CHALLENGE

Insurance products are much the same in the eyes of consumers. However, NRMA offered a premium product for a premium price. With many buying purely on the lowest cost, we knew we needed to work harder at all stages of the funnel to acquire, onboard and retain.

SOLUTION:

We combined data driven approaches with customer empathy - recognising and rewarding customers to drive loyalty.

We started with a data driven lead capture program to know when customers home, motor and boat products were up for renewal, follow by a structured lead conversion program to contact them just before renewal.

We developed new welcome program that validated the choice new customers had made, and demonstrated the differences in cover, service and experience that NRMA Insurance offered.

To deepen relationships, we run multiple cross sell campaigns aligned to NRMA’s multi policy discounts.

Finally, to create genuine loyalty we provided customers with useful tools (valuables apps), proactive rewards (phone holders) and recognition (e.g. birthday).

RESULTS:

• Industry leading customer tenure

• Increase cross sell rates by 24%

• Lead capture of renewal dates increase 46%

Comms Strategy | Creative development | Email & DM | Data