RACV delivers an exceptional experience to 2.2 million members.

The Royal Automobile Club of Victoria (RACV) is the largest member organisation in Victoria. Founded in 1903, it provides a range of products and services across motoring and mobility, home, energy, and leisure.

Move away from legacy systems to enhance the member experience.

As a member-based organisation, RACV aims to anticipate members’ needs and provide them with the best possible experience. The desire to enhance and personalise this experience required RACV to move away from legacy systems that limited efficiency and agility. Many of these systems were near-obsolete and employees had to move between four or five systems just to complete one task.

RACV also wanted to increase the ease of engagement through its digital channels, making it easier for members to self-serve.

RACV replaced several legacy platforms with Salesforce in 2020, connecting its processes and data to deliver a more personalised member experience. The transformation has equipped the contact centre team with Sales Cloud and Service Cloud, providing a single view of members and helping to orchestrate the delivery of services like roadside assistance and insurance.

In addition, whether a member calls up to purchase a new product or enquire about an existing one, they can expect to receive more personalised support. For example, the contact centre team can see right away if the member has initiated a quote online or if they’ve received any recent offers or promotions.

“Our frontline teams now have a richer and deeper understanding of our members, including their product holdings and interactions. In turn, they can better anticipate member needs and provide a much better experience,” said Idris Shamsi, CIO at RACV.

RACV is now experimenting with AI to support employees in the flow of work. One experiment has focused on using AI to help the contact centre team access knowledge base articles quickly and increase customer service efficiency. Another has centred on using customer call data to drive automation.

Enhances digital experience and self-service

RACV has transformed its member portal, enabling members to manage their existing products and subscriptions and complete a range of transactions online. The portal now has more than one million registered users and 50% of member interactions with RACV take place digitally.

RACV’s member portal is built on Experience Cloud which has made it easy for it to build out new digital services and capabilities. Members can now log on to the portal and obtain quotes from verified tradespeople as part of the RACV Trades service. They can also sign up to be an RACV Club member and enjoy access to RACV’s leisure clubs.

RACV is now using Experience Cloud to build out its next digital experience allowing members to nominate friends and family to sign up for roadside assistance and become members. The process flows within Experience Cloud make it easy for friends and family to sign up, capturing data to personalise communication.

Increases member engagement and satisfaction

RACV has continued to grow its 1:1 marketing capability, using Marketing Cloud to deliver more multi-channel marketing journeys and experiences. RACV now has 18 always-on journeys, supporting multiple product divisions across onboarding, renewal, acquisition, win back and customer experience outcomes. RACV also utilises Marketing Cloud to send high-reach weekly newsletters, covering multiple products and content pillars.

Baldock shared that while RACV has yet to unlock the full potential of personalisation, it’s already seeing some incredible results with conversion as high as 35% across its core products. The Net Promoter Score (NPS) on its digital channels is averaging +60 NPS and +70 on its contact centre channel. 

Soon, RACV will be able to tailor emails and journeys based on behavioural data collected from its leisure clubs and resorts. This will help RACV keep members informed of the products and services most relevant to their needs and interests, driving further engagement and conversion.

Connects systems fast and increases agility

With MuleSoft and several apps from the AppExchange, RACV has centralised more of its operations on Salesforce and increased agility. The MuleSoft platform now supports 400 integrations connecting a range of satellite systems to the Salesforce ecosystem. These include RACV’s emergency assist distribution system, its insurance underwriting system, its travel management reservation system, and its ERP.

Having these solutions integrated into one platform has contributed to a more stable IT environment and a marked improvement in the performance and stability of RACV’s member-facing services. The API-led connectivity approach has also helped to accelerate the delivery of new features and fixes.

Embracing a more modern DevOps framework, RACV is now delivering around seven releases per quarter as opposed to two releases annually. This gives the business and technology team more capacity to innovate and deliver new initiatives to improve the member experience.

To support the continued stability of member services and seamless delivery of new technologies, RACV has also engaged the support of Signature Success and taken advantage of services such as proactive monitoring and release readiness planning. It has also engaged with Salesforce Success Architects to inform its future roadmap and reduce technical debt.

"Signature Success provides us with people who advocate for us and work across teams to help us get the outcomes we want faster,” said Baldock.

Salesforce unites sales, service, and marketing on a single platform, enabling more connected, personalised member experiences. MuleSoft underpins the RACV’s continued transformation, helping to close data silos and automate end-to-end processes across teams.

• +60 NPS on digital channels and 70 NPS on contact centre channel
• Conversion as high as 35% for core products
• 50% of member interactions now take place digitally
• More than one million users registered for RACV’s member portal
• 18 always-on journeys, supporting multiple product divisions across onboarding, renewal, acquisition, win back and customer experience outcomes
• ~7 releases per quarter as compared to 2x per year previously, increasing pace of innovation