Digital Logic - Mercer Case Study

DIGITAL TRANSFORMATION & CUSTOMER–CENTRIC JOURNEYS
Mercer provides superannuation services to its own customers and administers the funds of major brands
such as Qantas and ANZ. With integrated customer services at the core of their business, creation of
remarkable customer journeys regardless of channel (phone, print, digital, face-to-face) is paramount to
Mercer’s strategy.
The Challenge
Mercer approached Digital Logic to assist with their digital transformation project across all their
marketing communications. Traditionally dependent on entirely print, and basic email material,
they needed a platform that would not only manage the automation of digital elements, but one
that integrated print seamlessly into the mix as well.
Unlike other marketing programs, Mercer wanted to break new ground in the management of
customer marketing communications, with the automation of all direct mail into the customer
journey. This meant that XML-based correspondence such as Welcome Letters, Rollover Notices,
Exit Statements and others, would all be automated along with marketing communications across
multiple channels of the members’ choosing. Additionally, all of this information needed to be
integrated back into the core wealth management platform and CRM for transparency across the
business.
“We wanted to create an entirely seamless and automated customer journey for our customers,
but it needed to integrate with our existing platform to maximise efficiency across the business,”
said Cambell Holt, Consumer Marketing Leader at Mercer. “This was a critical step in the delivery
of our major transformation program across the three areas of people, process and technology”.
The solution also needed to be available to the many sub-brands in their portfolio while
complying with the various regulatory and compliance restrictions of each.
MERCER
CLIENT CASE STUDY
marketing cloud
partner
Challenge:
ąą Dependency on print and basic email
communications
ąą Ambitious time-frame
ąą Data complexity
ąą Multiple sub-brands
ąą Multiple system integrations
Objectives:
ąą Digital transformation
ąą Customer-centricity
ąą Operational efficiency
Solution:
ąą Delivery of behavioural and event based
customer journeys across email, SMS and
direct mail
ąą Rationalisation of legacy documents into
common templates driven by business rules
ąą Transformation of XML data into Data
Extensions using complex scripting with no
precedent
ąą Self-serve communications portal for Mercer
administration staff
ąą Development of a custom preference centre
with native integration into Sales Cloud
ąą Automate repetitive, manual processes with
Automation Studio
ąą Development of a custom decision split
activity for Journey Builder to meet Mercer’s
needs (which has since been adopted by
SFMC for their latest Release)

MERCER CASE STUDY
DIGITAL TRANFORMATION & CUSTOMER-CENTRIC JOURNEYS
marketing cloud
partner Page 2
The Goal
This project involved three key deliverables:
ąą Total digital transformation of Mercer’s communication and customer relationship
infrastructure across multiple sub-brands and client funds.
ąą Shift the organisation towards an automated customer-centric model for marketing and
direct mail, using a holistic marketing strategy with a strong focus on significant touch
points along the customer life-cycle.
ąą Improve operational efficiency for marketing and admin staff through the automation of
marketing, direct mail communications, digital and call centre experiences.
Approach
With such a large scale and critical project, it was important for Digital Logic to operate as part
of the Mercer Change Management Team. Using knowledge transfer and thought leadership,
our team members conducted research and ran workshops to identify touch points, data capture
and transfer, and communications channels and outputs. An integral part of this process was
identifying templates that could accommodate the regulatory constraints of the varied brands
that were being represented.
The Mercer team have pushed boundaries, powering an integrated Sales Cloud & Marketing Cloud
solution to deliver innovation across multiple channels, delivering relevant and personalised omni-channel
communications at speed. Salesforce Marketing Cloud has even adopted changes made to Journey Builder
by Digital Logic to accommodate the Mercer vision, in our upcoming release. Mercer has made exceptional
progress in a very short time. It is one of the most successful implementations of SFMC we have seen to date.”
Peter Belton
Regional Vice President, Enterprise Sales, Marketing Cloud, ANZ | Salesforce
“
MR JOHN CITIZEN
123 SAMPLE ST
SAMPLETOWN VIC 1234
15 June 2015
T H I S B I R T H D AY R E P R E S E N T S
M O R E T H A N J U S T A N O T H E R Y E A R
Hi Bartholomew,
Happy birthday from all of us at Mercer Financial Advice. It’s
not every day you turn 60.
A lot has changed over those years
Like Australia’s coming of age, you’ve also seen a world of
change since. We’re living longer, you’ve achieved a great
deal and made some good decisions along the way.
And there’s even more to look forward to
Your 60th birthday presents a great opportunity to help
create a better life for your long, happy retirement with
the expert guidance of Mercer Financial Advice to help you
maximise capital, cash flow and save on tax while you’re still
working.
Start your 60th year with the gift of good advice
and help your future-self today.
Call 1800 688 612
Thanks,
Your Customer Services Team
mercersuper.com
1956 was a pretty great year and a lot of
great things made their first appearance
– including you, right?
Australia witnessed it’s first Olympics
at home… as you
were first opening
your eyes!
Update your communication preferences at mercersuper.com/mypreferences, via your online account under the ‘personal
details’ section or by calling us on 1800 682 525 if you don’t want to receive further marketing communication from Mercer.
View our privacy policy at mercersuper.com/privacy
Visit mercersuper.com/appointment to request a call back
Direct Mail Email: Desktop & Mobile

MERCER CASE STUDY
The Solution
Working with the Mercer team, we achieved their vision of digital transformation and customer-centricity through a combination of software, extensive
data transformation and expertise in multi-channel customer journey management.
marketing cloud
partner Page 3
Mercer Superannuation (Australia) Limited, ABN 79 004 717 533, AFS Licence #235906
GPO Box 4303 Melbourne Vic 3001
Helpline 1800 682 525
www.mercersuper.com
Mercer Superannuation (Australia) Limited is the trustee of the Mercer Super Trust, ABN 19 905 422 981. 1 of 3
E X I T S TAT E M E N T
Prepared for FULLNAME
LAST_REVIEW – EXITDATE
MySuper Product Dashboard
Visit: mercersuper.com/documents
Your final super balance
PAY_GROSS_AMT
Member number CLIENT_ID
Account number ACC_NUM
TFN Supplied TFN_STATUS
Important: This is your exit statement which provides details of
your final balance. Please check this document carefully.
These returns are not the same as your returns in any particular investment option as the actual rate of return for your investment will depend on the timing of
contributions and other transactions.
Past performance is not a reliable indicator of future performance.
* The Percentage change shows how the unit prices have changed since your last Annual statement. This may not apply to an investment if the commencement
date of the investment occurred on or after LAST_REVIEW, or the closing date of the investment occurred earlier than <exitdate>.
Your final super account summary
Opening balance as at dd/mm/yyyy OPENING_BAL
Contributions SUMM_CONTS
Transfers and or rollovers SUMM_ROLL
Fees SUMM_FEES
Insurance premiums SUMM_PREMS
Tax and adjustments SUMM_TAX
Investment earnings SUMM_EARN
Withdrawals SUMM_WITH
Final super balance paid CLOSING_BAL
Closing balance $0.00
Your withdrawal balance consists of
Preserved portion PAY_PRES
Restricted non-preserved portion PAY_RNP
Unrestricted non-preserved portion PAY_UNP
Other benefits as at <exitdate>
Death DEATH
which included insurance of DTH_INS
Total & Permanent Disablement TPD
which included insurance of TPD_INS
<TTD_DESC> TTD pm
Want to understand more about this statement?
Go to mercersuper.com/exit_statement_explantory_notes
Your account investment summary
The investment earnings on your account were based on the number of units held and the movement in prices. See below for your final
investment account summary, including the unit prices used to determine your super benefit. Please note there might be a slight variance in
the calculation due to rounding.
Investment Option(s) Opening Unit Price Closing Unit Price Percentage Change* Units Held Value
INV_NAME INV_OP_PRICE INV_CL_PRICE INV_PCHANGE INV_UNITS INV_AMT
INV_NAME INV_OP_PRICE INV_CL_PRICE INV_PCHANGE INV_UNITS INV_AMT
Total INV_TOTAL_AMT
02_Rollover Confirmation_02_Mercer_Statement.indd 1 26/11/2015 4:41 pm
Helpline 1800 682 525
www.mercersuper.com
Mercer Superannuation (Australia) Limited is the trustee of the Mercer Super Trust, ABN 19 905 422 981.
Opening Balance as at LAST_REVIEW OPENING_BAL
Plus contributions and rollovers
Date Source Employer Salary Sacrifice Member Post-Tax Subtotal
00/00/0000 Source description $ 00,000.00 $ 00,000.00 $ 00,000.00 $ 00,000.00
00/00/0000 Source description $ 00,000.00 $ 00,000.00 $ 00,000.00 $00,000.00
00/00/0000 Source description $ 00,000.00 $ 00,000.00 $ 00,000.00 $00,000.00
Total $ 000,000.00 $ 000,000.00 $ 000,000.00 $ 0,000,000.00
Transaction listing group description _____________________________________________________________________________ $ 00,000.00
Plus other transactions
Date Description Subtotal
00/00/0000 Transaction listing group description $ 00,000.00
Total $ 000,000,000.00
Contributions Tax and other tax adjustments _______________________________________________________________________ SUMM_TAX
Investment Earnings ___________________________________________________________________________________________ SUMM_EARN
Final super balance paid as per your request __________________________________________________________ CLOSING BALANCE
Closing Balance at <exitdate> ______________________________________________________________________________________ $ 0.00
Concessional and non-concessional contribution amounts
The total concessional contributions received in respect of you for the current financial year ending were CON_CONTS. (This amount
includes any insurance premiums or other expenses paid by your employer, if applicable, on your behalf.)
The total non-concessional contributions received in respect of you for the current financial year ending were NONCON_CONTS.
These amounts will have been reported to the Australian Tax Office for the purpose of contribution caps and Division 293 tax purposes.
For more information on the Division 293 tax on high income earners please refer to the ATO website at www.ato.gov.au.
2 of 3
Y O U R T R A N S A C T I O N
S U M M A R Y
Helpline 1800 682 525
www.mercersuper.com
Mercer Superannuation (Australia) Limited is the trustee of the Mercer Super Trust, ABN 19 905 422 981. 3 of 3
Indirect costs and total fees paid by you for the period LAST_REVIEW to EXITDATE
The Trustee is required to provide you with information about fees and costs in the manner as shown on this page. If you have any queries
about the information shown please contact the Mercer Super Helpline on 1800 682 525.
Indirect costs of your investment __________________ $ 00,000.00
This approximate amount has been deducted from your investment
and includes amounts that have reduced the return on your
investment but are not charged directly to you as a fee.
Total fees you paid _______________________________ $ 00,000.00
This approximate amount includes all the fees and costs which
affected your investment during the period.
Additional explanation of fees and costs
Total fees you paid
This figure includes the administration fees and premiums shown
in your transaction summary section above and the “Indirect costs”
shown above.
Indirect costs of your investment
Indirect costs represent the costs of running Mercer Super over
and above any fees deducted directly from your account. These
costs are not new.
They include investment management fees and may include fees
paid to service providers including Mercer Super’s administrator,
auditor and adviser and the costs associated with running the
Mercer Super including various Government levies.
Income tax and its effect on fees
Tax is payable on investment earnings of Mercer Super at a
maximum rate of 15%. However, as Mercer Super is allowed a tax
deduction in respect of certain fees and costs the rate of tax
actually payable by Mercer Super may be less than 15%. The benefit
of any income tax deductions is passed on to members either
directly or indirectly when the Trustee determines earnings or by
meeting other costs incurred by Mercer Super.
Contribution Tax and tax adjustments
Tax of 15% is payable on taxable contributions such as Employer
and Salary Sacrifice contributions. Your administration fees,
investment management fees and insurance premiums, if any, are
tax deductible, thus reducing the contributions tax payable. In some
cases the timing and application of tax is such that the Mercer
Super administration system does not allocate tax to particular
transactions. In such cases the proper tax treatment is achieved by
way of tax adjustment transactions.
Other notes
Dispute resolution
The Plan also has a dispute mechanism in place to help resolve any
complaints you may have. If you wish to make use of this mechanism,
you can contact the Enquiries and Complaints Officer by writing to
the address supplied or by calling the helpline:
The Complaints Officer
Mercer Super
GPO Box 4303
Melbourne Vic 3001
Phone: 1800 682 525
8.00am - 7.00pm
Monday - Friday (AEST/AEDT)
Talk to us
If you have a question or need more information to understand the
Plan, your benefit entitlements or any fees, charges or expenses
paid by Mercer Super, please contact our helpline on 1800 682 525.
Your privacy is important to us
For information on privacy and the handling of your personal
information please refer to our website www.mercersuper.com.
Need help?
Call the Mercer Super Helpline on 1800 682 525
Statements
ąą The centre piece of the strategy, Salesforce Marketing Cloud, enabled Mercer to automate
all digital communications to their customers as part of a larger customer journey strategy.
All communications entered into Salesforce were automatically passed back into Salesforce
CRM for business transparency.
ąą Digital Logic’s proprietary direct mail app, Printid™
, plugged into the Salesforce platform
and allowed print communications to be integrated into the customer journey, across
complex business rules (requiring development within SFMC), based on customer preference
or regulatory compliance dictated.
ąą Over 20 event triggers were implemented into Salesforce to kick-start Mercer’s customer
journey automations.
ąą Digital Logic’s creative team redesigned and condensed over 160 legacy communication
templates into 7 dynamically driven communication journeys spanning print, email and
SMS.
ąą Mercer’s XML data was completely transformed to be stored in Data Extensions and used to
trigger personalised correspondence (in print, email or SMS) in Salesforce Marketing Cloud.
ąą A completely automated correspondence and communication portal was developed for
Mercer admin staff. The portal allowed them to instantly create personalised, responsive and
on-brand communications across email and print on-demand whenever there was a need
for ad-hoc member communications. This also enabled all communications to be tracked
and archived for reconciliation and compliance.
ąą An automated ‘Smart Start’ customer boarding series was executed which helped welcome
all new Mercer Super customers to the brand across email and print.

The Results
ąą The digital transformation project was completed in time for Mercer to meet their internal
and external deadlines, enabling them to become the first super fund to deliver a fully
automated customer-centric model, not only for their customer base, but also for their
many sub-brands and client partners that utilise their service.
ąą As a result, Mercer now offers this marketing automation capability to their 30+ client
portfolio, allowing any super fund to digitally transform their communications to a
customer-centric cross-media infrastructure.
ąą This solution has given the business and its corporate clients a significant competitive
advantage in the financial services industry.
Outcome
The project marked a first for both Mercer as well as Salesforce Marketing Cloud, by extending
digital transformation beyond marketing communications and seamlessly integrating this into
all elements of the business. As a result, Mercer have become more effective in their marketing
initiatives, and their customer experience capability is far more scalable.
“Superannuation represents one of the largest investments that most Australians will ever make.
For the first time, we are able to provide customers with global best practice experiences, when and
how they want them. Thank you to our implementation partner Digital Logic for what can only be
described as a dogged determination and superhuman effort to land the project on spec and deliver
on the promise.”
Cambell Holt, Consumer Marketing Leader, Pacific
MERCER CASE STUDY
Copyright Digital Logic Marketing 2016. Commercial in confidence. Not to be replicated without the consent of Digital Logic”.
Digital Logic Marketing Solutions
p: +61 3 9555 5001 w: www.digital-logic.com.au e: contact.us@digital-logic.com.au
Head Office: 477 Warrigal Rd, Moorabbin VIC 3189
“ The first Super Fund
to deliver a customer
centric automated
communications model,
across all channels
that is seamlessly
integrated with the data
environment.”
marketing cloud
partner

Digital Logic - Mercer Case Study

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