<Company Logo here>
Company: American Automobile Association
Company background: Established in 1902 by nine motor clubs with fewer than 1,500 members, today AAA provides more than 63 million members with automotive, travel, insurance and financial services through its federation of 32 motor clubs and more than 1,000 branch offices across North America. For more than 115 years, AAA has been a leader and advocate for safe mobility.
Contact: Veronica Anjelica Duarte McCants
Title: Social Media Senior Partner
Related URLs: https://newsroom.aaa.com/
Kudos Category: Holistic Customer and Digital Engagement
1. Tell us about your integration or unification strategy for connecting multiple CX teams and/or tools with the Khoros solutions.
AAA uses the Khoros Social Media Management platform across our federation. Our organization has a unique structure made up of clubs that are located across the United States and Canada. Our association also has multiple business lines for member services including roadside assistance, foundation for safety and research, financial services, travel, automotive, insurance, and more. Due to this, it is vital that our federation has one Saas platform that all clubs and business lines have access to. AAA uses Khoros Marketing for publishing social media content, sharing content across clubs/business lines, analytics, and paid ad management.
AAA uses Care, Marketing, and Talkwalker. Unified Access allows different social media managers and team members to access each piece of the platform from one log in. This is important to unifying the teams under one SMM tool.
Sharing content: AAA has many clubs and business lines that need to stay separate for security and governance reasons. Having separate initiatives and account sets allow over 30 clubs to access both Khoros securely and without impacting each other. However, content needs to be shared between clubs and business lines. The Khoros Marketing content center allows the secure exchange of content and high level collaboration that AAA requires to build a more cohesive experience on social.
Khoros Care is used for member relations moderation. It helps us triage member relations issues to the correct clubs and get members solutions faster. The National Member Relations team often gets incoming conversations directed toward specific clubs or business units. They need a secure and efficient way to share those conversations with the appropriate team members for response. Khoros Care allows for this.
2. What specific impact has having a more holistic solution had on your customer and employee experiences? What were the benefits?
Having a more holistic solution through Khoros has been extremely helpful for AAA. With our X increase in care resolutions, we are able to uphold one of our fundamental beliefs: our commitment to responding to all AAA members that have concerns with a solution. This means that no AAA member gets left behind, which is immensely important to us as an organization.
AAA is made up of 30+ clubs and business lines in addition to the AAA National Team. Our approach with Khoros helps with clubs who are stretched across states and regions in scheduling content along with social media managers setting up approval paths to ensure all content is reviewed before being published. We can also talk about our content center. Maybe a metric around content that is used across different initiatives. Khoros’ approach and dedication to all of AAA’s different clubs is extremely unique. Because of our 30+ clubs and business lines, each club has different goals, and Khoros as a partner is able to tailor their approach based on on these goals.
3. What specific business outcomes and successes have resulted from the improved customer and employee experiences you have seen using Khoros? Please include quantifiable metrics where possible.
Khoros Care allows AAA to handle and engage with more conversations and provide more resolutions to their consumers. The care team was able to handle 15% more conversations in Care, while decreasing average response handle time by 10.2%. In addition, they engaged 28% of these handled conversations - a best-in-class engagement rate for our industry.
The marketing team Created $11.2M in Earned Media Value in 2022 and increased Millennial followers by 24% from 2022 to 2023. Khoros allows AAA teams to boost engagement with consumers by providing analytics and reporting to help sharpen our marketing strategies. This helps AAA National provide engaging content for clubs by understanding what resonates most with our audience.
The unified platform through Khoros allows for content collaboration and proper routing of conversations. For example, consumers often tag the wrong club and that club needs to route the conversation to the right team at AAA for response.
In addition, the CSM, CAE, and BVC teams at Khoros provide AAA with Industry trends, competitive analyses, product updates, and benchmarking, providing best practices and recommendations to help sharpen marketing strategies.
Finally, our CSM-led monthly syncs allow clubs to share input with each other on how to use Khoros to achieve their goals.
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Special Thanks: Jordan Cribb
Case Study Opt-In: Yes
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