By Scott Thompson
Prudential has greatly increased engagement levels with customers aged 45 or older thanks to the Money Matters online community. The site is designed and managed by online market research specialist eDigitalResearch.
Historically, consumers aged 45 or older have been hard to reach online and difficult to maintain high engagement and involvement levels with. But Prudential says that it is now engaging with over 100 “very active” older consumers on a daily basis via Money Matters.
Derek Eccleston, head of research at eDigitalResearch, comments: “We’ve been designing, building and managing client communities since 2008. Our breadth and depth of experience allowed us to advise Prudential on what works and what doesn’t when it comes to engaging with customers online, no matter what walk of life they are from. At eDigitalResearch, we believe that a community should be a touch point like any other customer channel and therefore must be approached with the same attention to detail. Using our in-house design and technical teams, we’ve been able to create a tailored experience for community members whilst delivering real value for Prudential.”
Matt Key, research manager at Prudential, says: “Launching Money Matters with eDigitalResearch has enabled us to engage directly with community members who provide us with invaluable insights into their hopes and fears for retirement. Such insight has already helped to shape both customer communication and product design.”