Case Study: Canadian Automobile Association (CAA) achieves 46% higher response rates and improved customer satisfaction with Medallia

CAA increases customer satisfaction by improving service efficiencies

The Canadian Automobile Association (CAA), a federation serving over 6.4 million members with emergency roadside, insurance and travel services, had consistently high NPS but lacked the customer insight behind those scores and was making decisions on assumptions. To better understand why members sometimes gave low scores despite timely service, CAA turned to Medallia, implementing Medallia Experience Cloud to capture and analyze customer feedback across roadside assistance, contact centers, retail locations and its website.

Using Medallia, CAA deployed closed‑loop processes, text analytics and agent coaching to surface root causes and act quickly on issues; Medallia’s platform enabled monitoring of key metrics over time. The results include a 46% increase in response rates, 87% overall satisfaction by response time, and a 5‑point increase in Roadside NPS during COVID‑19, allowing CAA to better train agents, manage arrival expectations and drive measurable improvements in member experience.

Canadian Automobile Association

Jeff Walker

President and CEO