NRMA: Getting smarter about the voice of customer

NRMA revitalises its member experience management and sees NPS soar after investing in a new voice of customer platform

For a company that receives over 200,000 customer responses each year, implementing a voice of customer (VoC) platform can seem more than a little daunting. Add in some 25 different trackers (most companies have two), and the program can become downright unmanageable.

NRMA is the biggest member group in Australia, comprising not just roadside assistance but also motor servicing, Thrifty car rentals and a driving school across Australia and New Zealand. It has more than 2.6 million members, answers 1.6 million calls for roadside assistance, and engages with 4.9 million Australians annually. With 2600 employees on top, that’s a lot of voices.

While NRMA was running an existing VoC program already, two years ago the company decided it required something smarter to better track the needs of customers and improve satisfaction where it could.

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