Home Resource Library Case study The AA goes the extra mile for their customers

The AA goes the extra mile for their customers

Tools used

  • Voice of Customer Surveys
  • Forsta Studio Dashboards
  • Forsta APIs
  • Forsta Services – Implementation & CX consulting

The Automobile Association (AA) is a British motoring association founded in 1905, and provides vehicle insurance, driving lessons, breakdown cover, loans, motoring advice, road maps and other services. As the largest and one of the oldest motoring associations with over 12M members, the AA still has a few tricks under its hood! And this storied status didn’t stop it from modernizing its customer experience (CX) program and wider customer experience strategy.

The challenge

As a part of its business strategy, the AA’s NPS surveys already covered the ‘basics’ in terms of customer experience across the customer journey

Still, there was a lot of uncovered ground when it came to assessing customer satisfaction across channels and understanding customer behaviours and beliefs.

The AA wanted to elevate the program, to find untapped touchpoints and channels. The AA needed to do in-depth analysis of its customer verbatim from multiple channels, as well as boost its reporting and data insights management. Thanks to clear buy-in from the senior leadership team and Forsta’s technical expertise and solutions, these CX program improvements could move forwards at speed.

“We are light years away from where we were 24 months ago. It was clear from my first conversations that we were with the right partner with Forsta, that there was this amazing capability that we weren’t taking advantage of, and that they had the expertise we needed to partner with us along the journey. As a result of the changes we have made we now have fantastic engagement with customers and stakeholders, NPS is seen as a key metric, it is activity used to track performance and drive change at the AA.”

Darran Taylor
Head of Customer Experience , The AA

Our solution

With Forsta’s help, The AA carried out a full review of its current program.

This included the customer landscape, NPS survey questionnaires and brought each stakeholder to the table. The AA created a new CX measurement framework model, which measures everything, from individual customer KPIs to customer journey performance and brand perception. The framework highlighted the need for an expanded view of the customer journey to include new listening posts (e.g., an in-life survey), a complete questionnaire redesign and a reporting system full refresh to ensure that insights resulted in actions.

The results

Working with Forsta, the AA redesigned all its NPS surveys to be clearer, deeper and cover a wider area, so they are easier for customers to complete and have a much higher response rate. The customer journey feedback also now includes multiple touchpoints. Going beyond contact centre interactions This makes improvement opportunities easier to spot – and act on.

Using Forsta’s cutting-edge online, interactive dashboards, the insight team tracks trends, pinpoints problems and resolves them speedily. Additionally, the dashboards offer real-time, intuitive views that show decision makers the ‘why’ behind customer feedback; and help the AA see the individuals behind the metrics.

Key stakeholders can see key metrics ‘live’ across the entire customer journey – giving them an eagle’s eye view of the customer journey to drive better performance. It’s the full story of each customer experience – the human experience – that delivers holistic, tangible insights. The AA is well on its way to another 100 years of taking care of its customers, at each stage of their journey.

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