Asutralia’s premier insurance company, NRMA uses ‘voice of customer’ to drive improvements and decision-making.
Roadside assistance provider the NRMA has started a customer experience transformation programme aimed at improving its digital and product offerings by harnessing customer sentiment and feedback.
General Manager for customer strategy and experience Tina Morrell said that investing in and establishing a ‘voice of customer’ platform had been “critical” to driving the experience transformation.
“Our ‘voice of customer’ platform really has transformed our business. It was actually key to ensuring that our whole organisation could be customer-led and insight-driven in our decision-making,” Morrell said.
The ‘voice of customer’ program – and platform – enables the NRMA to collect and act on customer feedback in order to develop improved experiences.
“We can [use it to] identify emerging things sooner rather than later,” Morrell said.
She added that the NRMA’s digital investment in tools and capability to date “has been significant.”
Part of the success so far due to the software ability to make data accessible to all parts of the company.
“The most important thing that this platform has done is ‘democratise’ the data at all levels, so we’ve got dashboards, access to customer feedback and the verbatim [feedback] right from the frontline,” Morrell said.
“That’s probably been the most critical success factor, is that we’ve got frontline teams using and embracing this to help understand how they are going within the customer experience touchpoints in the journey.”
Nimble, agile and flexible
The ‘voice of customer’ platform enables the NRMA to view customer statistics. It then uses text analytics tools to identify and pinpoint the main drivers behind customer satisfaction scores, letting Morrell’s team to make changes.
Cross-functional teams, comprising six to eight people, work on sprints to solve problems identified across a variety of segments in the business.
The focus is on digital experience, membership renewals and regular communication to customer pain points are being addressed.
“It’s a really great way for us to become far more adaptive, responsive and agile in responding to those areas of opportunities to improve on in those critical customer journeys,” Morrell said.
“It’s actually identified some longer term solutions that where we might need a heavier CapEx to invest to improve. That’s actually guiding our roadmap for next year.”
Morrell said that the NRMA recontacted members that had pointed out experience issues. Short comings and showed them how the issues had been addressed.
“One of the biggest wins that I would say throughout this process has been what we call ‘closing the loop’,” she said.
Innovative solutions and improving human and computer interfaces are critical to improve customer experiences and besides Australia, other Commonwealth Nations could try out such systems to improve the industry.
