Case AFP Habitat
Industry
Pension Fund Administration
Services
Customer Experience Strategy, Customer Journey Design
Client
AFP Habitat
Year
2023
Challenge
Improving Affiliate Experience in a Context of Uncertainty.
In 2023, AFP Habitat faced a challenging scenario driven by the potential reform of Chile’s pension system. Within this context, the pension fund administrator sought to strengthen its positioning through an affiliate experience–centered strategy, aiming to build loyalty, generate trust, and improve overall service perception.
Chile’s pension system presents several barriers that impact affiliate satisfaction and retention:
- Crisis of trust: Pension funds have faced criticism related to low transparency, high fees, and insufficient pensions.
- System complexity: Concepts such as returns, multi-funds, and pension projections are difficult for affiliates to understand.
- Digital gaps: While digital platforms exist, their accessibility and usability are not optimal for all users.
- Lack of personalization: Affiliates have different needs depending on age, income, and retirement horizon.
To address these challenges, AFP Habitat partnered with BBK Group to design and implement an experience model grounded in a strategic and innovative approach.
Solution
Design and Implementation of an Optimized Experience Model.
To transform the affiliate experience, a structured, multi-stage approach was developed:
1. Current Experience Diagnosis
BBK Group conducted an in-depth assessment of AFP Habitat’s situation through:
26
Interviews with employees across different organizational levels.
03
Observations to analyze real interactions with affiliates.
23
Interviews with affiliates and non-affiliates to understand expectations.
548
Customer surveys to assess perceptions and needs.
07
Competitor studies to identify improvement opportunities.
This analysis provided a deep understanding of affiliate behavior, expectations, and key friction points in their relationship with the pension fund.
2. Application of Behavioral Economics
To improve affiliate decision-making and interaction, Behavioral Economics was applied—an approach that analyzes cognitive biases, emotions, and habits to design more effective strategies.
This methodology enabled BBK Group to:
- Identify factors affecting trust in the pension fund and define strategies to reduce uncertainty.
- Design more intuitive digital tools that simplify the understanding of pension savings.
- Develop clearer and more effective communication models to reduce system complexity.
3. Design of a New Affiliate Experience
Based on diagnostic insights, BBK Group defined an experience model built on a CX Framework, which included:
Experience signature: A strategic definition to guide customer service and standardize service quality.
Optimized channel model: Restructuring of service channel management and operations.
Personalized customer journeys: Design of journeys aligned with affiliates’ needs and expectations.
Strategic initiatives: Prioritization of internal actions to enhance affiliate experience.
Measurement model: Development of perception and operational indicators to evaluate the impact of implemented improvements.
4. Implementation and Ongoing Support
To ensure successful execution, BBK Group formed cross-functional working teams with AFP Habitat’s internal staff across key areas such as operations, experience, and channels.
The process included:
- Definition of an implementation roadmap.
- Team-based working methodology with clearly defined roles.
- Continuous support throughout the execution of each initiative.
Through this approach, improvements to the affiliate experience were embedded across the organization, driving a customer-centric cultural shift.
Results:
Impact of the Strategy on Affiliate Experience
The implementation of the experience model generated significant improvements for AFP Habitat:
- Higher affiliate satisfaction: More efficient processes and clearer communication improved service perception.
- Strengthened trust: Increased transparency reduced uncertainty around the pension system.
- Effective digitalization: Optimized platforms enabled easier self-management for affiliates.
- Increased customer loyalty: Personalized experiences fostered stronger connections with affiliates.
- Optimized internal processes: Operational reorganization enabled better customer service and management.
BBK Group
Innovation and Transformation in Affiliate Experience.
The collaboration between AFP Habitat and BBK Group transformed the affiliate experience, positioning the company as a benchmark within the pension industry.
Through a strategy grounded in behavioral insights, process optimization, and digital transformation, AFP Habitat successfully improved satisfaction and loyalty in a context of uncertainty.
BBK Group, Chile’s leading brand and business transformation consultancy, once again demonstrated its ability to deliver end-to-end solutions—from strategy to execution—ensuring client success in highly competitive markets.
