Case Study: VicSuper achieves higher member engagement through a personalised online experience with Sitecore

How VicSuper improved member engagement by providing a personalised online experience

VicSuper, a A$12 billion not‑for‑profit superannuation fund serving over 242,000 members, needed a modern, more personalised web platform to better serve an aging membership and reduce the cost and complexity of its aging CMS. The legacy system required multiple microsites, made routine updates expensive and slow, and offered no personalisation—so VicSuper selected Sitecore, deploying the Sitecore Customer Experience Platform to meet requirements for analytics, content, personalisation and campaign management.

Using Sitecore, VicSuper rebuilt its site in about six months, redesigned information architecture, implemented responsive design and a call‑back web form, and consolidated content management into a single source. The Sitecore implementation delivered measurable impact: call‑back requests were nearly three times expectations on day one and kept growing, Facebook complaints stopped, pages per session fell 14%, average session duration dropped more than 30%, and Overall Customer Experience Score rose almost 10%, moving VicSuper from fifth to second among peers.

VicSuper

Lara Tucker

Senior Marketing and Communications Consultant