Powered by Purpose: interview with Australian Ethical’s Head of Service and Operations

Mei-Ling Cheong-Nepia is Head of Service and Operations at Australian Ethical Investment, a superannuation fund with a difference: while avoiding investments that cause unnecessary harm to society and the environment, Australian Ethical backs only ethical companies that support people, quality and sustainability. Here Mei-Ling takes us behind the scenes from a Customer Experience perspective.  She also serves as a Board Director at SOCAP Australia and has taken home numerous industry awards.

How are the company’s values around ethical investing and social impact reflected in the customer service strategy?

At Australian Ethical Investment, being ethical isn’t just something we do, it’s all we do. And it extends beyond how we invest to everything we do.

Our customer service strategy is built on the same foundational values that guide our investment decisions: integrity, transparency, compassion, and a deep sense of responsibility to people, planet, and animals.

We approach every interaction with empathy and purpose. We encourage our teams to not just resolve issues efficiently, but to build trust and advocate for our members—recognising that they’ve chosen us because of our ethical stance.

We actively listen to the voice of our customers through feedback loops and incorporate their values into continuous service improvement. Whether it’s supporting accessibility, proactively resolving friction points, or communicating clearly about the positive impact of their investments, we aim to ensure that the member experience is aligned with the ethical promise of our brand.

In short, our customer service isn’t just operational—it’s an extension of our purpose.

What is your top new technology project for 2025?

We are in the process of moving all our superannuation customers from various administration platforms to the same administration platform. We migrated one tranche of customers successfully at the end of 2024 and have the second and final tranche planned to migrate later this year.

Once bedded in, our new superannuation platform will provide us with a solid foundation from which to continue to deliver customer experience improvements.

Which KPI is the one that you pay the most attention to and why?

Customer satisfaction (CSAT) is the clearest indicator of whether we’ve delivered on our promise to the customer.

While operational metrics like grade of service, average speed of answer, and abandonment rate are essential for managing capacity and performance, CSAT captures the customer’s perspective. It tells us if we not only met their need but did so in a way that felt respectful, helpful, and human.

A strong CSAT result is often the outcome of everything else working well—people feeling supported, processes running smoothly, and the team being empowered to make good decisions. It’s also where we pick up on emerging friction points and opportunities to improve.

We always look at CSAT in context—alongside verbatim feedback, employee experience, and operational KPIs—because the full picture is what helps us lead and evolve effectively.

How are you managing the challenges of remote working?

Remote and hybrid working is the new norm and as we are a multisite team the flexibility and digital connection are well-embedded. That said, we’re intentional about creating opportunities for in-person time, especially to support connection, collaboration, and learning, which is particularly important for new starters.

We encourage regular office days as a way to build culture, share knowledge organically, and strengthen team relationships. It’s about finding the right rhythm that balances autonomy with engagement.

The key has been staying focused on customer outcomes and team wellbeing, regardless of where people are working. When those are strong, the model tends to take care of itself.

You have won numerous awards. Share your secret sauce!

The secret to any success is being surrounded by great people. I’m deeply invested in creating a culture where the team feels safe to contribute, confident to grow, and aligned to a shared purpose. I believe in setting high standards, but also making sure people feel supported to meet them.

It’s about staying curious and focused on outcomes—always asking “how can we do this better for our people and our customers?”

Of course, none of it is possible without the right team. Individual recognition is only ever a reflection of what’s been achieved together—and I’ve been lucky to lead some incredible people who bring energy, insight, and heart to their work every day.