Consumers want simpler, clearer information from providers when accessing their pensions under the new freedoms, a report has concluded.

A research paper from the CII identified that customers wanted to see greater empathy, clarity and consistency.

The report entitled ‘What consumers want: Pension freedoms and a ‘new normal’ in retirement’ showed that they required a more personalised approach when discussing their pensions options.

The research, carried out at the end of last year, highlighted what challenges need to be addressed if the sector is to establish consumer trust and confidence.

Jane Craig, research partner at NMG Consulting, which conducted the research, said: “Our findings point strongly to the consumer need for earlier engagement in the process, to help them successfully navigate the new freedoms. Despite industry efforts, communications need to be further simplified.

“It must articulate succinctly what consumers really need to know to move forward on their pensions journey. More frequent, higher level and targeted communications from providers is preferred to a heavyweight ‘wake-up’ pack that may land at the wrong time.”

Laurence Baxter, head of policy and research at the CII, said there were significant new demands for staff working for pension providers, which in-turn mean more complex training requirements.

He said: “For example, the very act of initially reaching out to a customer at the right time and in the correct manner to satisfy their initial fact-finding stage demands requires a particular and unique set of skills."

The CII made these recommendations to improve customer satisfaction:

• Tailor the content and timing of their communications to better reflect where consumers actually are in the three stages of decision making
• Go to greater lengths to develop their understanding of the individuals circumstances and preferences
• Ensure they offer the right information and guidance
• Pick up the threads of a conversation correctly and confidently when a consumer asks for more help