NRMA Insurance faced growing customer dissatisfaction among long‑tenure customers who felt undervalued by loyalty mechanics.
The challenge
- Research showed that loyalty in insurance is interpreted as tenure and trust, not spend or product count
- Product-count bonuses create dissatisfaction among long‑standing, low‑policy customers
- Existing loyalty constructs unintentionally overlook long‑tenure customers, increasing churn risk and eroding emotional loyalty
The problem to solve
I led discovery to reframe the business problem, align executives on risk‑aware scope, and define a phased, evidence‑led approach that prioritised fairness, visibility, and trust.
Reached agreement on framing the problem, business risks, guardrails, and decisions
Led product feature ideation workshops, journey mapping, and feature prioritisation
Prioritised feature roadmap by impact and downside risk using Kano analysis
Tested assumptions quickly without over‑investment using AI-accelerated design
Key findings
Based on key findings from the ideation and Kano study research, I gave the following advice on the relative value of a range of loyalty experiences, from highest to lowest:
My discounts design uplift
Make the value of loyalty explicit by clearly showing real dollar savings by tenure and policy, especially during policy renewal.Lifetime tier discounts and benefits
Protect long‑tenure customers from losing earned status as life circumstances change, reframing loyalty around trust rather than product count.Loyalty-protected excess
Automatically reduce claims excess for long‑tenure customers, embedding recognition into service and and reducing at vulnerable moments.Relationship dashboard
Provide a clear, persistent view of tenure, benefits, and milestones to reinforce recognition without promotional mechanics.Priority assistance
Long‑tenure customers access specialists, empowered to deliver long-tenure specific service outcomes, translating loyalty into services rather than extra perks.Portfolio health check
Reduce risk of disappointment by accessing a personalised portfolio check anytime to make sure you’re not overpaying and you’re not underinsured, based on your history and policies.Personalised and individual rewards
Remove loyalty “Gold/Silver/Bronze” labels and personalise recognition. This concept was deprioritised, with learnings feeding into more concrete recognition mechanisms.Safer driving monitoring
Gamified driver behaviour monitoring showed mixed responses from long‑tenure customers, with some actively disliking it. It was not a primary lever for managing long‑tenure dissatisfaction.
