Client Success Story: Caravan and Motorhome Club

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With pension provider perceptions very low, the Caravan and Motorhome Club (also known as ‘the Club’) needed a new pension partner that could rebuild trust and improve employee financial wellbeing. 

Following a rigorous RFP process, Standard Life emerged as the number one choice to meet the varied needs and life stages of the Club’s employees.

Challenge

As the UK’s number one rated touring club for caravanners, motorhomers, and campers, the Club looks after the interests of 1.1 million tourers – as well as their 1,200 employees.

With a predominantly remote workforce and many employees within the 60–64 age group, the Club wanted to ensure its pension arrangements were supporting strong engagement across the organisation.

The nature of the workforce – including a large number of seasonal employees – added complexity to pension communications. At the same time, the existing digital experience did not support online completion of all pension tasks, with some actions requiring phone based support. These factors placed additional demands on internal administration and made it more challenging for employees to actively engage with their pensions.

The Club recognised an opportunity to improve the overall pension experience, while continuing to put employee wellbeing first, so they conducted a rigorous RFP process to find a provider that could meet the needs of their diverse workforce.

Reassured by our ‘Project Promises’ – our commitment to building strong relationships, delivering timely communications, and implementing a smooth transition process – the Club chose Standard Life as their new pension partner.

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Objectives

Together, Standard Life and the Club agreed on a set of clear objectives to:

• Deliver a smooth and stress-free onboarding journey
• Rebuild trust by streamlining processes and transforming the member experience
• Provide intuitive digital tools to encourage members to engage with their pension
• Strongly align with the Club’s values and culture

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Solution

Tried and trusted onboarding journey

First, we needed to ensure that we completed the transition from the previous provider to Standard Life before the Club’s seasonal workers returned. True to our reputation for seamless onboarding, we took on the challenge and succeeded in meeting these hard deadlines. 

Our comprehensive onboarding process aimed to engage with members even before they joined, and included a range of engaging communications, such as:    

• Pre-launch content
• Presentations, videos, and member feedback
• Welcome communications including webinars, a dedicated microsite, and a financial tools showcase

Keeping members in the loop

From our extensive experience, we know what it takes to deliver a successful scheme transfer. And one of the most important factors is keeping members informed throughout the process.

We collaborated with the Club to deliver a communications campaign that would support our wider member engagement strategy. This included supporting the Club with sending their own branded communications to their members, letting them know they'd be receiving a direct offer from Standard Life to take part in a bulk transfer from the previous provider to us. 

We also sent a pulse survey to members to understand what communications would be most relevant and meaningful to them, further enhancing our engagement strategy.

Results

The pension scheme transition to Standard Life was a huge success. Furthermore, the Club and Standard Life met every one of our joint objectives: