Annual StatementWesleyan sends an Annual Statement of investments to customers. However, market research indicated that, while the statement was fine from a business perspective, the information needed to be clearer and easier to understand. The company also found that it needed to resolve other challenges, including: • increasing brand value in line with other

communications• simplifying content changes• reducing printing complexity and the impact

this had on production time and costs.

By introducing full colour digital laser printing and variable content, it would be possible for each customer to receive one, well-designed, personalised statement, containing only content relevant to them, in a format that reflected the society’s brand values and communicated the broader choice of investments on offer.

TransformationWesleyan’s print supplier suggested that TriPartum could help with this transformation. Following a tender process, TriPartum began to work with Wesleyan to re-assess and re-design the Annual Statement mailing.

Kiran Johal, Pension Servicing Manager at Wesleyan, takes up the story: “The Annual Statement mailing goes out to around 76,000

Wesleyan increase customer engagement and improve production processes with statement redesign

Customers can now receive information which is friendlier and easier to understand. This in turn can help them to make investment decisions based on clearer information.

Kiran Johal Pension Servicing Manager Wesleyan

Client story

customers with policies including ISAs and Pensions. TriPartum’s experts came in to our head office in Birmingham and went through our requirements very thoroughly, ironing out any issues we had. I was relatively new to the company, so their knowledge and expertise provided me with reassurance. They suggested ideas that would benefit both us and our customers.”

Customer perspectiveTriPartum started by considering the mailing from the customer’s point of view, bearing in mind its ‘look and feel’ in relation to Wesleyan’s brand. The data sources and software used to create the mailing were reviewed, as well as the practical aspects of printing and collation.

A number of workshops were held by TriPartum to understand the finer details of Wesleyan’s business requirements, with detailed questions posed about the statement processes and format. Some things had been done in a certain way for historical reasons, so there was an opportunity to ‘shake the tree’.

They come up with great ideas, and they have always pushed us and helped us to hit our deadlines. To have TriPartum’s experience, help and support in helping to enhance our brand has been fantastic.

Jilly Oxlade-Arnott Marketing Operations Manager Wesleyan

Making investment choices clearerEstablished in 1841 by members of the Wesleyan Methodist Church in Birmingham, Wesleyan has developed a highly successful business model, with assets under management of around £6 billion. The company provides tailored financial advice and products to select professional groups, namely doctors, dentists, teachers and lawyers.

Wesleyan puts its members at the heart of everything it does and believes that sending regular and clear communications to members is essential to maintaining successful relationships.

“We had a daily project conference call with TriPartum, communications were excellent,” said Kiran Johal. “They are really friendly, and if we had any issues, they would go out of their way to help us.”

TriPartum considered the style of each document and the message it communicated, and worked with stakeholders – including customer services, marketing, IT and finance – while ensuring that everything adhered to the ABI guidelines. The aim was to reduce the amount of content so that each client would only receive what was relevant to them, with everything presented in a clear and concise way.

Moving to an A5 bookletHaving undertaken a thorough review of the various business processes associated with the mailing, TriPartum made recommendations for an alternative, personalised A5 colour booklet that would replace all of the traditionally separate A4 documents in the mailing. It was agreed that an A5 format booklet format would be more accessible and user-friendly, with everything combined into one piece.

With the design format agreed, TriPartum used its own composition platform to bring the data together from Wesleyan’s multiple systems, generating files ready for print, working with the company’s printer to ensure a smooth transition. “TriPartum sanity checked our data, for example. If a customer had no address or other vital information. They were very thorough,” said Kiran Johal.

Wesleyan’s clients would now be able to receive all of their statement information in one A5 booklet, as well as carefully selected service enhancement messages on any blank pages.

Content for the documents is generated from a content asset system built by TriPartum. The data is then combined with variable data files to generate the print files for mailing.

Brand effectivenessWith the new format, Wesleyan has been able to benefit from having a modern, more customer friendly Annual Statement that reflects the company’s brand values and can work more effectively as a marketing tool.

Jilly Oxlade-Arnott, Wesleyan’s Marketing Operations Manager, explained: “Our statements now have a higher sense of ‘value’, reflecting our brand identity. With TriPartum’s help we’ve been able to enhance brand familiarity, with more condensed information presented in a more professional and personalised way. They come up with great ideas, and they have always pushed us and helped us to hit our deadlines. To have TriPartum’s experience, help and support in helping to enhance our brand has been fantastic.”

KEY BENEFITS

Introduced…

an engaging fully personalised A5 colour booklet

a bespoke portal and associated functionality allowing business users to securely maintain current and historical customer statements

reporting to support a full audit trail meeting internal compliance requirements

Reduced…

call centre activity relating to queries by 22%

print complexity and the impact this had on production timeframes and costs

the amount of paper by 44% in comparison to the previous format

Demonstrated…

an uplift in calls relating to making further investments

greater customer engagement

improved comprehension and customer experience

BenefitsOne of the key objectives of the project has been to reduce the number of calls to the company’s call centre by making the customer statements simpler and easier to understand. In fact, the new format has enabled a 20% reduction in call centre activity simply because clients now understand their statements better.

TriPartum’s development of a secure online Statement Viewer has also been a major benefit. “If a customer contacts our call centre their statement can be accessed online, making it easier to deal with enquiries and changes,” said Kiran Johal. “Enabling us to update client information online is a great improvement on the old method of updating details in PDF files.”

Wesleyan also estimates it has achieved a 44% reduction in the amount of paper used in comparison to the previous annual statement mailings – that’s around some 2.5-3 tonnes of paper saved.

Wesleyan has received positive feedback from its clients regarding the new statement format. “A brilliant idea to put all the information into a booklet” and “it’s very easy to understand and the new format looks fantastic” are typical.

Kiran Johal concluded: “Customers now receive policy information which is friendlier and easier to understand. This in turn can help them to make investment decisions based on clearer information.”

TriPartum’s experts came to our head office and went through our requirements very thoroughly, ironing out any issues we had. …their knowledge and expertise provided me with reassurance. They suggested ideas that would benefit both us and our customers.

Kiran Johal Pension Servicing Manager Wesleyan

© TriPartum Wesleyan: Investment statement

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