Project Overview
The "NRMA Roadside Assistance Smartphone App" is a complete mobile self-service extension for NRMA’s Roadside Assistance services - allowing registered customers to book a request from the palm of their hand, at a time and place convenient to them.
The app was released simultaneously across the iOS, Android, Windows 7 and mobile web platforms using bespoke hybrid mobile tech to ensure broad compatibility between all major device platforms.
Project Commissioner
Project Creator
Team
Richard Salter/Creative Director
Project Brief
Mobile is now a major part of NRMA’s digital strategy. After the success of the NRMA mobile site, the decision was made to extend its mobile services via a custom-made app.
The NRMA Roadside Assistance Smartphone Multi-platform App provides NRMA members with all the services they need on the go and gives them the assistance they need faster and more efficiently.
The app also provides extensive offers to its members and makes use of the smartphone’s GPS feature to tailor offers to the member’s location.
Project Need
Requesting assistance is often a stressful scenario for members. The smartphone helps to make the process simpler and decrease mistakes and miscommunication during the request process, as well as providing a less painful alternative to waiting on hold over the phone.
The app makes extensive use of GPS functionality. Even if members don’t know their location, the location is sent using the smartphone's GPS so NRMA’s roadside assistance vehicles can locate them.
Considering most members aren’t exactly sure where their vehicle has broken down, this was a welcome feature and represents a clear advantage over the traditional methods of requesting assistance.
The app has been extremely successful in migrating members to requesting assistance via the app instead of calling the traditional customer service line.
User Experience
The app aims to simplify the steps for a member to ask for roadside assistance. Motorist’s membership details can be saved within the app to speed up the validation process. Multiple car details can even be stored in the app so that the vehicle requiring assistance can be selected with one tap.
Pre-populated options of the most common situations motorists experience such as locking keys in the car, vehicle won’t start, etc are provided during the process to speed up the request process and save members having to type explanations of the problem.
Once the request is complete, users receive a summary of the request and are informed that an NRMA service vehicle will assist them shortly.
Project Marketing
The most important part of the marketing strategy was to communicate the launch of the NRMA Roadside Assistance Smartphone App to the existing members. A landing page within MyNRMA website was created and the launch was communicated via Social Media Channels and Email to the member database.
Best Audience Migration to Mobile Technology
This category recognises migration of an audience from a traditional media to a mobile platform.
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