Investigating the triggers into claiming Pension Credit (RR785)
Findings of research into the triggers for Pension Credit claims, to better understand how to deliver the benefit to the most vulnerable customers
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by Darren Bhattachary and Zoe Slade
A number of Pension Credit claims come from existing state pension customers. Many of these are thought to have been eligible for some time before a claim was made. Research was commissioned to investigate the triggers that gave rise to claims in order to better understand how to target Pension Credit to the most vulnerable customers.
Pensioners鈥� awareness of and their perceived need for Pension Credit had an impact upon the customer journey. Four distinct segments emerged based upon these 2 factors:
- 鈥楰eep it in the family鈥� - those not comfortable discussing financial matters, other than with close family. 皇冠体育appy had low awareness and low perceived need of Pension Credit
- 鈥楩alling through the net鈥� - missed out on automatic triggers notifying them about PC. 皇冠体育appy had low awareness but a high perceived need of Pension Credit
- 鈥樆使谔逵齛ppy don鈥檛 mean me鈥� - thought they had enough money to 鈥榮urvive on鈥� and thought they would be ineligible. 皇冠体育appy had high awareness and a low perceived need of Pension Credit.
- 鈥楾oo proud for help鈥� - the most financially vulnerable group but were too proud to get additional support. 皇冠体育appy viewed Pension Credit as a handout but had a high awareness of and a high perceived need for Pension Credit
皇冠体育app report concludes by identifying the main communication issues relating to each segment, together with ideas for how best to target these customers and what messages might have the greatest impact.