NRMA Insurance has appointed Accenture Song, leveraging the consultancy's capabilities across marketing, customer experience, digital, design, and communication to reimagine its end-to-end customer experience.

Accenture Song's teams of global and local talent will support NRMA Insurance in this transformation in a cross-discipline model oriented around making insurance easier to understand and engage with, enhancing the claims experience, and educating Australians on their risks.

The appointment comes a year after IAG-owned NRMA Insurance reshaped and integrated several functions into a new Customer Experience and Marketing team led by chief marketing and customer officer, Michelle Klein, along with a Digital Business team led by Nandor Locher.

"Since I stepped into this role three years ago, our customers and our business have faced challenges from the effects of severe weather and more broadly with societal changes driven by technology and evolving customer expectations. As we enter our 100th year, now is the time for us to reflect and reshape our business for the future, knowing our customers will need our help more than ever before," NRMA Insurance CEO, Julie Batch, said.

"We set out to create a model that draws on our people, experience, and direct learnings from our customers, combined with new technology, to deeply connect with and support our customers with world-class experiences at every touchpoint."

Klein described the partnership with Accenture Song as the next step in delivering an end-to-end customer model leveraging best-in-class creative, communication and technology.

"At the heart of this approach is a focus on meeting our customers where they are and ensuring that every interaction is a helpful and seamless one," she said.

The new approach aligns with NRMA Insurance's broadcast partnership with Nine for the Paris 2024 Olympic and Paralympic Games. Initiative Media will continue as NRMA Insurance’s media buying and planning agency partner.

Accenture Song CEO, David Droga, said its ambition was for the relationship to set a model for the broader customer-oriented work the agency giant is striving to do globally.

"Since its infancy, NRMA Insurance has centred its entire business around helping its customers. We are thrilled to bring the full global power of the Accenture Song proposition to help it create a future-facing, tech-powered and personalised customer experience. We want the relationship to be a lighthouse for the type of work that Song does around the world," he said.

Accenture Song Australia & New Zealand CEO Mark Green, also shared his enthusiasm.

"NRMA Insurance is a brand that is close to our heart. We knew no existing model could deliver this, so we created something unique. Julie and her team have a clear vision and we are thrilled to partner with NRMA Insurance to help its customers now and into the future," he said.