The AA wanted to use its website and email communications more effectively as sales channels. its existing site was not social media friendly. It was unable to ‘catch’ potential customers who abandoned the registration form.

To solve this, the AA commissioned Ogilvy Interactive and Ensight to improve the AA’s online membership registration process. A reworked sign-up process now enhances the user experience and lost leads can be captured. These conversion opportunities are fed through to the AA’s call centre for telephonic follow-up. A wider range of membership payment options and upgrades was also introduced. Streamlining the payment process and increasing choice removed barriers for customers and made purchasing easier. Automating this process has reduced the AA’s administration.

Initial integration with social media has been very straightforward and effective, again using the Ensight eCRM Suite. The AA’s Facebook page has numerous links to its website and a dedicated 'Join' tab that links to the sign-up form with a predefined discount. The AA can now segment users who come from its Facebook page and offer them relevant 'social media friendly' benefits and offers on the AA’s website.

“With Ensight’s eCRM Suite, the AA marketing team has more autonomy and control over our website and electronic communications. We can now do things like test concepts and run our own campaigns – fast and efficiently,” says the AA’s Divisional Manager: Strategic Marketing & Product, Evan Lockhart-Barker.

“We’re expecting the online renewals to rise further once our new renewal system is in place. Once this is done, we will roll out a renewal reminder email campaign, replacing our current snail mail membership reminders.” This will alert AA members that their membership is up for renewal and make it quick and easy for them to take action online, rather than having to contact the call centre.

Ensight’s Chief Marketing Geek, John Ginsberg said: “We are thrilled that the solution and its delivery have achieved the AA’s goals. This is, however, only part of a larger project to get the AA’s online presence to where it should be, and both companies are looking forward to working together to achieve this.”