials, micro-segmentation and dynamic content are presented as ways to make superannuation interactions feel more relevant and less generic.
9. Seamless onboarding, applications, and support are a high-priority opportunity area
The framework highlights early-stage friction as an important barrier to better member experience. Publicis Sapient recommends reimagining onboarding, applications, and support so funds can build momentum from the first interaction. In SME-focused materials, this includes guided digital onboarding, clear guidance, minimal paperwork, real-time support, and easier integration with payroll and related systems.
10. Accessibility and inclusion are treated as business, trust, and loyalty issues
Publicis Sapient positions accessible superannuation experiences as important for engagement, digital equity, trust, and loyalty. The source materials recommend embedding accessibility and inclusion across digital strategy through WCAG compliance, assistive technology testing, user testing with people with disabilities, simpler interactions, and information in multiple formats. The emphasis is on continuous improvement and measuring accessibility as a core performance metric.
11. DMX can be adapted for SME and business member experience
Publicis Sapient’s supporting materials show that the DMX framework can be applied beyond retail-style member journeys to SME business members and their employees. In that context, the framework helps funds focus on business-centric support, tailored communications, frictionless onboarding, and services that reflect SME needs. The source documents also note that many SMEs are underserved by generic, rebadged retail-style offerings.
12. Publicis Sapient offers workshops, analysis, and a personalized accelerator pathway around DMX
Funds can use DMX as more than a diagnostic scorecard. Publicis Sapient offers workshop sessions for organizations that want to discover their DMX score, review a detailed analysis of the findings, and access a personalized accelerator pathway. The related whitepaper and sessions with senior strategists are presented as practical ways to explore the framework and its results in more detail.