Case Study: The AA (Automobile Association) achieves a modernised CX program and richer NPS insights with Forsta

The AA goes the extra mile for their customers

AA, the Automobile Association (AA), a British motoring association with over 12 million members, sought to modernize its customer experience (CX) program and fill gaps in understanding customer behaviours across channels. Although existing NPS surveys covered the basics, AA needed deeper analysis of customer verbatim, expanded listening posts and a reporting refresh—so it partnered with Forsta, leveraging Forsta’s Voice of Customer surveys, Forsta Studio Dashboards, Forsta APIs and Forsta implementation and CX consulting services.

Forsta conducted a full program review and helped AA create a new CX measurement framework, redesign NPS questionnaires, add in‑life and multi‑touchpoint listening posts, and deploy interactive real‑time dashboards. The Forsta solution delivered live, intuitive views that reveal the “why” behind feedback, produced much higher survey response rates, and made NPS a visible performance metric used to drive change—enabling faster issue resolution, stronger stakeholder engagement and clearer, actionable insights across the customer journey.

AA

Darran Taylor

Head of Customer Experience