FAQ
Publicis Sapient’s Superannuation Digital Member Experience (DMX) framework helps superannuation funds benchmark the quality of member interactions across the full journey, from first impressions to long-term loyalty. Developed in partnership with Adobe, the framework is designed to uncover engagement gaps, identify improvement opportunities, and support faster experience transformation.
What is the Superannuation Digital Member Experience (DMX) framework?
The Superannuation Digital Member Experience (DMX) framework is a benchmarking tool for superannuation member experience. It measures the quality of member interactions across the journey, from early impressions through to longer-term loyalty drivers. Publicis Sapient says the framework helps explain why leading funds outperform others and where improvement programs can create rapid business impact.
Who developed the Superannuation DMX framework?
The Superannuation DMX framework was developed by Publicis Sapient in partnership with Adobe. The initiative combines strategic, technical, and services capabilities with experience supporting superannuation and broader financial services providers. The partnership also includes accelerator programs tied to the framework.
What is the DMX framework designed to measure?
The DMX framework is designed to quantify the quality of member interactions with a superannuation fund. It looks across the full member journey rather than a single touchpoint. That makes it useful for identifying both immediate experience issues and longer-term loyalty opportunities.
Why do superannuation funds need a framework like DMX?
Superannuation funds need a framework like DMX because member disengagement remains high and many digital experiences are falling short. The source documents state that 74% of Australians do not actively engage with their fund or know their balance, while 44% regard experiences and information as overly generic. DMX is positioned as a way to pinpoint those gaps and prioritize improvement.
What problems does the DMX framework help address?
The DMX framework helps address low engagement, weak personalization, poor accessibility, and friction in onboarding and support. Publicis Sapient’s material highlights gaps in first impressions, applications, content relevance, awareness, and loyalty-building interactions. The framework is intended to help funds understand where those issues appear in the member journey and how to improve them.
What opportunities has the Superannuation DMX analysis identified?
The Superannuation DMX analysis identifies opportunities to improve awareness, data foundations, personalization, onboarding, service value, and loyalty. The source materials list opportunities such as lifting brand awareness, strengthening data for more precise targeting, scaling progressively personalized experiences, making applications seamless, finding new pain relievers for members, and turning apathy into loyalty with content, nudges, and next best actions. These opportunities are framed as practical ways to raise DMX performance.
How does the DMX framework support personalization?
The DMX framework supports personalization by helping funds identify where generic experiences are limiting engagement. Publicis Sapient recommends stronger data foundations, micro-segmentation, dynamic content, and more relevant journeys across the member lifecycle. In the source material, personalization is presented as a key lever for making superannuation experiences more useful and less generic.
How does the DMX framework help improve onboarding and applications?
The DMX framework helps improve onboarding and applications by highlighting friction in the earliest stages of the member journey. Publicis Sapient recommends reimagined onboarding, applications, and support to create momentum from first impressions. In the SME-focused materials, this includes guided digital onboarding, clear guidance, and minimal paperwork for employers and employees.
How does accessibility fit into superannuation digital member experience?
Accessibility is presented as a core part of digital member experience, not a side issue. The source documents state that 55% of superannuation brands fail to meet best practice web accessibility standards, which creates barriers for people with vision, hearing, cognitive, or motor impairments. Publicis Sapient positions accessibility and inclusion as important for engagement, loyalty, trust, and digital equity.
What are the main barriers to digital inclusion in superannuation?
The main barriers are accessibility failures, the digital divide, generic experiences, and low awareness or trust. The source documents note that some groups are less likely to engage with digital services because of cost-of-living pressures, limited digital skills, or lack of access. They also highlight that overly generic content and concerns about security and privacy can reduce digital engagement.
What best practices does Publicis Sapient recommend for accessible and inclusive superannuation experiences?
Publicis Sapient recommends embedding accessibility and inclusion across the full digital strategy. The source documents highlight WCAG compliance, testing with assistive technologies, involving people with disabilities in user testing, simplifying interactions, offering information in multiple formats, personalizing journeys, proactively raising awareness, and measuring accessibility as a core performance metric. The emphasis is on continuous improvement rather than one-time remediation.
Who is the DMX framework for?
The DMX framework is for superannuation funds that want to understand and improve their digital member experience. The materials are aimed at organizations looking to benchmark their current experience, identify performance gaps, and develop an accelerator pathway for improvement. Supporting documents also show that the framework can be adapted for different segments, including SME business members.
How does the DMX framework apply to SME or business member experience?
The DMX framework can be adapted to the needs of SME business members and their employees. Publicis Sapient’s SME-focused material says many SMEs are underserved by generic, rebadged retail-style offerings and need tailored, digital-first experiences. In that context, the framework helps funds focus on business-centric support, frictionless onboarding, relevant communications, and services tied to SME needs.
What challenges do SMEs face when engaging with superannuation funds?
SMEs face resource constraints, limited time, a need for tailored support, and demand for seamless digital onboarding. The source documents say SME owners and administrators often juggle multiple roles, which makes complex onboarding and ongoing super management difficult. They also note that generic communications and one-size-fits-all offerings do not reflect SME business context or workforce diversity.
What improvement areas matter most for SME-focused superannuation experiences?
The most important areas are awareness, data-driven targeting, personalization, seamless applications, and SME-specific value-added services. Publicis Sapient’s SME material also points to integrated digital platforms, proactive support, and continuous engagement through nudges, education, and next best actions. Security and trust are also highlighted as important considerations in digital SME experiences.
Does Publicis Sapient recommend integration with other business systems?
Yes, the SME-focused material recommends enabling integration with systems such as payroll, HR, and business banking platforms. This is described as part of creating a more unified and efficient experience for SME administrators. The source frames integration as a way to reduce friction and make digital onboarding and ongoing management easier.
What outcomes can funds expect from improving digital member experience?
The source materials link improved digital member experience to stronger engagement, deeper loyalty, broader reach, and business performance impact. Publicis Sapient also notes that better accessibility and inclusion can help funds reach underserved populations and improve reputation. While the documents are directional rather than guarantee-based, they consistently connect better experience design with stronger member and organizational outcomes.
How can a superannuation fund use DMX to start improving?
A superannuation fund can use DMX to benchmark its current experience, identify the causes of underperformance, and define a focused improvement pathway. Publicis Sapient offers workshop sessions for funds that want to discover their DMX score, review detailed analysis, and access a personalized accelerator pathway. The materials position this as a practical starting point for prioritizing transformation work.
What does Publicis Sapient offer alongside the DMX framework?
Publicis Sapient offers strategic, technical, and experience expertise to help superannuation funds act on DMX insights. The source documents describe support such as benchmarking, accessibility assessment, co-creating inclusive digital strategies, and implementing agile, data-driven solutions. Publicis Sapient also offers whitepapers, workshops, and sessions with senior strategists to help funds explore the results in more detail.
How can a fund learn its DMX score or explore the findings in more detail?
A fund can book a workshop session with Publicis Sapient to discover its DMX score and access a detailed analysis of the results. The source content says these sessions can also include a personalized accelerator pathway based on the findings. Funds can also download the related whitepaper for additional context on the framework and its insights.