Member ‘engagement’ is a buzzword now frequently used within superannuation. In the age of information and digitisation, superannuation funds are eager to capitalise on the various digital touchpoints available to members to build connection. Funds believe that they can develop trust in their relationships with their customers by improving members’ understanding of their super. The aim of engagement is that, as a result of being better informed, members are in a better position to make decisions which ultimately lead to better retirement outcomes. But what constitutes member engagement versus conventional expectations of product delivery and related customer service? A customer...