Cutting through the ‘disruption’ chatter with applied expertise
Most of the presentations and industry events I’ve attended have covered member engagement and retention. With superannuation funds moving quickly into decumulation phases, member education and engagement for retention becomes vital. These discussions have covered generational learning styles, and the need for funds to have a strong digital presence and a cutting edge strategy as they move into 2018. Everyone’s somehow got to be a digital disruptor!
What does ‘disruption’ mean?
The terminology digital disruption does make me smile. We have been in the digital space as early adopters, and yes, we know online is the way to go. But this hasn’t happened in the last two years. We have over 13 years working in online education. That’s given us plenty of time for alpha and beta testing of content, platform and design elements. Digital disruption started being bandied around about three years ago. I didn’t know then what it meant. These days I have a much better idea, but one thing’s for sure: it is a marketing term that is working for many service providers. Perhaps ‘transformation’ is a better term than disruption when it comes to super. Because so far, nothing has happened to disrupt the core value proposition of super. That’s pretty well protected by the law. What we’re seeing instead is digital technology changing facets of superannuation. Most notably, the member interface. The funds are being taught how to overcome the challenges of digital transformation, rather than being told how to embrace what most deem as adversary or the enemy.
Digital isn’t new that’s for sure. Neither is generational learning. So why shy away?
Embracing the challenge
At Money101, we must stay at the forefront with our content. Our clients have helped hold us to this mission, making sure that we have been progressive. We have mobile content, games, podcasts, video, auditory components to our learning. These new content modes are a result of consistently thinking about the best way to reach audiences.
Yes, we have vast content that is consistently changing because the look, feel and content needs to change. The digital transformation is there too, but not as quick as the generational changes to content. We have been at the forefront of social engagement and different learning styles. Active learners are what we are looking for. That’s the next digital transformation hurdle for us.
Where are the active learners?...
We will only find an active learner if we can trigger their natural concern about security, safety and how prudent money management and good decisions will give them the result they want. They need to set goals for themselves.
Providers are now trying to teach funds how to take an agile approach. I have been to events where we have been taught the principles of behaviourism and constructionism and cognitivism. I have also heard how important generational learning is as well as intrinsic and extrinsic motivation.
…and will I need a PhD in psychology to find them?
Yes, it is true that the learner is complex. But that doesn’t mean you have to be an expert psychologist to understand how their needs translate in the context of digital financial education. For example, if I was to start from scratch to become the best in my field as an actuary I should probably think twice about how long it would take to master this skill! In digital education you need to be practical and understand andragogy; all about how adult learners learn. Getting to know constructivism and experiential self-directed learning doesn’t hurt either. Then you need to understand asynchronous learning and instructional design. Finally, you’ve got to be able to filter that through a systematic approach to creating member education; how to incorporate technology and multimedia into a learning solution that works.
Long story short, you’ve got to be an expert – but you’ve got to be strategic about the wisdom you seek out.
Cognitive, behavioural and many complex learning theories are interesting. But you need to put this together with instructional design, updates and then the digital challenges of getting it online. You then need to design the training so it has pathways, outcomes, and calls to action.
Putting it all together
Good digital content is expensive to develop, but in the end we know it is more effective and efficient that instruction led training or face to face training. Over time, we have effectively targeted different audiences and choose content that will work for those different audiences. And none of our team have psych degrees. Rather, we’re adult educators, multimedia designers, developers, instructional designers, subject matter experts… anything but theorists. And we’ve had more time than anyone to test and perfect our ideas. So next time you find yourself at an event like one of the ones I’ve been to, and you’re feeling a bit overwhelmed, remember that the theory can be fascinating – but it’s the results that really count.
PS: If you’re interested in having a chat about how Money101 can get some results on the board for your organisation, get in touch with me here or drop us a line via the website.