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DataIQ Awards 2021 winner – Transformation with data (Data Enablers): RAC and CACI

DataIQ Awards 2021 winner - Transformation with data (Data Enablers): RAC and CACI

In 2020, RAC decided that after 124 years of voice-only communications it needed to bring its customer experience into the digital age. Under its traditional model, call centre support and manual processing were both proving to be a huge drain on resources. The lack of a single customer view (SCV) hampered personal communications and made for a fragmented customer service. 

To revolutionise its tired model, business consultancy CACI was brought on board to implement a top-to-bottom digital transformation. By pivoting towards a data-driven approach, RAC has brought its communications into the digital age. Automation has now been applied to 72% of campaigns, with formerly tied-up to resources now free to be redirected to drive innovation elsewhere. 

As with any digital transformation, the first port-of-call was to establish robust data foundations. CACI and RAC implemented an innovative architecture of tools, including an SCV hosted in cloud computing software Snowflake. Server-less technologies have enabled data to be uploaded and processed into the SCV at real time and at scale. Meanwhile, CACI’s proprietary identity management solution has revolutionised RAC’s ability to recognise customers across different data sources. 

This holistic customer view has empowered RAC to become more proactive in its communications by distributing relevant, targeted marketing to individuals based on their unique customer experience. The breakdown experience has also been utterly transformed, with real-time operational SMS communications dispatched to customers waiting for roadside assistance. These changes have already resulted in a two-point Net Promoter Score improvement.

Enfranchising RAC staff to use data effectively has been key to the success of the transformation. The Adobe Experience Cloud has democratised data-driven working processes, empowering the workforce to leverage data when resolving queries that were previously considered too complex to even attempt. CACI implemented training upon handover, ensuring the RAC team was equipped to drive the transformation forward.

By freeing up resources and developing a more imaginative approach to data and technology, RAC has increased its capacity to expand into exciting new areas. These include hitherto untapped revenue streams such as the service, maintenance and repair market.

DataIQ Awards 2021
Year: 2021
Category: Transformation with Data

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