Case study
Activating data for a flagship customer experience project for the RAC
Summary
The RAC provides complete peace of mind to more than 12.7 million UK personal and business members, whatever their driving needs. They’re famous for breakdown assistance, but they also provide motor insurance and a range of other services, including buying a new or used car, vehicle inspections and checks, legal services and traffic and travel information.
Company size
1,000 – 5,000
Industry
Transportation & Logistics
Services used
Products used
ResolvID
Challenge
The RAC had outgrown its relatively basic campaign tool. They needed something more flexible and efficient to transform the existing manual and time-intensive process for campaign delivery. Their on-premise SQL solution was hosted by a third-party agency. Poor access to data constrained the RAC marketing team, which needed to be more self-sufficient in campaign operations.
The RAC’s Data and CRM Strategy Leader, Ian Ruffle, says: “Because the legacy technology wasn’t efficient, it took over 48 hours to refresh the data. If it fell over, as it often did, because we were at the limits of the solution’s capability, it could take up to ten days from a customer being acquired to reflect that in the marketing solution. This was becoming a real problem.”
Solution
The RAC and CACI worked together to implement a suite of tools to transform the RAC’s marketing capabilities and to create the efficiencies and flexibility they needed. The first step was to build a single customer view (SCV) database using Snowflake. The pay-by-consumption processing function made it scalable and cost effective as well as future-proof. This gave the RAC direct access and control of their own data, which was a key requirement. Within Snowflake, CACI built a secure, accurate and compliant dataset, in line with GDPR requirements.
The database is hosted in the MS Azure cloud, and is refreshed and managed using Azure Functions, event triggers and DBT models. CACI’s resolution identity product, ResolvID, also plays a part in the solution. It’s hosted in Amazon Web Services (AWS) and consumed in real-time as event-triggered files are added into the database. This gives the RAC a complete view of each customer across multiple datasets and sources, allowing them to engage their customers in a more holistic way.
CACI implemented Adobe Campaign, Target and Analytics. For the campaign implementation, the team created 42 different tables and two different data structures – one for the B2C side of RAC’s business and one for the B2B side. Then, the RAC and CACI worked together to migrate all their existing campaigns from their legacy solution into the new Adobe Campaign instance, automating everywhere that was possible.
Adobe Triggers mean that web-based events from the customer can feed through into Adobe Campaign in real time. The RAC are using this for their enhanced abandoned baskets campaign. Communication can be triggered instantly, catching customers at a key point in the purchase lifecycle.
With Adobe Target, customer journeys can be personalised throughout the RAC’s website. Now, when a customer lands on the home page, they see personalised content based on interaction they’ve had with the brand before and products that they have or have not purchased.
Results
CACI’s team worked closely with the RAC design team to create them an on-brand template within the CACI Email Studio application. This reduced their previous dependency on third party creative agencies. Now, the RAC team is empowered to control and to create their own emails, without needing an HTML skillset. Email Studio delivers confidence in the usability and the rendering of emails when they land in the customer’s inbox, making sure it’s a positive experience throughout.
Ian Ruffle quantifies the value of the transformation: “Our marketing activation project has delivered a seven-fold improvement in data latency. We’re getting a reliable daily build of the core tables, plus many tables maintained in real time or via hourly batch processes, to meet the various trigger needs of the business.
“75% of the campaigns in the new solution are fully automated. We’re in the process of embedding this for newer campaigns. This gives our teams a huge amount more time to think about how to optimise the campaign and get the best ROI. At the roadside, when customers aren’t sure where their patrol was, they phone us. We’ve seen a 6% reduction in these calls, which is huge for us. It’s a massive cost saving and a much better customer experience, to be kept fully informed”
