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2020 Customer Awards: AAA Northeast - Keep Calm and Carry On

2020 Customer Awards: AAA Northeast - Keep Calm and Carry On

AAA NE logo.jpg
Company: AAA Northeast

Company background: AAA Northeast is one of the largest and most innovative not-for-profit organizations, providing advocacy on behalf of all motorists, as well as many specialized services for the exclusive benefit of its members such as automotive services, financial services, insurance, and travel. We are comprised of more than 60 locations in a six-state area and provide valuable roadside service to over 5.7 million members. AAA Northeast employees help and serve as a way of life. Through a 100-year plus legacy of service stewardship, our employees make valuable contributions to our workplace and the communities we serve. AAA Northeast proudly serves the following counties in Connecticut: Fairfield, Litchfield and New Haven, in Massachusetts: Barnstable, Berkshire, Bristol, Dukes, Essex, Middlesex, Nantucket, Norfolk, Plymouth, Suffolk, and Worcester, in New Jersey: Essex, Morris, Passaic and Union, in New York: Bronx, Chenango, Delaware, Dutchess, Herkimer, Kings, Nassau, New York, Orange, Otsego, Putnam, Queens, Richmond, Rockland, Schoharie, Suffolk, Sullivan, Ulster, Westchester and parts of Lewis, Madison and Oneida, in New Hampshire: Salem and all of Rhode Island.

Contact: Sierra Barter

Title: Social Media Manager

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Kudos Category: Keep Calm and Carry On

1. How did your team shift your existing strategy to better engage customers during a crisis?
When the COVID-19 pandemic took off in mid-March, the social team fully utilized our social media channels, reaching 100k+ users. While dealing with the rapidly changing world and working remotely, we quickly pivoted our social strategy to provide updates on branches and roadside availability.

2. What operational processes did you create or change to respond in a time of crisis?
As first responders, we pivoted our strategy to ensure that members were being helped and served--- we had round the clock coverage and supported our Travel team to ensure that our members abroad were able to get home safely during the middle of the pandemic and travel restriction announcements.

3. What success metrics did you use to determine if your shifts in strategy and process had the desired outcomes? What were those quantifiable outcomes?
Care response: we averaged a 1.5 hour response time, providing exceptional customer service during this period of uncertainty.
Post engagement: we maintained an outstanding 5.48% engagement rate.
Video views: During this time, we launched our first TV spot, Keep Life Moving.

<Supporting visuals: Please include any supporting visuals/graphics into your above answers. Insert them into your text copy, so we’re clear on desired positioning of the graphics. We will accept videos for this entry. All videos must be submitted as publicly viewable links on YouTube or Vimeo.>


It was an honor to see firsthand the effort that the AAA Northeast social team put in when the COVID-19 pandemic started to spread. They were there for members every step of the way, not as employees, but as awesome human beings. Great job!!

This campaign was amazing!  AAA Northeast is creative and a great resource for the AAA Association.