NRMA enhances customer engagement


Friday, 22 September, 2023

NRMA enhances customer engagement

NRMA, Australia’s largest member-owned organisation, has selected Informatica’s AI-powered data management cloud platform to enhance customer engagement across multiple lines of business such as roadside assistance, travel, tourism and lifestyle services.

With 2.77 million members, the NRMA had more than 3000 data sets and over a decade-old on-premises technology architecture that was hindering the organisation’s business growth. Since implementing Informatica’s Intelligent Data Management Cloud (IDMC) to support the NRMA’s single data strategy and single data platform for data management, user productivity has already increased tenfold and data ingestion and data transformation load times have reduced by 60%, achieving faster processing and analysis of data for quicker insights and decision-making.

With a modern data management platform featuring self-service functions, data siloes are removed and data is democratised across the organisation for key IT and business users including data engineers, system integration architects and the marketing team. Users can access and deliver high-quality, reliable data in minutes instead of days to support marketing campaign launches and generate trusted data for seamless customer engagements, which enhances the customer experience.

“Focusing on customer experience and product innovation is paramount in this highly competitive market,” said Vamsi Krishna Dhalli, Senior Data Manager, Technology at NRMA.

“Our data across business units used to be siloed and fragmented, but now with Informatica’s IDMC we are better connected with our data to better serve our customers with personalised value. Adopting a low-code/no-code approach in our integration environment enabled us to scale, innovate and remain agile to meet market demand, while automation has helped free up our IT resources for higher-value tasks.”

Image credit: iStock.com/andresr

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