Royal Automotive Association aims at member experience with new app

South Australia's largest automobile club, the Royal Automotive Association (RAA), has launched 'myRAA', a new mobile app that extends its More for Members program and aims to boost customer experience and member loyalty.

The iOS and Android friendly app is set to offer a more natural user experience compared to a traditional Web app. Acting as a digital membership hub, it removes the need to carry a physical membership card while offering users the ability to personalise their experience. For instance, they can update personal details, control what notifications to receive, and access the most important information first.

On top of this, members can leverage any benefits and competitions on the go. In an effort to attract new member engagement, non-members can also view these special offers without having to sign in.

Software company and RAA partner, Enabled, had early input into the direction and functionality of the app, which helped steer the project forward. The key was not simply transferring existing content from RAA’s Web portal to a mobile device, its CEO, Grant Hull, said.

“Enabled made the development of our myRAA mobile application seamless," RAA senior brand and membership marketing manager, Kimberley Bolton, said. "The quality of work and youthful look and feel was exactly what we needed to appeal to our target market. Through our partnership with Enabled, we launched a successful app which has surpassed our expectations and we look forward to working more with them in the future.”

Consumers appreciate the fact that companies value their time," Hull said.

"That’s why we put serious thought into every interaction within the app. Even if it’s just a few milliseconds saved, it will all add up," he added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu