RACV has more than two million members and the primary goal of its transformation was to improve their overall experience. In particular, it wanted to equip frontline teams to deliver more personalised support and enable greater ease of engagement through unassisted, digital channels.
“The idea was to give our frontline teams a richer and deeper understanding of our members, including their product holdings and interactions. In turn, they should be able to anticipate member needs and provide a much better experience,” said Idris Shamsi, CIO at RACV.
For RACV to achieve this it had to move away from its legacy systems. Many were near-obsolete and employees had to move between four or five systems just to complete one task. Salesforce Customer 360, on the other hand, offered an integrated platform on which RACV could consolidate a lot of its processes. It also provided an easy path to adoption with free learning available through Trailhead.
“With Trailhead, Salesforce can be self-learned and that’s been key to how quickly we’ve transitioned our workforce away from our legacy systems and onto Salesforce,” said Shamsi.
RACV went live with Salesforce early in the COVID-19 pandemic, providing it with a timely solution to navigate change and support members from anywhere.
Contact centre agents are now using Sales Cloud and Service Cloud, providing a single view of members and helping to orchestrate the delivery of services like roadside assistance and insurance. In addition, whether a member calls up to purchase a new product or enquires about an existing one, they can expect to receive more personalised support. For example, the agent can see right away if the member has initiated a quote online or if they’ve received any recent offers or promotions.
Members can now access support via live-chat as well which is part of RACV’s enhanced digital experience. Experience Cloud underpins new mobile responsive websites which offer authenticated and unauthenticated access to a range of resources, and most notably RACV’s all-new Member Portal that allows RACV’s members to complete end-to-end transactions online including acquiring new products and servicing existing products. Members are now able to login and self-serve using their email address as opposed to their membership number which has resulted in an average of 30,000 more logins per month.
RACV has further increased digital engagement by using Marketing Cloud to personalise communications using segments and behavioural information. These communications include journeys to welcome members and drive renewals and help people get more value from their membership. These journeys have resulted in 15% higher open rates on emails and 4% higher click-through rates.
Baldock shared that while RACV has yet to unlock the full potential of personalisation, it’s already seeing some incredible results with conversion as high as 20% across its core products. The Net Promoter Score (NPS) on its digital channels has also tripled.