Case Study: The AA Goes the Extra Mile for Their Customers
By Forsta
- case study
- Customer Experience (CX) Feedback
- Enterprise CX Management
- NPS (Net Promoter Score)
- Voice of Customer Surveys
- Dashboards
- APIs
The Automobile Association (AA) is a British motoring organisation founded in 1905, providing services including vehicle insurance, breakdown cover, driving lessons and loans to over 12 million members.
While the AA’s existing NPS surveys covered basic customer journey measurement, they left significant gaps in assessing satisfaction across channels and understanding customer behaviours and beliefs. The programme lacked in-depth analysis of customer verbatim from multiple channels, and its reporting and data insights management required substantial improvement.
Working with Forsta, the AA conducted a full review of its existing CX programme, encompassing the customer landscape, NPS survey questionnaires and cross-functional stakeholder input. Using Forsta’s Voice of Customer Surveys, Studio Dashboards, APIs, and implementation and CX consulting services, the AA built a new CX measurement framework covering individual customer KPIs, journey performance and brand perception.
This led to a redesigned questionnaire, new listening posts including an in-life survey, and a full refresh of the reporting system. The redesigned NPS surveys achieved a higher response rate and extended coverage across multiple customer journey touchpoints beyond contact centre interactions.
Forsta’s interactive dashboards gave the insight team real-time visibility to track trends and identify improvement opportunities, while key stakeholders gained live access to metrics across the full customer journey.
