NRMA Motoring & Services

The Client

NRMA Motoring & Services provides roadside assistance, vehicle inspections, batteries, touring advice and a host of membership benefits for almost 2 million members.

The Challenge

For NRMA Motoring & Services to be recognised as an outstanding service organisation to its Members it must consistently:

• Know its Members as individuals,
• Value the depth of a Member’s relationship with the NRMA, and
• Anticipate and be responsive to Member needs

NRMA Motoring & Services required a program to address gaps in process, cultural and system change to enable this vision.

Business Solution

The NRMA commenced the One Member View program to deliver process, cultural & system change, the key objectives of which are to:

• Capture a complete set of information on NRMA Members and on the detail of their interactions with the NRMA across their range of motoring, travel and lifestyle needs,
• Be able to access this information at different points of NRMA service interaction,
• Ensure that NRMA service interactions and communications with Members are tailored, knowledgeable and reflective of the length and depth of their relationship with the NRMA,
• Be ready to respond appropriately and differentially to Member needs for information and assistance

The One Member View approach is not to immediately replace our legacy systems, but to put a layer of new technology above them. This gives the ability to deliver in a relatively short timeframe and mitigates the risks of a “big bang” CRM system approach. This staging will enable delivery of quick wins whilst building capacity for the future.

The NRMA engaged Unique World to provide a team with business process, application development and enterprise integration consulting capabilities to support delivery of the One Member View program

The Benefit 

 

• Improved Member retention by making membership contact relevant to individual members
• Identification of hidden Members by identifying family relationships so that NRMA families receive membership benefits
• Cross selling ability of relevant products & services that are valued by our members
• More sophisticated segmentation of membership base to assist with individualised offers
• Enablement of differentiated service delivery on the basis of members preferences
• Maintained and enhanced service excellence and the Member experience.