How can I engage people with Pensions?

Transforming the Teachers’ Pensions Scheme to improve service and increase engagement

The Teachers’ Pension Scheme is the second largest public sector pension scheme in the UK. We're now eight years into our third consecutive contract, awarded by the Department for Education, with a remit beyond just doing the paperwork.

We’re committed to raising awareness of the benefits the Scheme provides and how teachers can get the most out of it. This has required an important change in behaviour – encouraging teachers to actively plan for their retirement and understand the value of their pension.

Using insight to understand what members and employers wanted

During the last eight years we’ve frequently carried out user research to see how our users interact with the Scheme and our website. From this research, we’re able to continually update and improve our service.  

Research showed that teachers had been encouraged to only complete basic forms and that important messages on the website weren’t easy to find. Also, the annual statement wasn’t easy to decipher; and it didn’t encourage individuals to consider their retirement options.

From this research, we worked with members and employers to understand what they wanted. We developed personas and user journeys, dependent on their lifestyle and needs. We continue to run focus groups to ensure these resources stay relevant to our communications plan.

Developing a solution based on individual needs

Driven by our knowledge of member/employer communications, along with the government’s Digital by Default (DBD) agenda we moved our communications online via direct email, allowing us to connect with our stakeholders in a modern and timely fashion in a way they wanted to be engaged with.

With input from our members and employers, we launched a clean and engaging new brand identity, along with a refreshed website and updated resources. The public side of the site was further improved in 2017 with the member dashboard being refreshed in 2018. We also developed a number of training tools, helping members and employers get the most from the Scheme.

Armed with a better understanding of the different ways our stakeholders interact, we’ve recently implemented other communication channels including the use of social media (Facebook, Instagram, Twitter, LinkedIn and YouTube) and online advertising.

Ongoing engagement

Members and employers are surveyed daily on the service provided and how engaged they are with the Scheme. In addition, the team conducts regular focus groups and usability testing.

How are we doing?

Return on Investment is measured on campaign actions, linked to the outcomes we agreed with the Department for Education.

Some of the stats we measure include:

  • My Pension Online registrants: 867,371 registrants to date
  • Campaign visits: 1.2 million campaign views in 2018

Web traffic: 

  • Nearly 15 million website visits from January 2015 to December 2018
  • 53 million page views in 2018
  • 11 average pages per visits.

“The Teachers’ Pensions contract is delivering very well in its objectives to provide excellent service to teachers, their employers and all stakeholders. It’s acknowledged as one of the leading Public sector pension schemes and a great example of a successful outsource. Recent activity has demonstrated responses beyond our expectations and as a result the engagement elements are continuing to deliver.”

Originally published on Capita Employee Solutions' website.

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