How RAC WA used AI to unearth member data insights

Western Australian roadside assistance organisation brings marketing and artificial intelligence to member engagement

Digital transformation projects are normally pursued for their ability to improve engagement between an organisation and its customers. But there is much to be said for their ability to boost staff engagement levels too.

For 113-year-old Perth-based roadside assistance organisation, RAC WA, its digital alignment program is doing both – approving the agility with which it can respond to member requirements, while enabling its digital and data teams to gain greater recognition within the organisation.

In 2017, RAC WA had completed a three-year journey to migrate its core presence on to Sitecore hosted on Azure. According to RAC WA senior digital UX manager Richard Quance, it was time to look for ways to demonstrate the agility that new platform unlocked.

Quance said initial interest focused on the machine learning capabilities within Azure and how these could be linked with Sitecore.

“The data team and the digital team got together to work out what could be a simple proof-of-concept using AI capability that would change that mindset within those teams that we could deliver change quickly and effectively,” he told CMO.

The two teams began working with implementation partner, Ignia, to determine how AI could be used to unearth new insights from member data.

“What we created was a next-best-product recommendation engine that we put at the end of the roadside assistance renewal sale process,” Quance said. “When you have completed your purchase the AI engine shows product recommendations based on what we know about that member using some key data points.”

The result has been a significant increase in member dwell time and engagement, and an increase in sales. The entire project took just eight weeks.

“It proved we could deliver things quickly and efficiently in an agile manner,” Quance said. “And it created a sense of achievement and empowerment within the digital and the data teams themselves in terms of delivering value.

“Many in-house teams are fairly put upon, and often feel like they are at the end of decisions and not really seen as valuable purveyors of customer and user experience. With the implementation of Sitecore and working as a blended team with our implementation partners, that has created a sense of ownership in the process.”

That project in turn led to a measurable uptick in the engagement level within the team, which now sits at 93 per cent, and has built overall confidence in its capabilities both internally and across the organisation.

“Having gone through that process and gotten the whole business comfortable with a small-scale implementation of AI, it means the next time we do this it will be much easier and much faster,” Quance said. “But the big bonus was that we did achieve significant sales results. And if you make a sales recommendation based on information that you know about a customer, they are much more likely to engage with you on another service or spend more time on the site looking at other stuff.”

The next project is to look at a chatbot, but RAC WA also has another significant implementation taking place in the form of Microsoft Dynamix CRM.

“The vision is the digital channel will hook up with CRM and then hook up with our physical channels, both on the phone and in store, to start driving consistency of experience,” Quance said. “That can allow us to rachet up our ability to excel the way we deal with members on a regular basis.

“So now the team is fully empowered to determine the value they create, and work with the business to demonstrate that.”

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  


Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in