Data Driven Customer Engagement in Australian Superannuation

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The behaviour of Australian superannuation customers is lightly researched resulting in limited understanding of the antecedents, manifestation, and consequences of critical customer behaviour. The majority of Australian superannuation customers are portrayed as being disengaged from their superannuation. Low engagement increases the likelihood of inadequate retirement adequacy and longevity outcomes. Yet currently, there are only general classifications of superannuation engagement levels and their indicators, meaning that the level of engagement an individual has with their superannuation is not visible. Through the development of survey instruments and the application of data mining, in addition to quantifying levels of customer engagement, I identify novel approaches to prevalent data issues in Australian superannuation of engagement, cost-sensitivity, and class imbalance. This research advances the understanding of Australian superannuation customer behaviour and introduces a method for measuring and observing engagement levels. In doing so this research affords intervention opportunities to improve retirement outcomes of Australian workers.
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