AAA Washington provides fast, always-on support with Agentforce.

AAA Washington serves the Pacific Northwest, offering insurance, travel planning, and 24/7 roadside assistance to help its 1.2 million members travel confidently and stay safe on the road.

AAA Washington is exploring new ways to enhance member support, offering faster, more personalized service to retain and grow membership.

AAA Washington has been a trusted partner to Pacific Northwest members since 1904. That reputation has helped grow their footprint to 1.2 million members across Washington and Idaho. Today, they respond to nearly 1.5 million roadside assistance requests a year and offer insurance, travel services, and membership benefits. Their mission is to help their members travel confidently through life.

AAA Washington is embracing a digital-first approach to better serve their growing member base, starting with roadside assistance. During high-demand situations, such as widespread weather events, the volume of calls can stretch representatives thin. They need to manually gather information from multiple systems, switch between platforms to dispatch help, and update members through separate channels. This fragmented process slows response times and leaves members uncertain about when help will arrive, impacting one of AAA’s key business performance indicators, “Keep Me Informed (KMI).” For example, members waiting for a tow often call for updates because they have no other way to track progress. 

Beyond roadside assistance, AAA Washington also seeks to improve efficiency and capitalize on opportunities for personalization. With an increasing member base, expanding their contact center team isn’t a sustainable or cost-effective solution. By embracing a digital solution, AAA Washington can simplify processes, ensuring members receive seamless, 1:1 support at all hours — no matter how high demand gets.

“With this digital transformation, we have a major focus on helpful tech with a human touch, which is where we lean on Agentforce,” said Jim Ryan, CIO, AAA Washington. “We want to be a digital-first organization that always has a qualified live service rep just an interaction away.” 

To support their digital transformation, AAA Washington also recognized a need to unify member data across travel, insurance, roadside assistance, and membership. Critical customer data‌ — ‌such as membership status, upcoming renewals, and vehicle history‌ — ‌is siloed, preventing representatives from offering timely, personalized services when interacting with customers. Gaining a holistic, 360-degree view of members will help the organization suggest the right service at the right time and capitalize on opportunities to cross-sell or upsell, such as offering roadside assistance customers discounts on a new battery.

Agentforce will autonomously dispatch help and deliver live updates to stranded travelers.

Members often rely on AAA Washington in moments of stress and uncertainty‌ — such as ‌when a flat tire or stalled engine leaves them stranded and vulnerable. By integrating Agentforce with Salesforce Field Service, AAA Washington will not only speed up response times but also provide real-time updates that offer reassurance when members need it most, and when every second counts.

When a member requests assistance, they’ll interact with Agentforce, which uses natural language to understand the member’s needs. Salesforce Field Service captures real-time data about the nearest tow trucks — including their exact location, skills, and availability. Agentforce can then use that data to schedule and dispatch the closest truck. Members will receive SMS updates from Agentforce such as, “Your tow truck is five minutes away,” along with the ability to track their truck’s progress using Field Service’s Appointment Assistant feature. This transparency will ease anxiety, providing members with clear visibility into when help will arrive. It'll also eliminate the need to wait for a member service representative, and drive AAA’s “Keep Me Informed” performance indicator higher.  

From the point of view of the roadside technician, Agentforce provides them with all the data they need to quickly serve the member, such as the kind of vehicle trouble, the location and type of vehicle, and how many tows the member has remaining under their membership terms. Technicians won’t have to click through different applications to understand what’s needed, ensuring member safety and technician efficiency. 

With Agentforce as a digital labor platform to autonomously handle tow truck dispatching and member updates, human representatives can step in when urgent, high-priority situations arise‌ — ‌like when a member calls in after their car breaks down on the highway and needs immediate safety information or assistance. That means AAA Washington can better support members at scale while managing contact center costs with humans and AI agents working together.

Agentforce will capitalize on relevant cross-sell and upsell opportunities to help increase retention rates by 5%.

Member engagement and retention is critical to AAA Washington’s revenue goals. Research from the Canadian AAA Club shows that members with 10 or more interactions per year are 5% more likely to renew. Agentforce, leveraging the full power of the Salesforce Platform, will help AAA Washington connect with members at the right time‌ to offer relevant deals and increase the likelihood of renewals. Here’s how: 

First, MuleSoft will connect AAA Washington’s existing applications to make this vision a reality. It will then feed data from those applications‌ — ‌from structured data such as roadside assistance records to unstructured data, such as an older membership PDF form‌ — ‌into Data Cloud, which will unify that data and remove any duplicate customer records. When a customer contacts AAA Washington for assistance or information, Agentforce can then query that data instantly and deliver personalized recommendations and updates that align with their needs, 24/7. 

For example, if a member reports a tree falling on their car, Agentforce can access their service history and insurance details to provide instant updates, such as the claim status or repair time. It can also identify opportunities to cross-sell or upsell products, like offering a discount on auto repairs or adding a teen driver to their car insurance policy. By anticipating and addressing member needs at the right moment, Agentforce can enhance a member’s overall experience, increasing the likelihood of a sale and improving retention.

Agentforce will help AAA Washington unlock new opportunities in both travel and insurance. By leveraging unified customer profiles, Agentforce is well-positioned to provide instant, personalized recommendations based on each member’s preferences. In the insurance space, it will serve as the first point of contact for members, offering quick answers to a range of inquiries.

“It's a greenfield opportunity to look at Agentforce as a potential differentiator for how we deliver a digital first insurance experience,” said Ryan.

With Agentforce’s digital labor force on hand to augment human representatives’ expertise, AAA Washington is well on the road to proving that helpful tech with a human touch is the key to loyalty, retention, and growth.

AAA Washington turned to Salesforce to enhance their ability to serve members through a digital labor platform that blends high-tech solutions with a human touch. As Ryan puts it, 'With our people at the heart of everything we do, Agentforce gives us the tools to connect with and engage our members through personalized digital touchpoints that enhance the overall experience, all while supporting our vision of "helpful tech, human touch."

Salesforce unifies customer data, while Agentforce puts that data to work—dispatching roadside assistance, providing travel recommendations, and handling insurance inquiries. MuleSoft integrates applications across the organization, and Data Cloud consolidates member data from various silos to give AAA Washington a complete, 360-degree view of each member. This enables faster, more personalized service and allows representatives to focus on more valuable interactions, such as uncovering cross-sell and upsell opportunities, like relevant travel offers or additional insurance options.

With the seamless integration of digital and human workforces, AAA Washington can scale operations, improve member satisfaction, and meet the needs of a growing customer base—all while helping members travel confidently through life.