Royal Automobile Association (RAA)

A broad ongoing partnership

Since 1920 they have grown to become a market leader in data communications industrial and home automation.

South Australian iconic brand

The Royal Automotive Association was founded in 1903 and more than half of South Australia’s drivers are its members. As one of the top brands and the largest independent organisation of the state, RAA prides itself in blending tradition and innovation.

They offer many member benefits including Road Service with Patrols responding to over 300,000 call-outs each year. RAA also actively advocates for road safety and motorists’ rights.

In recent years, their portfolio has expanded to Insurance, Security, Travel and Financial services.

Digital strategy formation

Realising the need for partner to help shape their digital transformation strategy, RAA approached Enabled for a proposal. In outlining the overall roadmap and steps for enhanced mobility, Enabled’s proposal stood out from the rest, marking the start of a long-term relationship.

Enabled’s holistic approach means that technology is not the only factor, but also business viability and user needs. Enabled also conducted innovation workshops and user testing sessions to validate these requirements and uncover new insights.

Within the realm of technology, Enabled proposed the digital transformation roadmap that considered effectiveness, scalability, and feasibility rather than what was the latest technology on the market.

With RAA’s best interests at heart, Enabled advised on taking a native app pathway rather than a mobile web strategy. This has resulted in successful deliveries of both internal logistics and external customer-facing innovations.

Throughout the partnership, Enabled has built productive relationships with both RAA’s Marketing and Information Services divisions.

Realising the need for partner to help shape their digital transformation strategy, RAA approached Enabled for a proposal. In outlining the overall roadmap and steps for enhanced mobility, Enabled’s proposal stood out from the rest, marking the start of a long-term relationship.

Enabled’s holistic approach means that technology is not the only factor, but also business viability and user needs. Enabled also conducted innovation workshops and user testing sessions to validate these requirements and uncover new insights.

Within the realm of technology, Enabled proposed the digital transformation roadmap that considered effectiveness, scalability, and feasibility rather than what was the latest technology on the market.

With RAA’s best interests at heart, Enabled advised on taking a native app pathway rather than a mobile web strategy. This has resulted in successful deliveries of both internal logistics and external customer-facing innovations.

Throughout the partnership, Enabled has built productive relationships with both RAA’s Marketing and Information Services divisions.

Modernising core processes to stay relevant

More than workflow improvement

There was a lot at stakes, as RAA services received a 93% quality satisfaction rating from members. This is dependent on the headquarters’ ability to dispatch and monitor road service vehicles, as well as patrol drivers’ ability to receive and respond to instructions.

The previous mobile communication system was at the end of its useful life, putting their service availability and quality at risk. Moreover, there was an imminent shortage of dispatch touchscreens for their vehicles, which means RAA would need to resort to telephone calls to instruct their drivers. This would be expensive and overtime, crippling to their business.

After conducting a feasibility report, Enabled worked on a solution that would help a smooth rollout while gradually replacing the aging legacy system.

The mobile system worked on both the tablets (attached to road service vehicles) and the drivers’ phones. This is especially useful for RAA’s subcontracted road service drivers in remote areas, and also fits with the Bring Your Own Device movement.

The solution aligned directly with RAA’s core value proposition, ensuring its continuing service reliability, quality, and safety. It also alleviated technological risk and offered a foundation for a full technology upgrade later on.

Speedy point-of-sale

If a customer calls RAA, they expect the problem with their car to be promptly fixed. Thus, any delay in processing their purchase of replacement items such as batteries, would affect brand loyalty.

The upgraded in-van POS / inventory system makes the buying and paying experience hassle-free for end customers while allowing smooth processing back at RAA’s office.

Along with the road service dispatch system above, this solution has been used in other states as well (Northern Territory and Tasmania).

Winning user engagement and affinity

In responding to the mobile evolution, and the need to expand customers’ perception of the brand, RAA explored the option of developing their first customer-facing mobile solution.

Enabled brought our expertise in user experience design to deliver a platform for brand promotions and communications. The result was the highest user uptake and engagement out of all RAA’s customer-facing initiatives.