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Smart Spotlight: Alvyn Cheang on Life at Smart

By Smart Communications

At Smart Communications, our people are at the heart of everything we do. Through our Smart Spotlight series, we celebrate team members whose passion, dedication, and impact help shape our success. 

This month, we’re excited to feature Alvyn Cheang, Senior Solutions Consultant in Singapore. Keep reading to learn more about Alvyn, what he loves about the work he does at Smart, and what he gets up to when he’s not working. 

1. What is your role at Smart and how long have you been with the company? 

I am the Senior Solutions Consultant based in Singapore. Prior to holding this position, I was with Smart Communications from March 2020 to September 2022. In my current role as a Solutions Consultant, I work to ensure our prospects and customers understand how our products and services solve some of their business challenges and help achieve better customer experiences as part of their communications journey. 

2. What did you do for work prior to joining Smart, and why did you make the switch? 

Prior to joining Smart Communications, I worked for a CPaaS company called Vonage (now part of Ericsson) as a Solutions Consultant helping customers in their last mile communication journey via multiple different channels from Messaging, Voice and Video experiences. 

Rejoining Smart Communications was a natural step, as the quality of the team was always the company’s greatest asset. Having worked with some of them previously, the decision to come back and make an impact on a newly expanded region was an easy one. 

3. What’s kept you at Smart? 

The strength of the company lies not only in its SaaS-first product stack but also in the people and the culture of support across the organization. The combination of innovative technology and a collaborative environment creates a truly unique experience. The product stack itself is constantly evolving—keeping pace with, and often moving ahead of, market expectations.  

The challenges that arise in an ever-changing business environment bring a sense of adventure and purpose. Each challenge brings an opportunity to grow, experiment, and contribute to solutions that have real impact. Supportive colleagues and exciting problem-solving makes the day-to-day experience both rewarding and enjoyable. 

4. What skills are needed to be successful in your role/on your team? 

Combining strong technical skills with consultative skills is key to success. The ability to tell a story and bridge the gap between business and technical capabilities is critical to this role. Success also requires adaptability in a dynamic environment with the ability to think on the spot, but most important is to have empathy. Building trust will drive the engagement through with the customers.  

5. What’s your favorite aspect of your job? 

Not knowing what you are getting into when you meet the customer. The best and most fun part of the job is trying to understand the prospect’s challenges, as each is unique in its own way; this requires creative problem solving and adaptability. Helping customers understand not just what the product does, but also how it solves their pain points in a practical way, keeps things engaging at the same time.  

Most important is the impact the solution presented to the customer. It’s great when they come back and tell you what you pitched to them really made their lives easier and had a meaningful impact on their operations.  

6. What are you doing when you’re not working? 

Outside of work, I’m a total movie junkie. Nothing beats grabbing some popcorn, sinking into those cinema seats, lights dimming, and being completely immersed in a story with surround sound booming around you and the big screen magic. Streaming at home is great, but nothing beats the cinematic experience  

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If you’re interested in joining our dynamic team, we invite you to explore our current opportunities on our Careers page. 

“Show Me You Know Me”: Reimagining Claims Innovation in Insurance

By Smart Communications  

Recently, we had the opportunity to attend one of APAC’s most forward-looking insurance events, where leaders from across the region gathered to discuss the future of the industry.  

One of the most compelling sessions featured Nick Smith, Vice President and General Manager of Asia Pacific at Smart Communications, on a panel about claims innovation—a topic that continues to shape how insurers build trust and deliver value in moments that matter most. 

Nick’s message was clear:  Claims are the moment of truth in insurance. They’re often the only meaningful interaction customers have with their insurer, and how that moment is handled can either deepen trust or erode it entirely. 

Trust Begins with Recognition 

In a low-touch industry like insurance, customers rarely interact with their provider — until something goes wrong. And when it does, they’re often in a highly emotional, vulnerable state. Nick’s phrase, “Show me you know me,” captured the essence of what customers expect in these moments: recognition, empathy, and simplicity. 

Every barrier placed in front of a customer—whether it’s repeating information, switching channels, or starting the journey over—adds frustration. Instead, insurers must: 

  • Surface relevant information instantly, so customers don’t have to re-explain their situation.
  • Communicate in the customer’s preferred channel, whether that’s WhatsApp, email, or phone.
  • Make the journey simple and empathetic, removing friction and stress. 

“Insurance is a trust business. And your customers will forgive you — if you show them you know them.” —Nick Smith 

From a Claims Perspective: Timeliness, Personalisation, Relevance 

Claims are not just transactions — they’re emotional experiences. And to truly innovate in this space, insurers must focus on four key pillars: 

Timeliness 
Customers expect fast, decisive action when they submit a claim. Delays not only increase anxiety but also erode trust. Having the right data at the right time enables faster adjudication and resolution, turning a stressful moment into a reassuring one. 

1. Personalisation 
Every customer’s situation is unique. Personalisation means recognising their history, preferences, and context — and tailoring the experience accordingly. It’s not just about automation; it’s about humanising the process where it matters most. 

2. Relevance 
Communication must be timely and meaningful. Irrelevant updates or generic messages can feel dismissive. Instead, insurers should deliver information that speaks directly to the customer’s situation, using insights to guide the conversation. 

3. Meeting Customers Where They Are 
Whether it’s WhatsApp in Cambodia or SMS in Sydney, insurers must engage customers in the channels they prefer. Forcing them to switch platforms or restart the journey creates friction. A seamless, omnichannel experience is no longer a nice-to-have — it’s a necessity. 

The Role of Data: Building a Consistent, Bi-Directional Layer 

One of the biggest challenges insurers face (especially those operating across multiple brands or jurisdictions) is managing fragmented data systems. Nick highlighted the importance of building a consistent data collection layer that spans the entire business. 

This layer should: 

  • Be bi-directional, updating as customers re-engage.
  • Support both underwriting and claims, with tailored data inputs for each.
  • Simplify internal processes to present a unified experience to the customer. 

It’s not about collecting more data — it’s about collecting the right data, at the right time, to deliver trusted, relevant experiences. And when done well, it enables insurers to move from being a payer to a partner — supporting customers not just when things go wrong, but throughout their health, life, and wellbeing journeys. 

Conclusion: Innovation with Empathy 

Claims innovation isn’t just about speed or technology. It’s about empathy, relevance, and trust. By simplifying journeys, personalising experiences, and showing customers they’re known, insurers can transform moments of crisis into moments of connection. 

As Nick reminded us, “If they don’t know you, it’s already a breach of trust.” The future of insurance lies in recognising customers, respecting their time, and meeting them where they are — with clarity, compassion, and consistency. 

For more on how customer expectations are evolving across the region, access your complimentary copy of the 2025 Customer Experience in APAC benchmark report today. 

Scaling Smarter: The Secret to Big-Bank Efficiency for Smaller Financial Institutions

By Cindy Griffin, Financial Services Vertical Marketing Lead at Smart Communications 

Large global banks have long relied on enterprise-grade platforms like Smart Communications’ Conversation Cloud™ to manage complex communications and streamline data-driven workflows. At first glance, it might seem like these technologies are built only for large financial institutions with vast operations. But the reality is that smaller deposit-taking institutions like community-owned banks and credit unions have just as much, if not more, to gain. These organisations are under pressure to scale efficiently, meet rising digital expectations, and deepen the trust that defines their member relationships.  

To compete effectively, smaller financial institutions must both modernise their technology and reimagine their approach to communications. Success depends on transforming data into a true strategic asset, delivering consistent and transparent experiences, and operating with the kind of efficiency that ensures growth without overextending resources.  

The Formula for Member Trust 

Community-owned banks and credit unions have long earned trust through a simple formula: personal service, face-to-face interactions, and community connection. But today, trust isn’t built on these concepts alone. It is increasingly built on the quality of digital interactions. 

Members expect seamless, transparent processes when opening an account, applying for a loan, or requesting a service change. Manual paperwork, unclear communications, and long turnaround times create friction that chips away at confidence. To protect and grow the trust they’ve earned, financial institutions must ensure every member interaction is consistent, clear, and reliable whether it happens in-branch, online, or through mobile. 

The Data Challenge 

To add to the trust challenge, every day, community-owned banks and credit unions collect valuable information through applications, forms, and service requests. Unfortunately, much of this data ends up siloed in PDFs, spreadsheets, or disparate systems, making it difficult to use strategically. 

This fragmented approach to data limits the ability to deliver personalised experiences.  Forward-thinking financial institutions already use structured data to anticipate member needs and deliver tailored services. Financial institutions that don’t adopt a modern communications tech stack that includes omnichannel and two–way communication, forms automation, and journey orchestration for their members risk falling behind. 

Extending Trust, Structuring Data, Orchestrating Journeys 

This is where a leading-edge platform like Conversation Cloud makes a difference: 

  • SmartIQ™ replaces manual forms with guided digital workflows that capture structured data at the source. Members complete applications more easily, staff spend less time chasing errors, and data flows seamlessly into downstream systems.
  • SmartCOMM™ then uses that structured data to generate personalised, compliant, and clear communications at scale—whether it’s a loan approval, account disclosure, or service update. 
  • SmartPATH™ extends these capabilities further through journey orchestration. It connects SmartCOMM and SmartIQ into cohesive, end-to-end experiences, ensuring that every step of a member journey is seamless, personalised, and consistent across channels. With SmartPATH, smaller financial institutions can deliver the kind of orchestrated, modern experiences members have come to expect from digital-first competitors. 

All together, they eliminate confusion, reduce errors, and ensure members get the right information at the right time all personalised to them. This not only builds trust but also improves operational control. 

Take Bendigo Bank, for example. By modernising its approach to member communications, Bendigo has been named Australia’s most trusted bank for the 12th time. Trust and technology can—and should—work hand in hand. 

The Power to Scale, No Matter Your Size 

While large financial institutions use these solutions to manage complexity, smaller institutions may have an even greater need for scalability and efficiency. 

  • Lean staffing models mean technology helps institutions handle more volume without adding headcount.
  • Peak demand readiness ensures surges in lending applications or times like tax season don’t overwhelm operations.
  • Consistent quality guarantees members receive reliable, personalised experiences regardless of workload or staffing changes.
  • Future growth can be supported without adding major operational strain when new products or membership expansions are introduced.
  • Compliance adaptability allows institutions to keep pace with shifting regulations without overburdening limited staff. 

In short, scalable systems make it possible to grow confidently even with lean resources. 

Strategic Benefits: From Data to Member Loyalty 

The benefits of the Conversation Cloud extend beyond scalability and efficiency, they’re strategic drivers of growth and loyalty: 

  • Trust reinforced: Clear, timely communications and faster responses deepen member confidence and reduce churn.
  • Better insights: Structured data from SmartIQ unlocks smarter product design, targeted offers, and deeper personalisation.
  • Operational resilience: Fewer errors, reduced NIGO (Not in Good Order) issues, and streamlined compliance reporting free up staff capacity and reduce risk.
  • Journey orchestration: SmartPATH ensures that these touchpoints are not isolated events but parts of a seamless, end-to-end journey. From account opening to loan servicing, members experience consistency and continuity that feels effortless.
  • Competitive positioning: With SmartCOMM, SmartIQ, and SmartPATH working together, smaller institutions can deliver digital-first experiences that rival big banks—without sacrificing the personalised, member-first culture that sets them apart. 

Smarter Growth for Member-First Institutions 

For COBAs and credit unions, the path forward isn’t about mimicking the big banks. It’s about using the right tools to amplify what already makes them unique: trust, agility, and member-first service. 

The Smart Communications Conversation Cloud transforms every member interaction into an opportunity to further build trust, improve efficiency, and unlock data-driven insights. For community-owned banks and credit unions, that means every communication is clear, every process is orchestrated, and every piece of data becomes a strategic asset. The result: the ability to compete, comply, and thrive in a digital-first future without losing the values of trust, community, and member-first service that make them matter most. 

Superannuation at a Crossroads: Why Member Experience Needs a Rethink

By Cindy Griffin, Financial Services Vertical Marketing Specialist at Smart Communications 

The superannuation industry is continuing to undergo profound change. At our recent Melbourne roundtable, one theme came through loud and clear: Member experience (MEX) must evolve if super funds are to thrive in the next decade. 

From regulatory reform and shifting demographics to rising member expectations, funds are facing a wave of change that will reshape how they communicate, engage, and deliver value. Paul Schroeder, CEO of AustralianSuper, recently underscored this urgency at his National Press Club address, calling for legislative changes that simplify retirement and place member outcomes at the centre. 

The Forces Reshaping Superannuation 

1. Structural Changes in Retirement Accounts 

Schroder’s proposal to unify accumulation and retirement accounts, and integrate super with the aged pension, represents more than just a regulatory proposal. It requires funds to rethink how they guide members through retirement. Manual applications and fragmented processes will need to give way to seamless transitions that demand smarter, more intuitive communications. This is a fundamental shift in how members experience their retirement journey. 

2. Rising Regulatory Pressures 

At the same time, regulatory pressure is mounting. SPS 515, effective July 2025, requires Australian trustees to demonstrate that all aspects of their operations—including communications—support member outcomes. This means funds must go beyond generic notices and show alignment with the best financial interests duty.  

Meanwhile, Payday Super, expected to roll out in July 2026, will significantly increase communication volume and complexity. Members will expect real-time updates with every pay cycle, and employers will need clear guidance to navigate new contribution processes.

3. Inclusivity and Trust as Strategic Imperatives 

Australia’s super system must serve diverse and under–represented groups — women returning from career breaks, gig economy workers, Indigenous Australians, and non-English speakers. Inclusivity equals trust, and it’s rising to the top of the agenda. Communication must evolve to be inclusive, accessible, and transparent. Inclusivity is no longer a nice-to-have; it’s a strategic imperative to build trust. 

AI and Trust in Superannuation 

At a recent superannuation roundtable, delegates raised concerns about members turning to popular AI tools for financial advice—despite these systems not being designed for accuracy in regulated domains. The risk of misinformation is real, especially as AI becomes more embedded in how members interact with their funds.  

According to KPMG’s “Trust, Attitudes and Use of Artificial Intelligence: A Global Study 2025,” only 36% of Australians broadly trust AI, with many more wary of its risks than excited by its potential. Yet, 65% still expect AI to deliver benefits like reduced manual tasks, improved efficiency, and more personalised experiences.  

Get More AI Insights From Our 2025 APAC Benchmark Report. 

For super funds, this presents a dual challenge: harnessing AI to enhance engagement while ensuring transparency, reliability, and ethical standards that resonate across generations.  

One of the attendees of the roundtable, Mario Garrido, co-authored this paper on trust, which emphasizes that for older generations, drivers of trust are more grounded in traditional cues: character, capability, and benevolence. Older members are less likely to be impressed by promises of innovation alone; they want proof of consistent performance, regulatory compliance, and clear ethical standards. 

For super funds, this generational divide means communications must be far more sophisticated and adaptive:  

  • Younger members expect transparency on how AI is used to personalise experiences and protect data
  • Older cohorts look for proof of reliability, governance, and ethical standards.  

Meeting both expectations requires modern platforms that can capture accurate member data, generate compliant communications across channels, and tailor messaging to different trust drivers at scale. 

How Smart Communications Helps Super Funds Lead Through Change 

At Smart Communications, we enable super funds to modernise their member engagement strategy with personalised, compliant, and scalable communications. Our solutions – SmartCOMM™, SmartIQ™, SmartHUB™  and SmartPATH ™– help funds meet regulatory obligations while improving the member experience. 

Compliance with Evidence: With SmartCOMM, super funds can standardise communications through pre-approved templates and centralised content management, ensuring every notice and disclosure is compliant, consistent, and on-brand. A full audit trail is captured, making it straightforward to demonstrate SPS 515 compliance. Automated version control further reduces risk, ensuring any regulatory changes are reflected across member touchpoints. 

SmartIQ supports compliance by guiding members through adaptive digital interviews that align with regulatory requirements. By capturing structured, validated data at the source, SmartIQ reduces the likelihood of incomplete or incorrect submissions and seamlessly feeds data into SmartCOMM-generated documents. 

Member Engagement by Life Stage: SmartCOMM orchestrates omnichannel, personalised communications tailored to member needs while SmartIQ powers guided digital interviews, enabling funds to capture member data once and reuse it across forms, advice documents, and onboarding workflows. Both solutions support multilingual and accessible formats to ensure that inclusivity is prioritised and every member is included.  

Employer Readiness for Payday Super: When it comes to the rollout of Padyday Super, SmartPATH ensures members receive real-time transparency through event-triggered contribution confirmations each pay cycle. SmartPATH orchestrates these communications across email, SMS, and online portals. By delivering clear, proactive communications, SmartPATH enables funds to reduce confusion, alleviate pressure on call centres, and lower overall service costs. 

Reimagine Member Experience: SmartPATH replaces manual, fragmented processes with intelligent, omnichannel orchestration—ensuring members receive timely, compliant, and personalised updates across email, SMS, and print. SmartPATH supports inclusive formats and AI-powered decisioning to guide diverse member cohorts through complex journeys like retirement transitions or Payday Super updates, while maintaining transparency and control to meet SPS 515 obligations and build trust across generations. 

Meet Customer Expectations: SmartHUB helps superannuation funds meet rising expectations for transparency, compliance, and inclusivity by securely storing all member communications—from emails to case records—in a central, audit-ready archive. With fast retrieval and seamless integration across SmartCOMM and SmartIQ, SmartHUB supports SPS 515 obligations, enables secure digital delivery, and reduces operational costs. It ensures members and staff can access the right information, at the right time, building trust through clarity and control. 

Turning Compliance into a Competitive Edge 

Super funds are truly standing at a crossroads. As Schroder noted in his address, more people with more savings are approaching retirement than at any other time Australian history. With Smart Communications, super funds can go beyond compliance to deliver the personalised, timely, and trustworthy experiences members expect and turn regulatory changes into a strategic advantage. 

Be Prepared For Change with Modern Solutions

If your fund is preparing for SPS 515, Payday Super, or broader retirement reform, now is the time to modernise your communications. Let’s talk about how Smart Communications can help you stay compliant, build trust, and improve outcomes. 

Beyond the Hype: What GenAI Can’t Fix Without the Right Foundation

By Cindy Griffin, Financial Services Vertical Marketing Specialist at Smart Communications 

The banking and financial services industry is at a crossroads with generative AI (GenAI). On one hand, customers are curious and generally optimistic about its potential. On the other, distrust of financial institutions, poor data quality, and fragmented regulations stand in the way of real and effective transformation.  

The simple truth is this: AI can only be as effective as the foundation it’s built on. Let’s dive into why. 

Trust and AI: The First Hurdle 

The financial services industry is built on a foundation of trust.  However, research from our 2025 Customer Experience and Communications Benchmark Report in Financial Services shows there is a trust gap. Globally, 37% of financial services customers don’t trust their financial institution—a number that rises to 38% in Singapore and 41% in Australia. 

This raises a critical question: does introducing AI close or widen the trust gap? The answer depends not on the technology itself, but on how responsibly it is implemented. Transparent AI usage, clear disclosures, and reliable outputs can strengthen relationships and improve trust. Opaque applications and inconsistent results only widen the trust gap. 

AI Strategy: Beyond the Wish List 

Financial services customers are warming to responsible AI use as applications like multilingual translations and hyper-personalisation become more common. In fact, 61% of financial services customers believe AI/GenAI will improve their experience within the next five years. The appetite and the expectation that AI will be used in financial services is at hand. 

If there were no regulatory or budget barriers, most financial institutions would leap at the chance to deploy AI across the customer journey. But each firm must face reality. Banking and financial services are highly regulated industries, and technology budgets are limited. 

For example, would a firm archive every communication indefinitely if regulations didn’t require it? Probably not. However, adding AI to the mix makes the prospect of archiving even more complicated. The more data you have archived, the better your AI summarisations will be. Enterprise archive and retrieval typically assume a massive number of low–cost storage events and comparatively rare retrieval events at a much higher cost.  As AI summarisations change your storage-to-retrieval ratio, your costs could explode. Without clean, structured data and thoughtful retention policies, even the best AI strategies become inefficient and expensive. 

When the Foundation Is Weak 

The risks of skipping foundational investments are significant: 

  • GenAI summarisation costs: A single workflow – retrieval, ranking, chunking, embedding, inference – multiplies costs compared to legacy search. At scale, expenses balloon quickly.
  • Customer self-service: If AI draws on incorrect or conflicting data, customers get wrong answers. That drives repeat queries, higher service costs, and frustration.
  • Employee experience: Staff relying on AI summaries of outdated or inconsistent knowledge bases end up wasting time untangling conflicts, often jumping between systems to find reliable information. 

Without the foundation of clean data and robust governance for GenAI, the risks to the business are magnified. 

Regulation: Fragmented but Inevitable 

It’s important to understand the potential for future regulations around AI because the decisions made today around how it’s implemented often have implications 10 to 20 years from now. 

Current global regulation of AI is fragmented, and financial institutions that compete globally must prepare for that reality. A few examples: 

  • Singapore: Prioritises transparency (explainable AI, disclosure) and data input quality. Uses principles-based frameworks aligned with OECD/G20 and co-develops standards with global tech firms.
  • Australia: Uses a risk-based approach to encourage innovation while managing harm shifting toward mandatory guardrails. Ethics principles based on OECD norms and strong business input.
  • New Zealand: Light-touch, principles-based guidance co-designed with stakeholders and aligned with OECD principles.
  • EU: The EU AI Act is the most developed regulatory framework to date and has the most actionable insight into how jurisdictions may approach AI regulation. It classifies AI by risk level. High-risk use cases, such as those tied to sensitive communications or inbound requests, face strict obligations. Limited risk use cases, like correspondence generation, require transparency and disclosure. 

Capturing Additional Information – Traceability & Content Provenance 

The new era of AI calls for more than just having access to archived content. Firms must know: 

  • When and how AI influenced communications. Track AI usage across all processes (e.g., translations, tone changes, summarisations). This will help to comply with regulations that could become more stringent over time.
  • The cost of large-scale summarisations. The storage-to-archive retrieval ratio is going to change significantly. Legacy search processes mean that archives are rarely retrieved. With GenAI summarisations, content will be retrieved at a much higher rate.
  • The source and reliability of every data point. Know how, when, and by whom AI is used to trace the origin, history, and transformation of content. Content provenance is not optional; it’s foundational to trust and compliance. 

Building a Smart Foundation for Effective AI 

What will the future of customer communications look like with AI? Customer lifecycle data will evolve to create more types of communications in more steps of the customer journey feeding more systems. Every time something is archived, it will span multiple channels for GenAI to create more information and more content. And, the archive will not just be about outbound channels, but also an inbound source of information like a summarisation at contract renewal. 

But this future of AI is not hypothetical for banking and financial services, it’s already here. Success depends on aligning a carefully designed strategy with the right foundation, enabled by a leading technology provider like Smart Communications: 

  • SmartIQ™ collects clean, structured data through guided digital journeys. 
  • SmartCOMM™ uses that data to create personalised, compliant customer communications.
  • SmartHUB™ archives data in a way that supports efficient AI retrieval and summarisation.
  • SmartPATH™ orchestrates intelligent, personalised customer journeys powered by trusted data. 

Together, these solutions provide the backbone for successful AI adoption. 

Realising AI’s Promise 

GenAI can reshape customer experiences in banking and financial services, but only with the right foundation built on trust, strong data foundations, and responsible governance. 

Financial institutions that invest now in systems to collect clean, structured data and digital archives to store that data will be better equipped to deliver effective AI and consistent omnichannel communications. Additionally, firms that focus on transparent AI usage and content provenance will find themselves more prepared for future AI regulations and frameworks. 

AI can be a powerful tool to strengthen trust, or it can serve as a means to erode it. The difference comes down to the foundation you build. Build one that ensures transparency, and you’ll unlock AI’s true promise. 

See us at the Asian Banking & Finance Summit in Singapore on September 25, 2025, to learn more about building a foundation for responsible AI. 

Redefining Customer Connection & Building Loyalty through Digital Experiences: Insights from the Third Digital Banking Summit | ICC Sydney

By Aaron Everingham, Sales Director at Smart Communications 

At the third Digital Banking Summit, hosted by Forefront at ICC Sydney, Smart Communications’ Aaron Everingham led a thought-provoking discussion on how digital banking leaders are reshaping customer connection and loyalty in a fast-evolving environment. 

The panel explored the role of human-centered design, trust, personalisation, and emerging technologies—all within the context of an increasingly digital and regulated banking world. 

1. Human Connection in a Digital World

In the early days of banking, connection meant face-to-face interaction. Today, with digital channels dominant, the challenge is preserving that sense of humanity at scale. 

One speaker noted that the rise of digital has created hyper-choice, making trust a more critical differentiator than ever before. Another panellist shared that while digital platforms streamline processes like home loan applications, there’s often still a team behind the scenes ready to step in, especially for more complex needs. 

Several participants stressed the importance of human-centred design, particularly in emotionally charged moments, where digital alone may fall short. One bank shared how they’ve designed AI-powered systems to hand off conversations to human agents during heightened customer moments—ensuring empathy isn’t lost in automation. 

2. Personalisation at Scale: Still the Holy Grail?

While personalisation remains a top priority, its meaning is evolving. 

A speaker from a major institution noted that personalisation today is about relevance: providing timely, context-aware interactions, such as reminders for upcoming bills or proactive service prompts. Others made a distinction between personalisation and customisation—highlighting the need to tailor not just messaging, but the entire experience, depending on the user’s profile and preferences. 

A digital lender representative acknowledged the technical complexity behind this: managing personalised content and journeys at scale remains a work in progress, particularly for institutions navigating legacy infrastructure. 

3. Trust and Connection in a Digitally Regulated Age 

As digital becomes the primary channel, building trust—especially in key moments like hardship or lending—has taken on new urgency. 

Several panellists pointed out that regulatory pressure and customer protection are driving a shift in experience design. What was once about speed is now about “intelligent friction”—introducing small hurdles to help customers stay safe. For example, first-time payment warnings are now deliberately implemented to prevent scams, even if they slightly slow down the user experience. 

Trust, it was emphasized, is not just about UX; it’s about staying true to brand promises, especially for institutions with older or more vulnerable customers. As one speaker put it, “you don’t just design for ease—you design for reassurance.” 

4. Loyalty Reimagined 

The panel also reflected on how loyalty has changed—and how digital can support, or undermine, long-term relationships. 

Traditional points-based loyalty schemes are no longer the only currency. One speaker noted that consistency, transparency, and reliability now play a greater role. For digital-native brands, loyalty is tied closely to their core promise, such as a simplified lending journey. 

Meanwhile, open banking and app-based banking aggregation were cited as drivers of customer freedom. As one attendee shared, inertia is fading—customers now expect more, and are quicker to switch when expectations aren’t met. 

5. Segmenting Experiences, Not Just Messages 

Tailoring communications is no longer enough—banks must now segment the experience itself. 

This means adapting everything from tone and flow to channel mix and hand-off points. One example given involved designing different onboarding journeys based on whether a user is a first-time buyer, a retiree, or a digital-native—acknowledging that the same service doesn’t work for every audience. 

6. Looking Ahead: Emerging Trends 

Finally, the panel looked to the future—particularly the growing role of AI. 

While AI offers new levels of convenience and responsiveness, speakers cautioned against over-automation. There’s a risk of disintermediation, where the very connections banks seek to strengthen could erode. 

The key, according to one leader, is finding the right balance between automation and human intervention—and ensuring that when a handoff is needed, it happens seamlessly. 

Final Thoughts

The panel made one thing clear: building loyalty and connection in banking is no longer about flashy perks or polished UX alone. It’s about trust, consistency, and deeply understanding the moments that matter to customers. 

Digital has changed the game—but the fundamentals of human connection remain unchanged.

Enhancing Loyalty in Insurance: How Rethinking Experiences and Partnerships Can Change the Game

By Nick Smith, SVP, Sales, APAC and EMEA, Smart Communications

At ITC Asia 2025, I had the pleasure of joining Ravi Makhija from Capgemini on stage for a fireside chat exploring a topic that’s increasingly central to insurers across the region: how to enhance customer loyalty by re-examining value propositions and the experiences that support them. In an industry that’s low touch, but high stakes/customer stress, it’s the moments of touch that matter.

It’s a timely conversation. As insurers navigate digital transformation, legacy tech modernization, and rising customer expectations, the traditional drivers of loyalty—price, product, and basic perks—are no longer enough. What really earns lasting loyalty today? Experiences that feel personal, relevant, and human.

Customer Expectations Are Redefining Loyalty

One of the major themes we discussed was how dramatically customer expectations have evolved. Where “good enough” used to pass, policyholders now expect always-on, mobile-first, omnichannel engagement. They want the right information, delivered at the right time, in the right tone. And increasingly, they want those interactions to feel like part of a broader experience, not isolated transactions.

Onstage I referred to recent stats we uncovered in our forthcoming 2025 Benchmark report that insurers are feeling this shift firsthand. As Ravi put it during our session, “Customers remember how you made them feel more than the policy terms.” That emotional connection, built through consistency, clarity, and care, is the new foundation of loyalty.

Experiences That Stick Start with the Right Approach

So how can insurers move beyond transactions and create experiences that truly resonate?

It starts with rethinking the value proposition. Loyalty today means embedding relevance into the everyday. Examples include: 

    • A proactive notification about a policy change
    • A contextual service offer
    • A communication that speaks a customer’s language—literally and emotionally

Whilst at ITC Asia, where we shared a booth with our partners Duck Creek Technologies and Hyland, we heard from many delegates exploring how AI solutions can help them boost operational efficiency while staying compliant and delivering personalized experiences at scale. Of course, achieving this is no easy task—but that’s where the right technology and delivery model come in. At Smart Communications, we’ve seen how platforms built for intelligent automation—paired with intentional experience design—can enable organizations to deliver compliant, personalized communications quickly and efficiently.

The Power of Collaboration: Smart Communications and Capgemini

Another core message from our discussion was the importance of partnership. As Ravi shared, successful transformation takes more than good tech—it requires the ability to translate vision into action.

Our recent work with a top-tier insurer in Asia shows just how powerful this combination can be. Faced with end-of-life legacy tools and slow, IT-dependent processes that give business users little control over communications, the client needed to modernize fast. Together, we helped them migrate to Smart Communications’ cloud-based platform, which drove several key benefits.

    • Enabled business users to manage templates directly
    • Reduced reliance on IT
    • Improved time-to-market

The result of this shift? Greater agility to create meaningful interactions, enhanced customer experience, and greater cost-efficiency via the scalable, pay-as-you-go model.

Looking Ahead: Speed + Empathy = The Future of Loyalty

The insurance landscape in APAC is only getting more competitive, and the path to differentiation is increasingly defined by how well you understand and serve your customers—not just at the point of sale, but throughout the entire relationship.

As we heard from attendees, =the opportunity to lead with empathy, enabled by smart systems and strong partnerships, has never been greater.

Thank you to everyone who joined us at ITC Asia.

If you missed the session and want to learn more about how Smart Communications and Capgemini are helping insurers deliver loyalty-driving experiences, let’s connect.

Transforming Insurance in APAC Through the Power of Partnership: Smart Communications, Capgemini, and Duck Creek

By Eileen Potter, VP of Insurance Marketing at Smart Communications

From underwriting and policy servicing to claims and renewals, insurers are under constant pressure to modernize their operations while managing risk, ensuring compliance, and meeting growing customer expectations.

To tackle these challenges head-on, Smart Communications continues to invest in partnerships that deliver real value. In the APAC region and beyond, our work with Capgemini and Duck Creek exemplifies how strategic collaboration can help insurers transform complex processes into streamlined, digital-first experiences. Together, we’re enabling insurers to become more agile, more efficient, and more connected to their customers.

Smart Communications is excited to announce our expansion into Singapore as we continue to grow our presence in the Asia-Pacific region. For the first time, we’ll be attending ITC Asia – an important milestone that reflects our commitment to supporting insurers across the globe, including those in one of the region’s most dynamic insurance markets.

“As insurers increasingly operate across borders, having technology partners that can deliver consistently and collaboratively in all regions of the world is more important than ever,” Nick Smith SVP, Sales, APAC and EMEA, Smart Communications. “We’re proud to bring our global experience and trusted partnerships to Singapore and look forward to helping insurers in the region transform how they connect with their customers.”

Smart Communications and Capgemini: Driving Intelligent Transformation Across Regions

A key part of that global approach is our partnership with Capgemini. Together, we help insurers accelerate digital transformation and deliver seamless customer interactions.

Capgemini and Smart Communications work together to help insurers accelerate digital transformation and improve customer engagement at scale. By combining Capgemini’s global consulting and systems integration expertise with Smart Communications’ industry-leading cloud-based communications platform, we enable insurers to create more agile, personalized, and efficient customer experiences.

Smart Communications and Duck Creek: Modernizing Policyholder Communications from Quote to Claim

Duck Creek Technologies’ modern, cloud-based platform helps P&C insurers manage policies, billing, and claims with greater agility. Through our integration with Duck Creek, Smart Communications brings intelligent, interactive communications into every step of the insurance journey.

This partnership is designed to eliminate the friction traditionally found in insurer communications. Whether it’s a quote letter, policy document, billing notice, or claims correspondence, our joint solution ensures every interaction is dynamic, personalized, and automated – without disrupting existing workflows.

The benefit? A more efficient back office and a more engaged policyholder.

For insurers in APAC, this is especially critical. Many are navigating a diverse regulatory landscape, multiple lines of business, and rising digital expectations from customers. Our partnership helps these insurers localize communications, ensure compliance, and deliver experiences that feel intuitive and responsive – regardless of channel or language.

Why Partnerships Matter – Especially in APAC

Insurers across APAC are faced with the need to modernize legacy systems and deliver more digital-first experiences. But they must balance this with navigating complex regulatory environments, evolving customer preferences, and increasing cost constraints.

This is where the power of partnership shines, enabling insurance organizations to modernize operations without overhauling everything at once – taking advantage of integrations designed to work within insurers’ existing ecosystems, accelerating time to value and minimizing disruption.

The result? Smarter, more agile organizations, that are better positioned to compete and grow in an increasingly competitive market.

See the Power of Partnership in Action at ITC Asia

If you’re attending ITC Asia, we invite you to stop by and meet with Smart Communications to learn more about how we’re transforming the insurance experience. Our team will be at Booth 215/216 with Duck Creek.

You’ll get a firsthand look at how our solutions help insurers:

  • Deliver more personalized and compliant communications
  • Streamline customer journeys across core systems and workflows
  • Achieve faster time-to-market and improved operational efficiency

Don’t miss our 11:00 AM Fireside Chat, ‘Enhancing Loyalty: Propositions & Customer Experiences’, held at the Affinity Stage, Customer Centricity. Smart Communications’ Nick Smith will be joined by Ravi Makhija, Executive Vice President & Managing Director Capgemini Financial Services South East Asia, Capgemini.

We look forward to seeing you in Singapore!

About the Author
Eileen Potter is the Vice President of Vertical Marketing, Insurance at Smart Communications. She has more than 25 years of insurance and insurance technology experience with both Property & Casualty and Life & Annuity, including insurance operations on both the agency and company levels. Eileen has worked in independent agencies and MGA operations in a variety of roles, including commercial marketing and underwriting. Her software background includes systems marketing, sales support, and implementation roles with organizations such as ABBYY, Appian, One, Inc., and Duck Creek Technologies.

Why Superannuation Funds Must Regain Control Over Their Customer Communications in the Face of Growing Challenges

By Smart Communications 

The superannuation sector in Australia is facing a turning point. With the industry nearing $4 trillion in assets, funds are confronting a series of interconnected challenges that are pushing the limits of their existing infrastructure. In particular, outsourcing administrative functions and customer communications to third-party providers is proving to be an increasingly risky proposition.

As the sector grapples with mounting pressures—from regulatory scrutiny to heightened member expectations—there has never been a more urgent need for superannuation funds to regain control over their member communications. 

The Growing Strain on Infrastructure and Operations

Major administrators are struggling with resourcing, and claims processing delays have become a widespread problem. For funds, this isn’t just an operational issue—it’s a reputational risk. Members are already dissatisfied with delays, and as these issues grow more persistent, the sector will be forced to confront the reality that relying on third parties for critical operations may no longer be sustainable. Today, Members can move funds for any reason at any time, shifting the balance of power to the member and forcing funds to compete harder to retain customers. 

With new changes, the Australian Prudential Regulation Authority (APRA) and the Australian Securities and Investments Commission (ASIC) are increasingly scrutinising super funds’ operational efficiency. ASIC’s recent enforcement actions are a clear indication that funds must own their administrative obligations and ensure compliance, regardless of whether they rely on outsourcing​. This puts even more pressure on funds to bring member services back in-house, ensuring they have full control over the quality and timeliness of communications – from routine updates like statements and tax notices to critical notices such as Significant Event Notices (SEN) and remediation alerts. 

Regulatory and Governance Pressures Mount 

The regulatory environment is evolving rapidly. ASIC’s increased enforcement actions emphasize that funds must be able to demonstrate compliance with timeframes, particularly in relation to processing claims. As the superannuation industry faces a shift in governance standards, many funds are also under pressure to align with the high expectations set by ASX-listed entities. This is further complicated by the fact that funds often outsource critical functions to third-party administrators, making it more difficult to maintain the level of oversight required. 

The recent case of Cbus Super is an example of how outsourced claims processes can lead to systemic delays and dissatisfaction. This is a key moment for superannuation funds to rethink how they handle member communications and claims processing. By regaining control through a centralised, cloud-based platform, funds can ensure better oversight, improved compliance with regulatory timelines, and, ultimately, a more streamlined, efficient operation. 

The Shift in Member Expectations 

Another challenge facing the superannuation sector is the dramatic shift in member expectations. Today’s members expect the same level of service they experience with their digital banking apps—quick responses, transparency, and seamless engagement. However, many funds are still burdened by legacy systems and outsourced operations that cannot meet these demands. A member’s interaction with their superannuation fund should be as easy as managing their banking app—fast, responsive, and personalised. Yet for many funds, the reliance on outdated technology and third-party providers stands in the way of delivering this experience. 

In this context, regaining control over customer communications and claims processing isn’t just a matter of efficiency—it’s an essential step towards meeting the evolving demands of members. Super funds that invest in a centralised, digital-first platform will be able to deliver a modern, omnichannel experience that meets members where they are, providing them with self-service capabilities, real-time updates, and personalised communications that feel as seamless as modern digital experiences. 

The Case for a Centralised, Cloud-Based Platform 

Given these pressures, the time has come for superannuation funds to regain control over their customer communications, data collection, and interactions. A cloud-native platform like the Conversation Cloud offers a host of advantages that can help funds address their most pressing challenges: 

1. Automated Workflows for Regulatory Compliance 

Superannuation funds face increasingly stringent regulatory requirements, particularly when it comes to processing claims within set timeframes. An intelligent data collection solution like SmartIQ™ allows funds to automate workflows that meet statutory requirements, reducing the risk of human error and ensuring compliance with deadlines. By automating claims processing, funds can dramatically improve the speed and efficiency of their operations while ensuring they meet the compliance standards set by APRA and ASIC. 

2. Real-Time Visibility and Reporting 

A centralized solution provides real-time visibility into operational metrics, which is crucial for both performance management and regulatory compliance. With the ability to track processing times, identify bottlenecks, and gain insights into workflow efficiencies, funds can proactively manage their operations to prevent delays and improve service delivery. 

3. Reduced External Dependencies 

One of the key risks of outsourcing is the over-reliance on a small number of providers. This creates a systemic risk for funds that depend heavily on these providers. By bringing member services in-house, super funds can reduce their reliance on external administrators, giving them greater control over their operations and the quality of service they provide. 

4. Enhanced Member Engagement 

Members expect digital banking-level service, and a centralised platform enables superannuation funds to deliver. With omnichannel capabilities, funds can engage members through their preferred communication channels, whether that’s email, SMS, or online portals. This digital-first approach ensures that members have access to real-time information about their accounts, claims, and services. By offering self-service options, funds can reduce operational costs and improve member satisfaction. 

5. Scalability for Growing Member Bases 

As funds grow—whether through mergers, member retention initiatives, or industry consolidation—they need a scalable solution that can keep up with the increasing volume of communications and claims. A cloud-based solution offers the flexibility and scalability necessary to handle an expanding member base without sacrificing service quality or operational efficiency. 

Conclusion: The Time to Act Is Now 

The superannuation sector is at a crossroads, facing mounting challenges that demand decisive action. With infrastructure under strain, regulatory scrutiny intensifying, and member expectations evolving, superannuation funds must regain control over their operations to thrive in the future. By adopting a modern cloud-based customer communications management platform, funds can address their most pressing challenges—from claims processing delays to member engagement—and position themselves for long-term success in an increasingly competitive landscape. 

Now is the time for superannuation funds to take control of their member services, enhance compliance, and deliver a modern, seamless experience that meets the expectations of today’s digital-first members. The choice is clear: outsource the risk or centralise control and lead the way in member service excellence. 

For more guidance, download a copy of the solution brief, ‘Transform Digital Member Engagement for Superannuation’.  

Simplifying Legacy CCM to Cloud Vendor Migration

By Scott Draeger, SVP of Product Marketing and Vertical Solutions at Smart Communications

When confronted with technical debt, it’s easy to look the other way. Many organisations have customer communications applications that have been running for ten, or even twenty, years. As technology improves, you may find that your team feels like they are working for the technology, rather than having the technology work for your team. As budget cycles pass, these applications get older. They consume more resources, create more risk, and block innovations that your customers deserve. But, with cloud-based Customer Communications Management (CCM), modernising your CCM technology doesn’t have to be taxing. 

Cloud-native applications like SmartCOMM™ and SmartIQ™ are proven to create effective communications at scale, while meeting security requirements and flexibly scaling to handle peak loads at the most demanding times of your team’s year. Leading Australian banks can produce over 60 million pages per hour with SmartCOMM. High–profile and high–security use cases, like passport and visa communications, have shifted away from home-grown systems to transformed experiences using SmartIQ. Smart Communications’ recent cybersecurity assessment boasts high scores in every category. Leading government agencies in Australia, and elsewhere, are reducing costs and increasing flexibility by moving to cloud-based solutions. 

Transformation is Faster Than You Think

Many agencies believe they are saddled with technical debt, because migration is expensive. Your current vendor may offer an upgrade to newer technology, but that upgrade may not have migration tools, skilled migration practices, or experience with your applications. Often, upgrades require your agency to pay to maintain two complete systems while also paying time and materials for expensive vendor-supplied services staff. With that type of expense, it’s no wonder upgrades are avoided for a decade or more. 

Smart Communications uses a combination of software, AI technology, and experts to quickly turn your existing output into the first communications of your transformed customer experience. Smart Communications’ approach to omnichannel communications emphasises content to make it easier to communicate clearly across the full range of your customers, using a wide array of channels, accommodating diverse accessibility needs, and conforming to data privacy legislation. This approach automates the migration of text content, images, data and other key assets. This accelerates the transformation of your customer communications.  

After completing the swift migration, we transition the project to the customer, allowing them to focus on internal enhancements and ongoing sustainment. Customers establish in-house centres of excellence, empowering business users to take ownership of their processes. This shift puts you in position to improve employee experience by eliminating hard coded changes to multiple systems, removing redundant channel-based design work, and reducing the risk of errors due to application complexity.  

Ready to Integrate?

Legacy technology is not always compatible with current technology. As a result, agencies spend a lot of effort developing around software limitations. Leading solutions are cloud-native, allowing for easy integration with systems via APIs that accelerate your deployments, increase flexibility, and reduce risk. As you consider portfolios, some CCM vendors offer a wide variety of technology, but it is often not integrated, not available in the cloud, or not compatible with other technologies you need. As the leader in cloud-native CCM, Smart Communications can provision your system in under two hours, while others require many meetings and delays before your tenancies can be created. 

Regain Control of Critical Agency Applications 

Over time, applications on legacy platforms become difficult to manage. Incompatible software and hardware upgrade cycles collide with integration requirements to make even simple changes difficult to execute. None of this matches your budget and planning calendars. Over time, this increases reliance on external contractors with increasingly expensive sets of highly specialized domains of expertise. When simple changes take considerably more time from increasingly more expensive contractors, your organization loses time, budget, and control of how you communicate with your customers.  

How Do You Work with Agencies? 

Smart Communications understands your organisation as well as we understand your application. Because we understand your business, Smart Communications can create transformation programs that closely match your investment to your savings. This is done by creating multi-year transactions that consider your lower initial volumes, to phase in your investment while you phase in your new technology. Additionally, professional services expenses can be spread over the term of the agreement as well, allowing you to propose a solution that doesn’t triple your year one expenses. 

Understanding your staff, budget cycles, and organisational needs allows Smart Communications to propose solutions that can pass your planning process, deploy rapidly, and deliver early initial results. 

Smart Communications has tools, technology, partners, and experts to support rapid transformations which enable you to secure a long-postponed CCM upgrade through your planning process, to your team, and most importantly to your customers.