The Automobile Association(UK) Case Study

Call Center Services, Call Center Outsourcing, Answering Services, BPO Outsourcing and Customer Relationship Management (CRM)

Call Center Services, BPO Outsourcing, CRM, Call Center Outsourcing, Answering Services, Customer Relationship Management

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The Automobile Association (UK)
‘UK’s Top Ranked Roadside assistance Provider’ – Our Partner since 2002

Introduction

‘The Automobile Association’, is
one of the most trusted brands in the UK set up a hundred years ago.

‘The Automobile Association ‘(The AA)’ provides wide range of services including automobile breakdown cover (BDC), car insurance services, home and travel insurance and other financial services to over 15 million members.

Till 2004, ‘The AA’ was a part of Centrica plc, a large UK group, with a turnover of £ 14.3 billion. In Oct. 2004, ‘The AA’ left the group, being acquired for £1.75 billion (US$ 3.32 billion) by leading European private equity firms, CVC and Permira.

‘The Automobile Association’ was named as the UK's top ranked roadside assistance provider by JD Power, three times in last four years.

AA’s Requirement

- An experienced partner to help AA economize on their marketing expenses through outsourcing their tele marketing processes.

Our Solution

IVG provides international call centre services to support ‘The AA’ in management of their BDC sales and other service activities across UK.

Current campaigns include:

»	Cold calling for selling "Breakdown Cover"
»	Calling on existing member database for renewal of their current BDC
»	Support Services for BDC sales
	– Calling on leads generated by AA patrolmen followed by text message feedback
	– Internet Call backs
	– Calling on leads generated by AA ‘Nationwide campaigns’ & Motor insurance teams
»	Leads generation for Motor / home insurance
»	Welcome calls; policy renewal date confirmation

Some other past campaigns include:
»	Up-Selling Parts and Labor cover
»	Annual MOT (mandatory road worthiness test) bookings at AA service centers.
»	Car tire sales to customers of ‘AA Tire fit’- AA’s mobile tire replacement service
All processes are UK DPA compliant IVG services have been appreciated by AA
	Achieved targets within 2 weeks of launch; Exceeded SLA’s (Achieved 15% conversion rate against average conversion rate of 10%)

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