Case Study: Automobile Association improves customer experience insights with PGForsta

The AA goes the extra mile for their customers

The Automobile Association (AA), a major British motoring organization, sought to modernize its customer experience program beyond basic NPS surveys. The challenge was to uncover untapped customer touchpoints, conduct in-depth analysis of customer feedback from multiple channels, and significantly improve its reporting and data insights management. Partnering with PGForsta, the AA leveraged their Voice of Customer Surveys and consulting services to address these gaps and elevate their wider customer experience strategy.

With PGForsta's expertise, the AA implemented a new CX measurement framework and completely redesigned its surveys and reporting systems. The solution included adding new listening posts across the customer journey and deploying Forsta Studio Dashboards for real-time, intuitive insights. As a result, the AA achieved a much higher survey response rate, gained a holistic view of the customer journey to easily spot improvement opportunities, and enabled key stakeholders to use live data to drive performance and change.

Automobile Association

Darran Taylor

Head of Customer Experience