Getting The AA's customers to stay longer and buy more
With over 4 million members, The AA already had a rewards programme in place to create greater engagement but was unsure if it was it for purpose and justified its budget.
The programme offered exclusive events, competitions and on-going third party benefits and discounts.
We worked with the client to define the role of rewards in step changing member engagement and the strategy needed to deliver a unique proposition that got members to stay longer and buy more.
Our key insights?
The client needed a membership scheme not a rewards programme.
One more positive customer experience each year would have a transformational effect on retention
The current proposition was undifferentiated and readily replicable by its competitors.
The process and infrastructure needed to scale the proposition wasn’t in place.
The power of one more – a strategy to deliver more personalised and timely customer experience.
We created a 90 day programme to:
- assimilate and understand the considerable data and research that the client already had
- translate it into the key business challenges and opportunities
- build a strategic solution to meet the challenges and deliver a compelling business case
- specify the data, processes and software needed execute the strategy.
And then we moved to validate the solution with customers and deliver a minimum viable product (MVP) to test response in-market.
How we delivered the project
We created a more meaningful, compelling and mutually beneficial membership programme – taking it from something transactional, mass and undifferentiated to something unique and exclusive.
Most importantly, we transformed the membership programme into something that had a measurable, positive impact on the company’s commercial objectives.