Ashima is a strategic customer research and insights professional with over 10 years’ experience. In her current role as Insights & Opportunities Lead at AustralianSuper she is responsible for delivering strategic insights covering member, business and adviser, as well as facilitating an Insights & Innovation Forum to drive customer-focused initiatives through management of an ideas pipeline.
Her career spans across both client and supplier side and prior to joining AustralianSuper held roles at KPMG in Management Consulting and Crown Resorts as Market Intelligence Manager. She is passionate about telling a story with data and understanding customers on a deeper level so she can be their voice in organisations.
Ensuring equitability and fairness in strategic pricing decisions.
Co-Presenters- Elaine Dubost & Emma Tommasini
For many years, AustralianSuper’s admin fee for accumulation members was $1.50 per week. Increasing costs however meant that that Fund had to review their pricing and increase admin fees in 2019. Foremost in AustralianSuper’s considerations for any such pricing increase was the important matter of the fairness and equitability of any such price increases on members, particularly given the diversity of the member base. AustralianSuper’sfirm commitment to being a members first Fund meant that finding a fair and equitable solution for all members was critically important. On top of this, it was important to the Fund that any proposed admin price increase did not have negative implications for the brand’s ability to attract new members, nor the propensity of the business communities’ to select AustralianSuper as a default fund for its employees. Then there was the matter of the need to communicate pricing to members in a simple and easy-to-understand manner. The criticality of these issues meant this project had Board-level visibility, and was described by AustralianSuper as one of the largest and most business critical member-related projects undertaken in many years. For this reason, extremely exhaustive and robust research (involving both quantitative and qualitative methods) was undertaken to inform the business decision as to how to proceed in the most fair and equitable fashion. This paper is about how AustralianSuper worked with Nature and The Lab, the method employed, and the lessons learned in how to conduct business critical strategic research in a tight timeframe.