AA Breakdown Insurance

The AA is one of the dominant brand leaders in the roadside assistance market. Since 2005 the AA has benefited from our customer centric approach through the sales and service of policies for European Breakdown Cover.

“We chose RESPONSE for the benefits they allowed us to deliver to our customers” Senior Product Manager, AA European Breakdown Cover

Our challenge

• Provide contact centre services for inbound calling and outbound calling
• Offer additional call capacity and flexibility in peak times
• Increase customer lifetime value through an enhanced customer experience and cross/up-sell opportunities
• Significantly reduce cost to serve by offering automated options
• Identify growth through new sales channels
• Provide 360° managed systems solution handling

Our solution

• Full outsourced solution to leverage expertise in customer and technology management
• Creation of a variable cost base to provide maximum flexibility
• Consistent analysis to improve weaknesses and identify further reductions in cost to serve
• Identify and aid in the introduction of new customer products
• Introduction of metrics to ensure maximum value and delivery of an exceptional customer experience

Our results included

• 53% increase since 2005 in the sale of the higher valued annual policies
• 200% increase in continuous policy holders that are automatically renewed on an annual basis
• Over 300% increase in e-commerce activity by reducing the need for customers to call
• We dispatched over 1.5million documents to over 400,000 customers

Download the full story - AA Case Study (pdf 166.2 kB)