Norges Automobilforbund

The Challenge – Engaging a Diverse Membership

Norges Automobilforbund (NAF) is Norway’s largest membership organization, offering services and support related to vehicles and road safety. With a diverse membership base, NAF faced the challenge of delivering relevant and engaging communication that resonated with all members. They needed deeper insights into what drives engagement, where pain points exist, and how to reduce churn by creating more meaningful and personalized interactions.

"Homerun provides a clear end-customer perspective and actionable customer insights. Through our workshops on meaningful customer communication, we gained both concrete ideas and insights that will shape our member communication strategy."

— Trine-Lise Olsson, Norges Automobilforbund

The Solution

We used a proven methodology to uncover opportunities for more meaningful and efficient member communication. This included:

• Understanding what younger members expect and need to stay engaged.
• Testing the member experience through mystery shopping and journey reviews.
• Turning insights into recommendations to keep communication relevant and valuable for all members, regardless of age, location, or mobility.

The Result

A clear action plan to make NAF’s member communication more relevant and engaging. The plan included:

• Specific recommendations to improve communication and reduce churn.
• Insights on younger members, including key moments in their journey, what motivated them to join, their preferred channels, and the topics that interest them most.
• An action plan for improvements, using data and actionable feedback to continuously optimize member journeys